Published: 02 May 2023
Consumers are increasingly skilled and deliberate avoiders of marketing messages, resulting in diminishing returns on investment from personalized digital advertising. CMOs who lead brands to join consumers in their fandom will forge a new era where advertising blends seamlessly with experience.
This Maverick research contradicts the prevailing wisdom that personalized, hypertargeted digital advertising is a mandate for most — if not all — organizations. Instead, it posits that CMOs should pursue seamless marketing, where new advertising formats meet consumers where they are, in fan-centered experiences. Its findings and advice should therefore be treated with caution.
Consumers are actively avoiding marketing messages, and will stop doing business with brands they find irrelevant and annoying. They engage in ad avoidance behaviors that include data privacy and protection.
Consumers are prioritizing shared experiences, both live and virtual, coming out of pandemic-era cocooning.
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