Marketers are increasingly becoming trapped between a rock and a hard place. If you want to get noticed on traditional channels, your audience is shrinking.
And, if you want to get noticed on digital channels, you face a lot of stiff competition from everything else on the internet; the amount of content produced in one second is more than someone can consume in a lifetime, and there’s no shortage of channels and platforms to tailor content for.
Plus, “advertising” has a bit of a bad rap among audiences on digital, judging by the recent uptick in ad blocking. The economic cost of ad blockers reached $21.8 billion in 2015 and the most common trigger for ad blocking is simply the realization that ad blockers exist.