Marketers and small business owners alike have a solution for the ever-changing rules and algorithms of search and social sites: advertising. But what happens when paid media becomes blocked media? Oh yes, ad blocking is a real thing! That’s the bad news. The good news is there are ways around it. Let’s discuss.
The social platforms have us all figured out, folks. We’re doomed. They stood on the shady corner of the internet and offered us a fix for free. We took it, excited about this new drug; all the fun with none of the come down. We got high on likes, engagement, and social authority. We felt dizzy with power. And just when we thought we’d be able to pump vanity into our veins forever, we got smacked with the price.
I’m not sure about you, but I find myself wondering how many commercials got approved for mass distribution. So many seem to be lacking any sort of creativity, or thought. And then there are a select few that are very clever; perhaps by toeing the line. But is this in-your-face advertising what marketers need to do to catch our attention and to combat online ADD?
When paid, owned and earned media come together, they give birth to what some marketers are calling, “converged media.” Converged media happens when at least two or more of the above-mentioned media channels come together, use a consistent story line (look and feel), and work in concert to meet a certain marketing or content marketing goal.