It all seems like too much. Irrelevant ads. An inundation of emails. Meaningless SMS messages. The result is Ad fatigue, a real and pressing problem for marketers trying to reach their ideal audience. We may not know exactly how many marketing messages the average consumer sees in a day, but everyone agrees that many of those messages miss the mark.
When this happens, consumers disengage, and even your best offers fall flat. But ad fatigue doesn’t have to be a terminal condition. Marketers can resuscitate failing campaigns with relevant, timely data.
What is Ad Fatigue? What marketers need to know.
Advertising fatigue causes consumers to delete your emails unopened, to scroll by your Facebook ads without reading them, or to leave your SMS offers on read. At worst, ad fatigue can drive consumers to opt out of getting your marketing messages.
In short, ad fatigue is the sense of overwhelm consumers feel when they’re inundated with so many marketing messages that they just stop paying attention. No matter how great the offer is, it can’t convert customers if they don’t bother to engage with it.
Symptoms and Causes of Ad Fatigue
An Optimove survey sheds light on the symptoms and causes of Ad Fatigue. Of the shoppers polled, 81% said they will unsubscribe from brands that inundate them with too many marketing messages. Most often that means sending too many emails or texts.
This isn’t just a threat; 54% of poll respondents have unsubscribed from at least three brands in the last 90 days. How can you make sure your brand isn’t on the chopping block?
The answer might sound easy — send fewer messages. Poll respondents tend to agree; about 55% said they wanted fewer messages from brands they subscribe to. But that doesn’t mean you should arbitrarily cut half of the emails from your marketing schedule.
About 60% of respondents said they want to receive marketing messages from the brands they like so they can purchase again. And 54% say that relevancy is the number-one thing that will make them open a marketing email.
Reading between the lines, the answer becomes clear. Whatever messages you send, make sure they are as relevant as possible.
Relevancy is the Antidote to Ad Fatigue
Who would you rather listen to? Someone who talks constantly about random topics that occasionally overlap with your interests, or a speaker with a tight focus on your current obsession. The same is true for customers engaging with marketing messages.
Relevancy fights ad fatigue in several ways:
- Makes customers feel special - Like remembering that your friend loves the carrot cake from a specific bakery and bringing them a piece on their birthday, delivering timely and relevant offers help the customer feel seen and deepens your relationship with them.
- Shows you value their time - Everyone is busy and shoppers are no exception. When you focus in on the most valuable offer for them, you show that you value their time and attention.
- Conveys confidence - Sharing only your most relevant offers shows the customer that you’re confident in your product. You don’t rely on scattershot marketing or sheer volume to get your point across. You deliver the best, most relevant offer you have for them.
So how do you go about creating the most timely and relevant messages for each of your shoppers at scale? That’s where modern marketers turn to Ignite by Launch Labs.
Get Relevant and Timely Customer Experience Data with Ignite
Ignite by Launch Labs gives you access to the most timely and relevant user data so you can deliver the most conversion-worthy messages to your audience at every point along their journey.
Traditional data sources and third-party cookies often deliver audience data that is 90 to 180+ days old. The consumer experience moves faster than that and marketers need to keep up. Meanwhile, Ignite collects and reports data in real-time, so you can seize the moment to deliver your best offer for each shopper.
Here’s how it works: From the moment a user lands on your site, Ignite collects their behaviors to build audience segments. Then, it engages site visitors with targeted, personalized content and offers. It also elevates leads who have claimed your promos so your sales team can see exactly who is ready to buy.
And it doesn’t stop there. You have complete ownership of all that valuable first-party marketing data. Use it to craft relevant SMS messages, perfectly targeted ads, and compelling emails your audience can’t wait to open.
End Ad Fatigue Now
Advertising fatigue may be an epidemic in the modern world, but you can do your part to protect your brand and its customers. End ad fatigue by giving your customers the targeted, timely messages they really want.
