In a recent article on the BBC website David Frew, senior programmes manager for the Internet Advertising Bureau trade body said, "Ad blocking is a threat to the whole advertising industry". He went on to say "It's possibly heralding the end of online advertising in its current form".
Do you use an Ad Blocker? Something such as AdBlock. No? Give it a try, you'll be amazed at how different your web browsing experience can be. The thing is, millions of people are using ad blockers and the number is increasing.
Now you see me...
Now you don't....
Now you might be thinking so what? Adverts are a pain and blocking them is a good idea, but there's more to it. Adverts help sites offer free content because creating content isn't actually free, it doesn't write itself so there are implications. What I'm trying to say is don't be surprised if your favourite website starts charging for access once their advertising revenue dries up!
This is a discussion other people will take forward, I'm more interested in how this impacts on business to business lead generation. You see, the more people decide to block ads the more businesses are going to have to earn the attention of potential clients. In a nutshell, it's never been more important to build a lead generation website. The time's come, if you're not already you need to divert your advertising budget towards content marketing, or at least some of it.
According to Hubspot™, inbound marketing generates 54% more leads than traditional marketing and 71% of B2B marketers use it to generate leads. Are you one of them, or are you still spending your marketing budget on the usual suspects? The methods increasingly being blocked by the very people you're hoping to attract.
The changes being brought about by the increasing popularity of ad blocking software are perhaps akin to the changes large companies experienced during the end of the TV-Industrial complex. To the casual observer, it was simply replaced by a different way for those with money to buy the attention of the audience it wanted. After all, what's different about throwing money at Google™ to show your brand to a particular searching demographic compared to throwing money at a TV channel to stick your brand under the nose of a specific viewing demographic.
Content or inbound marketing using a blog is an opportunity to help people instead of interrupting them. What's more according to Hubspot™ 79% of companies that have a blog report a positive ROI. In other words creating compelling content generates business.