Subprime attention and the end of your free Gmail account
You may not care about online advertising as an industry. But what about your free Gmail account? YouTube? It gets worse.
What is an ad strategy when the effectiveness of marketing is a war in short vs. long term?
There is no major brand today, even among new “all-digital” companies that has been built using nothing but online advertising. No one built a successful, long-term company on the back of Google AdWords.
The real reason ad agencies focus on “engagement”
With the exception of large and most successful companies with breakout products, ad agencies loathe promising success in growing sales. Ad agencies, web shops, and other related firms like SEO and copywriting agencies can’t guarantee real success because they have no control over the products they’re advertising.
Seriously, does your advertising involve the customer?
Online “engagement” ads are the Internet equivalent of, “Alright everyone, let’s say our name and something fun we did this weekend.”
Why you don’t have the stomach to be number one
Most every client and organization I can think of won’t do this, though, because it’s dishonest and manipulative. For all the talk of the state of our media, I’ll know journalism is truly dead when small lot car salesman or people with literally zero name recognition figure this out and make it work for them.