When was the last time you sat through a TV Commercial, without changing the channel?
When was the last time you saw a Youtube Video, without skipping it?
When was the last time you clicked on a Facebook ad and took a serious note of it?
And if you belong to the 95 (or maybe more) percent of people who shift their attention the moment they see an advertisement then this is for you.
Undoubtedly, the Internet consumption is increasing among all age groups and in the last couple of years “digital” has taken over the conventional marketing methods but brands are on a constant hunt for a suitable mix of marketing techniques that will, in turn, provide them with best possible returns.
Where-in conventional advertising, TV and Print advertising and other forms of offline marketing provide access to local and wider audience, it’s only one-way communication and lacks any analytical data which can tell about the user behaviours.
On the other hand, although digital has a lot of advantages like retargeting, audience selection and data analytics, this space has become overcrowded and extremely noisy.
As per the report by Statista* the Digital Ad Spending Worldwide (annually) in 2017 was 229.25 Billion Dollar which will go up to 335.50 Billion Dollar by the end of 2020. With all the businesses whether local or global fighting for user attention, it has come down to “Spray and Pray” where businesses can create and run ads and then simply pray that their potential customer sees the ad and clicks on it (and that too that he/she does not have an AdBlocker or any such tool installed)
What should a business do in such a case?
Don’t throw your money in a “Digital Blackhole”, stop running stupid ads and doing “push sales”. Instead, brands should focus on building value for their customer by “Digital Brand Building”.
Read more on “How Digital Brand Building can help businesses create value for its customer?” in the next article.