Perceived intrusiveness in digital advertising: strategic marketing implications

Abstract

With the growth of advertising utilizing digital media, negative consumer perceptions relating to intrusiveness are believed to be challenging the claimed added-value of this medium over traditional media. Building from this context, there has been little empirical work that addresses inherent strategic marketing challenges – indeed this can be applied more generally to strategic marketing challenges surrounding various aspects of new media, such as blogs and social networks. Building from this, internet and mobile digital media platforms form the locus of a qualitative study of 20 consumers, which explores perceptions of digital advertising within the intrusiveness context. A unique contribution of this study is the linking of perceived consumer intrusiveness, with strategic marketing implications relating to the push/pull context. Key outputs of this study then, are strategic implications for marketers in utilizing digital media for advertising, while also providing a unique contribution to extant thinking in the area, and a basis for further study in a formative – yet increasingly important – area of strategic marketing.

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