WHAT”S HAPPENING? Three-quarters of U.S. adults say they ‘tune out’ digital ads due to the increased amount of time they’ve been spending on computers, mobile devices, and TV sets, according to findings of a Harris Poll. This comes at a time when more brands are increasing digital ad budgets.
Advertising is not marketing, and throwing money into online ads that don’t perform is an example of foolishness.
Online ads have sometimes taken the guise of “performance marketing” but that’s bullshit. There’s too much ad fraud and not enough attention being paid to real metrics like time on site, bounce rate and page views by online ads.
Most brain dead marketers have added more money to their digital marketing because they have been told TV is dead and they need to be on digital. Forget the fact that Facebook has lied to us many times and forget the fact that digital ad fraud is in the billions. Digital is where it’s at.
I’m a digital marketer and I constantly remind clients that if they’re going to spend money on digital. marketing they need to do two things:
1ne: Develop several creative executions of online ads.
2wo: Have your agency place ads where your customers and avoid programmatic at all costs.
Digital advertising CAN be effective, but it requires constant optimization and creative executions by customer target. The best way to inform people about a new product is still TV, but digital has a part for smart marketers who haven’t bought into the hype.
Delivering a brand message where YOUR prospects are online is also an effective tactic that can only be measured by your sales, not vanity metrics like impressions and clicks.
The good news is that more and more brands are developing digital marketing programs instead of digital ads. These programs ask customers to become part of your brand by submitting videos or stories, which, after all, is a strength of the Internet.
Personal branding rules over actual accomplishments
I remember when social media was “where all marketers have to be”. Then as social media became of our daily online lives even Facebook admitted that organic brand posts were ineffective. What happened to all the so called social media experts? Where are they now?
One such “marketing expert” is Professor Scott Galloway. Scott Galloway is an American advertising theorist. He is professor of marketing at the New York University Stern School of Business. His most recent rant was to fire the CEO of Twitter but unfortunately Twitter just reported a great quarter.
Twitter reported fourth-quarter revenue that topped analysts’ estimates, capitalizing on a robust holiday season for digital advertising, though the social network added fewer new users than projected and warned that audience gains in 2021 will slow compared with last year’s pandemic-fueled surge.
Revenue rose 28% to $1.29 billion, compared with the $1.19 billion average analyst prediction, according to data compiled by Bloomberg. Twitter on Tuesday cited “strong brand advertiser demand in the U.S.” as a driver of ad sales in the fourth quarter, according to the company’s shareholder letter. Net income rose to $222 million, or 27 cents a share.
When are we going to stop idolizing people who haven’t worked in a branded marketing environment? Does he understand what it’s like to live or die by market share numbers? No. He’s only interested in his personal brand. It’s a shame.