A lot of people are rethinking their advertising strategies after an announcement from Apple that it would allow ad blockers on its iPhones and iPads. Source
How big of a deal is it? Huge. “While iPhone users can download third-party browers, the majority the majority of mobile and iPhone users use Apple’s own software browser,” writes Wired Magazine about the development.
Wired sees it as a strategic move to create a wall around its iPhone and iPad users so that everything they read, watch, search and listen to comes from Apple.
If you’ve been depending on the Internet to reach your clients and customers, there’s something else you should be aware of – a resurgence of print in recent months.
For the first time in years, sales of print books are up and the use of printed flyers is vastly outstripping Internet-based flyers by a fairly wide margin.
This point was underlined in a recent article in the Globe and Mail, which noted that “social media postings occasionally rant about flyers ending up in dumpsters, and hurting the environment, but consumers can’t seem to do without printed promotion.” Source
The article went on to note that 98% of Canadians read a paper flyer at some point during the year. This compared with 70% who read a digital flyer in a year.
It quotes Mark Balfazar, partner at market researcher at BrandSpark International, that “shoppers find print flyers easier to navigate and more time efficient”.
Adds Jason Blanchette, vice-president of marketing promotions and planning at Canadian Tire Corp., who was also quoted in the Globe story:
“In fact, I think the love of paper is actually going up with customers because of the fact they just don’t receive mail any more. People always enjoy getting something in their mail box.”