Age of Ad Blocking

Getting Across Your Message in the Age of Ad Blocking : Clever Hacks for Mobile Marketers

PART – II

 

We hope you enjoyed reading the first part of this article. If you haven’t, you can read it here. As promised, we are back with clever hacks to help you not just survive ad blockers but to leverage them to get an edge over competition. Read on.

Shift Your Focus: From Mobile Web to Apps

Ad blocking apps on iOS primarily block adverts on Safari, not on apps. There was an app launched on the app store named ‘Been Choice’ that enabled users to block ads in apps, but it was removed as soon as it arrived, due to privacy concerns. It’s more or less the same on Android. In-app ad blocking is yet to see the light of the day. According to a study conducted by PageFair in 2016, just 2.4 out of 1,000 smartphones in the US had in-app ad blocking apps installed.

In a way, ad blocking is a blessing in disguise. The marketers might switch to in-app advertising as their last resort but it actually gives them a better control over the content and format of their ads. In-app advertising has also been proven to show higher retention and click-through rates.

Here are a few clever ways you can get across your marketing message effectively to the adblock generation –

Native Advertising:

Matching the look and feel of the platform they’re on, native advertisements are inherently non-disruptive. These ads are more bent on offering valuable content to users, and don’t come across as salesy. Think of in-feed promoted tweets, suggested posts on Facebook, branded content or adverts smartly integrated in the content on Forbes or Buzzfeed.

Being in tune with the users’ interests, native ads are well-received by audiences and known to show 53 percent higher customer purchase intent compared to traditional display ads.

Influencer Marketing:

Getting an influencer – macro or micro – to review or promote your products/services is the marketer’s best bet to get a message across the audience, especially among the millennials. It usually involves an influencer blogging or photographing about, or using your product, inspiring his/her fans and followers to follow suit. But it’s not advertising in a traditional sense, hence there is nothing to block or filter.

If you’ve done your homework right, finding the right influencer for your target audience, you can be sure of an unprecedented engagement.

Direct to Consumer Communication:

The greatest marketing advantage that a mobile has over desktop is enabling marketers to reach their audience on the go via direct-to-consumer communication channels like push notifications and in-app messages.

Push Notifications

Push Notifications are alerts delivered to users when they are not using your app. Integrated with deep linking technology, push notifications can pull your users to a specific destination, anywhere in your app.

It’s important to stay relevant and deliver targeted push notifications based on real-time user behaviors, geolocation, demographic info, and lifecycle stage. Done right, push messages work great to nudge users to use an app again, send ‘em reminders, notify ‘em of an upcoming sales and so forth.

Whether you are looking to send text-only messages or full-page display, rapid mobile app development platforms like Instappy enable anyone to schedule and send push notifications, fast and easy, across any time zone – without writing a single line of code.

Push notification is a bit like tight rope walking – a bit wrong is way too wrong! Here are 6 smart hacks to get it right.

In-App Messages

As the name implies, in-app messages are delivered to users while they are using your mobile app. In-App messages work great to optimize users’ experience, run promotional offers, introduce new features and so forth.

Unlike push notifications, in-app messages are a part of your app experience, not requiring an opt-in, thus offering a wider reach. In-app messaging boasts of up to 10x better response rates than push notifications. It’s the closest you can get to your users, so it’s very crucial that you handle it with care, sending the right message to the right person at the right time.

Both push notifications and in-app messages are annoyingly effective at engaging mobile users. But to be able to leverage them, your business needs to have a mobile app first. If you have already considered the idea to go the app way but are held back by nuances of coding, you should consider switching to rapid mobile app development platforms like Instappy. Instappy makes it easier to get a fully-functional app built – without writing a single line of code.

 

The Takeaway

Mobile advertising is not dead. Far from it! In a way, it is ready for a whole new paradigm shift.

The advent of ad blocking is a wake-up call for marketers and businesses to adapt to the changing landscape. As a marketer, you need to stop pushing generic, irrelevant messages to consumers, and start delivering compelling ad experiences that add value to their lives. Instead of sneaking past the ad blockers, take it heads on, using it as an opportunity to rethink your marketing strategy and take a leap into new mediums and exploit the expansive capabilities of mobile for getting a leg up on the competition.

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