The Digital Mystique: All Smoke and Mirrors?
While it may be true that US adults spend 47 percent of their time interacting with digital (online, mobile or otherwise), that doesn't mean that marketers will be seeing their investment in digital pay off in the long run.
A recent New York Times article quoted Jon Swallen, the chief research officer at Kantar Media North America who stated "the cost efficiencies of digital advertising enable many marketers to buy more for less." And while that's probably true, it doesn't come close to telling the real story.
As many new startups are learning, digital spend may yield lots of clicks, but very few new customers. The web is besieged by advertisers, so much so that I have started to close out of sites that interrupt my reading with pop-ups, sidebars that occupy a more prominent size than the content I'm trying to read, or other distractions including social media sharing tools.
Of course digital ads can reach millions of eyeballs quickly, but God forbid you click on one as you already know what will happen next:
- Retargeting efforts mean you'll be repeatedly seeing that product over and over again on every site you visit (I actually tried to email the marketing director of Signature Hardware to tell him to stop stalking me as I already made the purchase!)
- Every time I conduct a search, the same results keep popping up for the company/product I explored via an ad click through, but rejected (perhaps they think frequency messaging will help me change my mind?)
This week I was researching a client's industry to find information that would support a whitepaper we were writing and I discovered half a dozen sites I've now noted to avoid at all costs. These sites were chock full of ads in all shapes, forms and colors. In between paragraphs of copy, there would be some random headline that was a link to a product landing page. I literally couldn't absorb the content it was all so distracting.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.