Dec 22

“What are clients betting hundreds of millions of dollars on in spite of its ineffectiveness (unless you think that a click through rate of 0.25% is a success)? [B]rands are wasting hundreds of millions of dollars on banner advertising… the reason that brands currently spend the majority of their online budgets on display advertising is that it’s a known quantity. People know what to expect. They know what is relatively good. They know how many “impressions” they can buy, and the know how many clicks they get. But, just because a thing can be measured, doesn’t make it worth something.”

Mike Arauz | Blog: $50 Million on Relationships

I hope to god someone out there is listening to him. I have this conversation with people *all* the time. Unfortunately, convincing a client to take that first step (that first “risk,” as it were) is like pressing a car sale on the Amish (“yes, thanks sir, your ‘automobile’ sounds great, but we’re just going to stick with these buggies, thanks’). Hopefully, Arauz has a client somewhere that will actually listen to what he’s saying.

Banner ads, “roadblocks,” and other interruptives are nothing more than online equivalents of lowbrowisms like flyering cars, telemarketing calls, parkbench backs… would you use those to promote your brand?

If you believe that the sheer, gross number of eyeballs seeing your message is the most important metric for your online marketing effort, then you’re stuck in a 20th Century mindset. And that’s not going to get you through this 21st one.

(via catbird)

Page 1 of 1

The Reindeer Company

an ideas agency