Modern Marketing

Most marketers think adblocking will improve the industry finds Chartered Institute of Marketing study

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By John McCarthy | Media editor

January 24, 2017 | 3 min read

The Chartered Institute of Marketing has released research showing that a large majority of professional marketer respondents agree that adblocking will help the industry.

According to the research that consulted 255 marketing professionals, more than three quarters of marketers (76%) “think ad-blocking will be positive for the industry, encouraging greater creativity”. However, more than a third (38%) warned that it could lead to a decline in online marketing.

Other findings from the data laid out the priorities of marketer in the coming year, they are as follows personalisation (42%), data-driven marketing (37%) and influencer marketing (31%).

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Adblockers lead to creativity?

Elsewhere it emerged that industry disruptors like Uber and Amazon are forcing innovation among rivals. A total of 49% of respondents said that they are under greater pressure to reinvent customer experience.

Chris Daly, chief executive of the Chartered Institute of Marketing, said: “Marketers are naturally skilled when it comes to embracing change and new technologies, and they have a natural thirst for creativity. So it was positive to see the majority of respondents rising to the challenge of ad-blocking.

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“It was also encouraging to see that whilst marketers are starting to look at new technologies (like Chatbots and Virtual Reality), the fundamental skills of their profession in terms of delivering more personalised, targeted and influential campaigns, still sit at the core of marketers’ everyday life.”

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