It’s no secret consumers are becoming more resistant to traditional advertising. Attention spans are lower, and competition for time and money is fierce. Terms like “ad blindness” point to dropping click-through rates on display ads and a consumer mindset that ignores whatever it doesn’t want to see. This is not to say display doesn’t work, but this and other forms of “push marketing,” wherein consumers are interrupted with sales messages, are no longer sufficient. Just as the proliferation of the Internet and a demand for more accountability in marketing prompted the mounting shift towards digital and away from traditional media, the growing number of choices available to consumers and increasing reliance on word-of-mouth to make purchasing decisions has forced marketers to think critically about consumer engagement and devote more resources to drawing consumers in with relevant and well-positioned messages, an emergent “pull marketing” tactic called “content marketing.” While ad campaigns … Continue reading →