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The Power of Direct Mail in the Digital Age

January 19, 2017

By Today’s Industry Insider

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For digital marketers, it ain’t all sunshine and rainbows. There are serious challenges inherent to the digital landscape that nobody is talking about.

Not long ago, advertisements were the end result of days, weeks, or even months of painstaking research and creative work. Ingenious ads from Coca-Cola, Kodak, McDonald’s, and even Marlboro cigarettes, for better or for worse, cemented many iconic brands into our country’s DNA.

Back then, most advertisements were smart enough to appeal to the masses, but targeted enough to drive sales within key demographics. And importantly, the advertisers considered the medium as a key player in each campaign’s success.

If an advertisement ran in Time magazine, or rolled out on a hit radio program, it gained instant credibility. The distribution channel provided inimitable authority – and it was worth the price.

More Ads, Less Authority and Impact

Today, the advertising landscape has fundamentally changed. Advertisements now flash before our eyes at blazing speeds. Each time we search, stream, watch, read, scroll, click, or swipe, we are bombarded by advertisements. And on social media, where the average person spends nearly two hours per day, ads are everywhere.

According to recent reports, the average American consumer is exposed to thousands of advertisements per day. In fact, it’s not unusual for the average consumer to see more than three hundred advertisements, of various sorts, within the first waking hour each day.

And while digital marketing experts can’t seem to agree on the exact number of ad exposures per day, it doesn’t really matter. This is because, in order to maintain our sanity, consumers have developed an autonomous mental screening process to ignore advertisements. As a general rule of thumb, about two percent of advertisements garner our valued attention each day. In other words, only about 100 out of every 5,000 ad exposures have any meaningful impact on consumers.

In the digital age, trust and authority, once a staple of each advertising medium, is fleeting at best. The primary channels we use to consume media, whether mainstream or social, have been so ravished by clickbait headlines and disinformation that consumers no longer inherently trust them. Gone are the days when the news was the news.

On the web, anyone (or company) with controversial content, marketing chops, and even a small marketing budget, can claw their way into the mix and make a profit. The money flows at the expense of credibility, performance, and ultimately, the advertisers behind it all.

Many digital marketers ignore these inherent issues because the data flow generated by digital campaigns allows for campaign optimization and deep analysis. While true, even with analytics, which are the lifeblood of digital marketers, the effectiveness of digital advertising has been called into question.

Serious Trust Issues

Digital advertising in today’s landscape is perilous because of two key factors: Quality and Saturation.

As reported by the Wall Street Journal earlier this year, Facebook Inc. announced that it had overestimated by up to 80% the average time people spent watching video ads on its platform (for two years!) – sending …read more

Source:: Kiss Metrics Blog

      

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