986 - Ad Blocking and How It Affects Your Business - Insight from Semalt

23.05.2018
Ad Blocking And How It Affects Your
Business: Insight From Semalt
A large number of internet users around the globe and nding need to install ad blockers, for ad free browsing
experiences. Google has even made steps to respond to this need by introducing an ad blocker into their new
versions of Chrome browser. This move is driven by the general negative sentiment shared by many consumers on
advertising and marketing. So, in addition to trying and confront the perceptions of ads by consumers, brands also
have to face the impact of that ad blockers may have on them.
Igor Gamanenko, the Semalt Customer Success Manager, explains why some brands still do not feel by threatened
by ad blockers. This is because they are abandoning the traditional marketing strategy and replacing it with a new
concept known as nonlinear marketing. Nonlinear marketing refers to a tactical approach used by brands such as
Red Bull and Starbucks to lace their brand into the lives of potential customers. The approach was developed after
identifying new insights on the decision-making process of consumers.
For a long time, the consumer decision-making process was considered a linear process while in fact, it is not. The
traditional concept is that the awareness of a need nally leads to purchasing it while the nonlinear model, which
many can in real life relate to, shows that there is no particular sequence that leads to the purchase of a product.
Some consumers will buy a brand even before they are aware of it, others will identify several brands rst before
making a purchase, there is no de nite chain structure.
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23.05.2018
aspirations.
So how exactly
does nonlinear
marketing help
to bypass ad
blockers and the
negative attitude
people have
towards
traditional
marketing
methods? To start with, nonlinear marketing is a strategic
approach instead of series of tactics. It does not interrupt the
passive experiences of consumers but allows them to be active
participants. Take for instance the Red Bull brand. Instead of the
brand trying to convince consumers to buy their products, it
makes itself part of the consumer's life through events, sports
endorsements, and sports team ownerships. By doing so, they can
build experiences around their prospects' and customers'
Swatch and Starbucks have also implemented nonlinear marketing to bypass traditional marketing and advertising
tactics. For instance, instead of just putting a logo on the side of the building to probably create awareness, they put
a clock that people could actually use and the same time be engaged in the brand.
If you are new to the concept of nonlinear marketing and you hope to make it work, it is advisable to identify some
brands that have already implemented it and learn from them. Most importantly you should know that it is not a
chain tactic, it is a strategy that a brand decides to adopt to enter the market.
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