Google's Chrome ad-blocker will be available by default. This ad blocker shows that Google distinguishes between acceptable and unacceptable advertising. But what are the concrete consequences for brands? What impact on their strategy?
First of all, this decision is the result of a rather alarming observation: Google recognizes that certain advertisements can be very annoying, and disturb users in their online experience.
Insightquest carried out an online study with 500 people in France. To the open question “What do you think of a company that uses your personal data to offer you offers better suited to your needs?», the answers are clear, and on a register confirming the alarming dimension:« This is a violation of privacy", "it’s done without our consent, it’s a shame ", " it's Big Brother ", " I don't like not having control of my data", " I don't need my data to be used to find what I need. I know how to search on my own, thank you »
Google therefore wants to offer users the opportunity to choose the type of advertising to which they wish to be exposed, based on their affinity and interests. Indeed, a positive brand experience today is clearly linked to the possibility for the user to choose in such a way that the brand can respond appropriately to their motivations and desires.
In this context, more than ever, brands must integrate customer centricity into their overall strategy, in order to secure their relationship with their audience in the long term. If the brand's internal strategic agendas are strongly controlled, on the other hand consolidation with a customer/consumer vision is not always successful. Indeed,the pressure of “time to market” and the speed of projects handled on a daily basis often force brands to sacrifice their in-depth knowledge of their audience. However, the virtuous space for marketers is clearly found when internal marketing objectives AND the needs of end consumers are clearly aligned. If attention is only focused on one of the two (and most often on the brand's internal objectives) then there is a risk of non-alignment because these 2 elements are rarely aligned a priori. And in the end a speech which risks not “speaking” to the intended targets.
Remember: What do your consumers really want? How can we respond to them in a way that is perceived as unique to them?
These 2 questions, although very simple, are your umbrella to respond in a relevant manner to those who block advertisements in general (beyond those who are irreconcilable in principle), because they do not currently understand the interest or the benefit. Brands therefore need to act on two fronts:
Indeed, Adblocker is undoubtedly one of the biggest challenges in the entire industry.