Reaching The Unreachable: How Brands Are Connecting To Consumers In A World Of Ad Avoidance (via Passle)

• Updated on: 2023-03-28
• Read original article here

There was a day, when imagining a world without advertising seemed a lifetime away.

I remember talking about an ad free world and being shot down because social media was funded by adverts.  And then this .....

This misses Discord, which to be honest you need to pay for it, to use the functionality. 

As this article points out, from Forbes points out, as users of the internet we hate ads

"When digital advertising made its debut, users were bombarded with the hover ad, more commonly known as the dreaded pop-up. Soon, pop-up blockers came to the rescue to allow users to block these ads, an option few people passed up.

Access to our "data has led to privacy concerns, among other issues, and at the end of the day, consumers are exhausted by the constant stream of products, services and gimmicks. Social media giants like Facebook have already begun backtracking and removing some key targeting options for advertisers. This trend is expected to continue.

Television is no exception. According to a report by Midia Research, 52% of consumers tune out TV ads. This figure is rising rapidly. Some consumers have ditched TV altogether, replacing cable with a la carte streaming services that allow them to watch their way. Modern streaming platforms like Netflix, Disney+ and Hulu make it easy to forgo invasive ads. Pay the price, and ad-free content is yours—a concept more subscribers are, well, subscribing to. New research from Fandom found that 57% of those surveyed indicated no interest in subscribing to any services with ads."

Here at DLA Ignite we are working with our partner Supero and their team, Alex, Jensen and Jordan.  They used to be cold callers and we have re-trained them in social selling, so what of the results?

When they were cold calling they could get 2 meetings a week.

Now with any cold outreach your job is not just to get through to an executive, but also convert that into a next action.  With cold calling, of the 2 meetings a week they were able to get, they converted 0.3% to a next action.

They are getting meetings with 7.2 people of the 100 they contact and then converting 39.5% to a next action.

This is also punching outside the 4% of businesses that are currently "in market", which as I mention above means you are setting your agenda and will be able to maintain margins.  

In other words, this business will be less competitive, so you will win more and you will win it at a higher price. 

Please note, before I get the comments, there is 

This is how, you as a brand can connect to people freely.

If you want more information, contact me, or contact the team at Supero, Alex, Jensen and Jordan.  

In this brand new edition, I have updated all the text, I have also got 15 practitioners, so people who are doing this already to explain how they are get (practical) business benefit. From the CEO that has been running a digital business for over 18 months to sales leaders who use social selling every day.  

Articles on how these business have and are implementing digital, from Mercer, Telstra Purple, Ring Central, Cyberhawk, Namos, Ericsson, Crux Consulting, DLA Ignite and more.

What does Mark Schaefer, Marketing guru think of the book "social selling - techniques to influence buyers and changemakers - 2nd edition"? watch the video here

It's available on Amazon worldwide.  Link to Amazon.com here and Amazon.co.uk here.