Nowadays, the growth of the Internet has opened up new platforms for digital marketing to thrive. For example, marketers are no longer have limited options when advertising to the customers. In fact, they have multiple tools to work with ranging from: paid search marketing on Google Search Network and Google Display Network, social media ads via Facebook, Instagram, and Twitter, mobile apps marketing, email, affiliate marketing, etc. From one campaign, marketers can gain valuable insights into their targeted segmentation demographics, shopping behaviors, interest, and media habits. The retrieved information in return enables the companies to successfully push more notifications toward the customers via multiple media channels.

Because of the high frequency of push notification (whether it is a video ads, text message, or in-app notification), the users become weary of being targeted by marketers. In other words, they need their “private” virtual space where they are not interrupted while surfing the internet. Moreover, ads often slow down the loading speed a website, resulting in more frustration for the customers. According to a study by eMarketer, US Ad blocking doubles within 2016. With this projected growth, in 2017, there will be about 86.6 million people using ad blocker.As marketers are getting better with their marketing strategies, customers are also getting smarter with using ad blocker for multiple devices and channels. Therefore, in the same report, eMarketer states that ad blocker would disrupt the entire advertising ecosystem and affect negatively to the practice of not only marketers but also publishers and agencies.In the end, there is no other cure to this phenomenon but focusing on content. It is no longer how much your advertising budget is, now, it is about how compelling your “company story” can be. Companies should decrease their targeting frequency and let customer have more control our the visited websites.

In conclusion, because of the trends in the market, companies should review their marketing strategies. They want to make the necessary adjustment before it is too late. It is never too hard to get on the good sides of the customers if you are willing to invest in generating good content and communicating successfully what your company can do to them or how you can solve their problem.