03/07/2019
Not surprising at all. I am a huge advocate, strategist, and utilizer of digital advertising. However, this news has developed partially for the following wrong reasons:
Digital is easier to measure - Note, not necessarily better (or the best for some campaigns). If you are needing to conduct mass branding, TV, outdoor and other mass media may be better. But, they are harder to justify to some who are focused on measuring a direct correlation/ROI for every dollar spent.
Digital is easier to enter - A two edged sword. Easier entry many (dare I say most) times means the less informed taking comfort and pride in clicking the “Boost” button on Facebook only to be lulled into misleading and inflated analytics $20 bucks a click.
Digital is easier to misrepresent - Yes, you read right. Decades of inflated print readership and broadcast reach/frequency are catching up with traditional media. But, the word “free” is still eagerly consumed regardless of the cost. I have literally seen seminars/presentations (and sat through many) where a sales consultant was flown in and paid $10,000 to show how to utilize social media for “free” (including LinkedIn), while a solid, strategically aligned paid digital plan for half that amount is rejected.
Any thoughts?
This year will mark a major milestone in the world of advertising. For the first time, digital ad spending in the US will exceed traditional ad spending, according to eMarketer’s latest forecast. By 2023, digital will surpass two-thirds of total media spending.