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Fight Ad Fatigue: Make Relevant Offers to Keep Customers Interested
It all seems like too much. Irrelevant ads. An inundation of emails. Meaningless SMS messages. The result is Ad fatigue, a real and pressing problem for marketers trying to reach their ideal audience. We may not know exactly how many marketing messages the average consumer sees in a day, but everyone agrees that many of those messages miss the mark.
When this happens, consumers disengage, and even your best offers fall flat. But ad fatigue doesn’t have to be a terminal condition. Marketers can resuscitate failing campaigns with relevant, timely data.
What is Ad Fatigue? What marketers need to know.
Advertising fatigue causes consumers to delete your emails unopened, to scroll by your Facebook ads without reading them, or to leave your SMS offers on read. At worst, ad fatigue can drive consumers to opt out of getting your marketing messages.
In short, ad fatigue is the sense of overwhelm consumers feel when they’re inundated with so many marketing messages that they just stop paying attention. No matter how great the offer is, it can’t convert customers if they don’t bother to engage with it.
Symptoms and Causes of Ad Fatigue
An Optimove survey sheds light on the symptoms and causes of Ad Fatigue. Of the shoppers polled, 81% said they will unsubscribe from brands that inundate them with too many marketing messages. Most often that means sending too many emails or texts.
This isn’t just a threat; 54% of poll respondents have unsubscribed from at least three brands in the last 90 days. How can you make sure your brand isn’t on the chopping block?
The answer might sound easy — send fewer messages. Poll respondents tend to agree; about 55% said they wanted fewer messages from brands they subscribe to. But that doesn’t mean you should arbitrarily cut half of the emails from your marketing schedule.
About 60% of respondents said they want to receive marketing messages from the brands they like so they can purchase again. And 54% say that relevancy is the number-one thing that will make them open a marketing email.
Reading between the lines, the answer becomes clear. Whatever messages you send, make sure they are as relevant as possible.
Relevancy is the Antidote to Ad Fatigue
Who would you rather listen to? Someone who talks constantly about random topics that occasionally overlap with your interests, or a speaker with a tight focus on your current obsession. The same is true for customers engaging with marketing messages.
Relevancy fights ad fatigue in several ways:
- Makes customers feel special - Like remembering that your friend loves the carrot cake from a specific bakery and bringing them a piece on their birthday, delivering timely and relevant offers help the customer feel seen and deepens your relationship with them.
- Shows you value their time - Everyone is busy and shoppers are no exception. When you focus in on the most valuable offer for them, you show that you value their time and attention.
- Conveys confidence - Sharing only your most relevant offers shows the customer that you’re confident in your product. You don’t rely on scattershot marketing or sheer volume to get your point across. You deliver the best, most relevant offer you have for them.
So how do you go about creating the most timely and relevant messages for each of your shoppers at scale? That’s where modern marketers turn to Ignite by Launch Labs.
Get Relevant and Timely Customer Experience Data with Ignite
Ignite by Launch Labs gives you access to the most timely and relevant user data so you can deliver the most conversion-worthy messages to your audience at every point along their journey.
Traditional data sources and third-party cookies often deliver audience data that is 90 to 180+ days old. The consumer experience moves faster than that and marketers need to keep up. Meanwhile, Ignite collects and reports data in real-time, so you can seize the moment to deliver your best offer for each shopper.
Here’s how it works: From the moment a user lands on your site, Ignite collects their behaviors to build audience segments. Then, it engages site visitors with targeted, personalized content and offers. It also elevates leads who have claimed your promos so your sales team can see exactly who is ready to buy.
And it doesn’t stop there. You have complete ownership of all that valuable first-party marketing data. Use it to craft relevant SMS messages, perfectly targeted ads, and compelling emails your audience can’t wait to open.
End Ad Fatigue Now
Advertising fatigue may be an epidemic in the modern world, but you can do your part to protect your brand and its customers. End ad fatigue by giving your customers the targeted, timely messages they really want.
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