Evolving E-Commerce Engagement: How to Connect with the Ad-Averse Consumer

As a business owner operating in the global digital marketplace, it can feel like it's getting harder and harder to generate meaningful levels of engagement. And that's because it is. The digital landscape is evolving all the time, and so too is user behaviour. This poses some challenges for businesses in e-commerce, with engagement being chief among them. So, just what's at the heart of the issue, and how can you overcome this hurdle? Let's dive into it.

Consumers in control

Consumers aren't anywhere near as passive as they used to be. They know what it's like to be driven to distraction with notifications, alerts, and pop-ups, and they understand exactly what digital fatigue feels like. So, they're focused on enhancing the digital experience and are more inclined to take control whenever they have the option to do so.

This shift has had significant implications in the realm of e-commerce because it has given rise to ad avoidance. People now scroll past static ads as much as possible, and will actively skip past video or audio ads whenever they have the option. This makes today's consumers considerably more difficult to engage online, particularly in the case of digital natives, who not only take active measures to filter ads out with ad blockers but will reflexively bypass and subconsciously ignore those that they do encounter.

More and more, we're seeing a decline in the performance of traditional digital ads. Click-through rates are in decline in particular, so methods like banner ads, long since considered a fundamental component of digital marketing, no longer generate consistently solid engagement. What's more, the proliferation of algorithm-driven advertising has made people distrustful. A lot of modern consumers are ill at ease with how their data is being used to target ads at them. They equate it with a kind of manipulation and are largely unwilling to engage with them, preferring to support local businesses or those that engage more authentically.

For companies that insist on trying to reach customers in the "tried and true" ways, digital markets seem near-impenetrable. This is because the rules of digital engagement have changed, and the only way to succeed long term is to adapt.

The new rules of engagement

When it comes to engaging modern consumers online, respect and understanding are the name of the game. That means respecting their boundaries and demonstrating that you understand their preferences and priorities, both in terms of what you offer and how you present it to them. So, how can you get started? There are many steps you can take, but here are some solid jumping-off points.

First things first, make communications value-driven. Consumers are sick to death of in-your-face marketing that is clearly designed with the company's interests in mind. If you want to pique their interest, first take an interest in them. Think about the challenges they face and provide something of value. This could be expert advice, a tutorial, or just informational content that helps them to better understand products in your market.

Second, focus on storytelling. To build trust in your brand, you need to show that it is, at its heart, people-focused. The best way to do this is by building narratives that show who you are as a company, what your journey has been, and how you connect with your target consumers. This will help you to convey the kind of authenticity that resonates with today's online shoppers.

Finally, optimise your customer journey. When it comes to e-commerce, there are myriad options for consumers, so making yours the path of least resistance and greatest satisfaction is key to engaging them and building buzz. From the moment someone starts reading that first piece of content, you want to make everything as intuitive and easy as possible, answering the customer's questions as they arise to provide a seamless customer experience. Emphasise transparency, minimise clicks where possible, and ensure that things are frictionless from first to last. 

Reaching an ad-blocking audience

"But what about ad blockers?" you might be wondering, and that's a good question. As we've touched on, a growing contingent of online shoppers is using ad blocker extensions, and so they may never see your paid ads if you go the standard route. However, there are ways to reach them; you just need to be adaptive.

Above all else, prioritise SEO. Consumers might not pay much heed to traditional digital ads as they used to, but search engines have largely taken over, as they allow users to take control of product discovery themselves. All users utilise search engines, even those who use ad blockers, so optimise your content and digital marketing strategy around them to maximise visibility. Once you find a formula that works for you, customers will begin finding you organically, and the benefits will compound over time.

Another good route is to seek out partnerships, particularly on social media. A large proportion of users are conditioned to tune out ads, but they pay attention to content creators and are generally much more receptive to influencer marketing. Find online creators whose values align with those of your brand and seek to establish sponsored content partnerships with them. This will allow you to get your foot in the door with your target audience so you can show them the true value of your offerings.

Finally, go conversational. At the end of the day, marketing is just another type of communication, and there are so many means available, so think outside the box and try different, more conversational channels. Think about community groups, messenger channels, and WhatsApp. These channels all allow for more personal interactions that will help you establish your brand as people-centric so that you can start building a rapport with your audience.

Summing up

Modern consumers are becoming more and more ad-averse, so succeeding in the digital space has become all about creativity, adaptability, and most of all, authenticity. The brute force approach of wholesale banner and video ads is yielding diminishing returns, and there's an increasingly high likelihood that you'll gain more traction with value-driven, human-centred messaging. Rather than holding up a sign above your head hoping to catch your would-be customer's eye, meet them where they are, start a conversation, and let them see what you're about. Rewards will soon come your way.