Well so much for truth in advertising. There is no such thing as a magic wand.
Digital advertising works.
And it works because when done properly, it is a lot of hard work.
I was meeting with a client outlining all the advantages of digital advertising.
Media consumption - consumers now spend more time with digital properties than TV.
Targeting - give me an accurate description of the consumer you are targeting and we can find them using targeted display, video, mobile, Facebook, Google... We taught the NSA how to track consumers...
A/B testing and Optimization - we can run multiple offers on multiple websites at the same time, measure the results, re-investing your budget into the creative and properties that are performing the best - at will.
"Ok, I am sold! I have been telling the boss, we need to take some of our direct mail money and invest it into digital. I want to run a small campaign to show it works, then I will ask the boss for additional funding. How about $1,000 for a test?"
No thank you.
"What?"
No thank you. How much did you spend on your last direct mail campaign? $40,000? And by your own admission, it did not work. Now you want to dip your toe into the digital water? No thank you. It is a recipe for failure.
As an industry, we are past the "does it work" phase. Digital marketing is here to stay. "The very best marketing comes from observing consumer behavior and inserting your message into their behavior." A $1,000 "test" isn't going to prove anything. We know that digital works, what we need to uncover is which digital strategy is best for you and that takes time. And money. And effort.
There is no such thing as a magic wand. "Wave the wand and all your advertising problems are solved." No it takes strategy, planning, execution, analysis, optimizing to the results.
As it turns out, successful digital advertising is a lot of work.
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