Better Ad Buys
If you’re familiar with online advertising, you know transparency is tough to come by. “Spray and pray” has been the usual approach to digital display advertising, and it has been almost impossible to determine what is working. Henry Ford said he knew half of his marketing budget was wasted—he just didn’t know which half. Not a lot has changed today—companies will hire other companies to figure out what half of their budget is working (“attribution”), and the conclusion has been less straightforward than marketers had hoped. The answer: “all of the above.” You need to do everything to be an effective digital marketer: Seeking after new clients with highly targeted digital display ads; convincing higher-ranked customers with highly targeted video placement; Paid Search so people can find you; have a great web presence so people will engage with your content; retargeting ads to remind people about you once they’ve visited your site.