In a digitally saturated world, engaging customers in a meaningful way is harder than ever before. Digital communications are appealing for many businesses as they can be easily measured, are relatively cheap and are able to reach consumers wherever they are. However, to truly put customer engagement back at the heart of campaigns, businesses need to diversify.
Customers are becoming increasingly aware of how they are being targeted online, leading to growing digital fatigue. The sheer volume of digital communications is causing many to switch off and opt out – and actively seek ways to reduce their intake of online content. In fact, according to Hootsuite's Digital Trends Report, 42.7% of internet users globally are now using ad blockers, demonstrating that digital only campaigns are no longer enough to influence people effectively.
