Digital Damage

Digital ads could be alienating B2B buyers, says Julie Ogilvie, senior research director at Sirius.

Because the ad units are tiny and compete in cluttered environments, B2B marketers are resorting to intrusive techniques that may be damaging their brands.

Ogilvie cites three:

Retargeting. "The idea behind retargeting is solid," she says. "However, in execution it can become annoying if the ads are popping up for months on end or are appearing in inappropriate environments."

Clickbait. Digital ads sporting sensational headlines "almost always disappoint in terms of what is delivered." The disappointment is reinforced when retargeting is used.

Native ads. Digital ads dressed as editorial content can also annoy and disappoint. Although buyers will respond, "many people still end up feeling deceived by messages that appear to be one thing but turn out to be another."

"In all these examples, people have come to feel that they are being tricked or harassed by advertisers," Ogilvie says.

Techniques like retargeting, clickbait and native advertising generate impressive response rates, she admits.

"But response rates do not always equal conversion rates—or revenue. And there is still the question of short-term vs. long-term gain. Brands are about building relationships and trust with our audiences."

You need not worry overmuch you're alienating your whole audience.

While you may be angering Boomer and Gen X buyers, the majority of Millennial buyers have installed ad blockers.