The advertiser’s dilemma is the biggest problem faced by advertisers and businesses. And when it comes to online it is all about effectiveness.
Bang for the buck.
And for a lot of marketers, it just isn’t there. The cost of finding new customers is always increasing, while the return on investment is seems to be falling lower and lower. Sorting through the mess is an expensive, confusing and time consuming process that most small businesses just can’t do.
Publishers such as TV stations, radio stations, magazines, newspapers, billboards and digital display networks all share one thing in common. They’re in the business of selling impressions, not results. They want to get your business in front of as many eyes as possible, after which it’s up to you to figure out how to convert those eyes into valuable leads.
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
John Wannamaker 1838
Unfocused marketing, or “the shotgun approach” of blasting your ad to as many people as possible doesn’t work any more.
Have you ever wondered why a marketer has chosen to advertise a feminine hygiene product during a football game in which the primary demographic is young males?
The advertising market is highly fragmented, there are too many touch points and it’s difficult for most businesses and advertisers to know how best to effectively reach mass markets.
Relevancy quickly becomes a problem. The shotgun approach virtually guarantees your ads are not going to be relevant to the majority of recipients. This pushes the cost of acquisition up higher and makes it more difficult to realize a return on your advertising investment. The lack of socially intelligent or predictive analysis automation tools means advertisers are missing out on reaching their most valuable and rewarding customers.
At the end of the day, the advertiser’s dilemma is that the the largest percentage of the viewing audience will simply ignore you.
There has to be a better way … and there is. Check out Disrupted Logic’s ctalyst.
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Tom Raycove is a technology entrepreneur. He has over 3 decades experience in the technology, software development, artificial intelligence, film, television and video gaming industries. He enjoys writing, teaching, and mentoring new talent. In his spare time, he dives with tiger sharks!