The media owners have tried to replicate all of the old models by squeezing advertising into content. But the experience on a browser is very different and all the stats show that very, very few people click on ads.
The strategies that work are all about direct targeting of identified customers. Not through ads on Facebook or promoted posts on Twitter, more stuff that nobody reads, but through direct marketing to an identified client base. Cheaper and far more effective, with digital tools removing virtually all costs of production and delivery. Happy days!
Thanks for your wise words. I notice you didn't once mention engagement - and that's a huge buzzword amongst the marketers I know. I look forward to your next insightful post.
Right now, a trial campaign I helped produce is being market tested. It's a campaign for an app and we think we've found a win-win-win way to get some advertising whitespace in retail spaces that are frequented by potential customers for our app. It's definitely a great time for people who are prepared to think differently.
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