We’ve all experienced marketing that has gone too far. It’s true, consumers don’t like intrusive marketing, which is why this category of strategies that interrupt a user’s content experience are so-dubbed, “intrusive marketing.” However, this reality doesn’t mean your healthcare company or practice has to completely avoid opportunities to present messages at a time when readers, listeners, or viewers are more apt to pay attention. The key is to execute effective approaches that achieve promotional objectives without incurring resentment from the marketplace.
The following is a look at challenges stemming from consumer disdain for intrusive marketing, followed by strategies and tips for achieving success in your healthcare marketing.
Challenges with Intrusive Marketing
Pop-up and pop-under ads, banners, and in-feed social messages are common types of intrusive marketing used in 2017. One challenge, particularly for social media providers, is that users will opt for platforms with less intrusive content. For example, disdain for timeline ad regularity relative to content volume is one reason Twitter user growth has been flat for a few years.
The message strategy and content are also critical, depending on the audience you want to reach. Intrusive ads must offer something relevant and useful in line with the content sought by the user.
The almighty ad-blockers that are available to online users and through particular communication channels are a major hurdle for marketers as well. Online pop-ups and mobile messages are among those most disliked, according to HubSpot.
Strategies for Intrusive Marketing Success
Your brand can’t control the overall marketing platform employed by social media companies, but you can choose to promote on platforms that are more user-friendly. For instance, young Snapchat users have been very receptive to the subtle inclusion of branded filters that align with their natural desire to share authentic messages.
Text-only search ads, such as those delivered through Google and Bing, are generally more accepted than sponsored posts on Facebook or ads on television.
It isn’t just the medium that impacts user reaction to ads, the quality and relevance of your message play an important role too. Young consumers, for instance, require quick, concise and entertaining messages if you want to get their attention. In the HubSpot study, the most common reason for clicking on an ad was that the message was of interest to the reader.
If you do decide to use pop-up type ads, users report a preference for a convenient-to-access “X” to remove the pop-up. Brands, and media providers, that don’t offer this convenience are held in disregard.
Unobtrusive Messaging Focuses on Adding Value
The most effective way to overcome disdain for intrusive advertising is to target users on the right channels, and with content that is personalized and relevant.
As an expert digital advertising agency partner, Response Mine Interactive can help your company identify the right channels and messages to achieve your desired results. Contact us now to get started!
Healthcare marketing adds another layer of difficulty as you also have to worry about compliance laws in your marketing efforts. Get tips and tools for effective and compliant marketing through our blog series and set of videos.