According Market Reach, customers are presented with over 5,000 different ads per day, which makes differentiation extremely hard to achieve.
The issue is especially relevant in the case of digital retargetting where consumers are being shown the same ad multiple times. This can lead to serious discontent and a potential for customers to switch brands.
In fact, trust in ads has more than halved in the last 25-30 years, going from 50% favorable in the 1990s to below 25% in 2018.
As such, it is important to always make sure that the focus of the acquisition campaign is to build trust and provide a positive experience to the potential customers.
Only the project owner can select the next research path.