Despite the breadth of the tools and technology available, the data suggests that not all consumers are happy with how, where and when marketers are choosing to engage with them.
Brand trustis declining, the use of
ad blocking software is experiencing double digit growth on a global level and
digital detoxification is on the rise.
It is essential for marketers to realize that there is a tension between creativity and data within the advertising industry, and understand that human truths are not simply human actions. They must remember that there is a human behind every click, and that the data, technology and access we now enjoy comes with a responsibility to use it to inspire, not simply interrupt.
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