Make digital marketing meaningful

This article posits that marketers must take the opportunity to view consumers as an audience if they are to avoid the digital overload backlash, exemplified by widespread adblocking.

Make digital marketing meaningful

Ben Kerr and Jack MilesSomethin' Else/The Leading Edge

Digital overload, exacerbated by marketers, is causing a consumer backlash, seen in adblocking and other avoidance behaviour. Marketers need to view consumers as an audience and engage and entertain them through valued content, as men's fashion retailer TOPMAN did with a YouTube TV channel offering lifestyle advice.

Digital technology has largely been a force for good for both marketers and consumers. From a marketer's perspective, it has provided new commerce platforms, new insight streams, faster and more creative communications methods and allows for frequent and sophisticated consumer...

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