According to Business Insider, 30 percent of of all internet users are expected to be using ad blockers by the end of this year, meaning traditional ads now won’t even reach 30 percent of their potential target audience. Consumers are putting less trust in global ad campaigns. The trends are continuing to shift rapidly towards referral and personalised marketing.
Ads will always exist; however, marketers need to recognise the need to diversify their channels to keep up with consumer sentiment. Rather than pushing generic advertisements to mass prospects, consumers are craving one on one, personalised engagement that clearly shows the products value to their day to day lives.
While automation and digital evolution in sales, is unstoppable as it allows better scaling, improved measurement and financial savings, they do come at a cost: meaningful customer relationships.
There’s a crucial need for companies to understand how to communicate with their customers, and more importantly to understand how their customers want to be communicated with. Some analysts predict that by 2020 almost 50% of all searches will be made through voice recognition technology, this emphasises the fact that people still need to talk and hold conversations, even if they’re looking up a craigslist ad.
We recently spoke about the complementary value of direct sales in a well-built marketing and sales strategy, but looking at the way consumer trust in ad campaigns is fading away, we can legitimately argue that direct sales techniques will take a larger part in marketing and sales budget in the future?
Direct sales as a marketing and sales strategy brings some essential elements to the table. It first answers a need that people will always have: human interaction but with two additional major positive selling points: simplicity and impact. Face-to-face interaction has been proven to provide prospects with a sense of well-being and comfort. In a world changing a mile a minute, having someone take the time to present, explain and talk a customer through a product is very valuable, and it will become more increasingly important in the years to come. As our CEO, Jess Leeson, explained earlier this year: “It’s important for people to realise that Face-to-face is about consumer education, not just selling.” Poor customer experience, lack of interaction and personalised experiences lead customers to seek alternative solutions to their problems. As Forbes analysed in one of their articles: “68% of customers leave a business relationship because of a perceived attitude of indifference on the part of the company.”
It’s time to hop on the trend train; more than ever you need to implement direct sales into your current marketing strategy: allow your brand to reach new customers to stay relevant and sustainable in our modern era of digitalisation.