Tanguy Leclerc
Content Strategist
  linkedin      @tangolec

The scene takes place a few weeks back during the presentation of the results of the study conducted by IPSOS for the IAB France on the phenomenon of adblocking in France. Tongue in cheek, IAB Director Christophe Dané questions the room to ask who, among the advertising professionals there that day, uses an adblocker on a personal basis. That’s when, amazingly, some twenty hands went up spontaneously, with no embarrassment at all, some even smiling. And they say we are never betrayed by our fellows…

This delightful episode mercilessly illustrates how far we still have to go to change the way of thinking in a world – communication – in which we sometimes have difficulty aligning words with acts. In order to deal with the threat of the proliferation of adblocks in the digital advertising ecosystem, it is time for advertisers, publishers and the media to stop dithering. Because it is urgent: the IAB France study shows that 30% of French Web users are equipped with an adblocker, 69% of whom for over one year. A constantly rising figure on the worldwide scale, and that represents over 21.8 billion dollars in lost earnings for the advertising market.

@@The growth of adblocking is equivalent to the excesses of the marketers@@

The growth of adblocking reveals the excesses that are all too often caused by disrespectful attitudes from performance-obsessed marketers towards their clients or prospects. As they multiply the intrusive formats that perturb Web browsing and put advertising pressure before good campaign contextualization and quality content, e-advertising professionals have ultimately put themselves in danger and consumers are making them pay for their blindness. But if everyone were to agree now on concrete measures to make them take a more responsible attitude, there is no guarantee that they will be able to glue the pieces back together as easily as they hope. Because trust and respect are two fundamental drivers in marketing, but they are as powerful as they are fragile. Making an act of contrition after a mistake has never totally absolved anyone. We mustn’t forget that an admitted error is only half pardoned.

@@With adblocking, Modern Marketing becomes truly meaningful@@

What is true in BtoC is also true in BtoB. In a digital era where customers now orient corporate strategic choices rather than the other way around, it is crucial to live according to the commandment: “Do not impose on others what I would not like others to impose on me”. Modern Marketing imposes that we give meaning to our sales actions and customer relations. It starts with personalization. But relevant personalization. The Ipsos study mentioned above shows us that Web users are not ad-phobic, in fact they admit that advertising is better targeted than before. However, it requires less repetition and ads that meet a real need that they themselves have expressed. The same goes for BtoB.

Addressing the right message to the right person at the right time is no longer a marketer fantasy; new technologies and marketing data now make this entirely possible. All it takes is adapting content marketing strategies to clearly defined objectives. That is the essence of Modern Marketing.