Bits of Marketing Wisdom, Part 2: On Digital Advertising & On Content As A Driver Of Brand Experience
This is the conclusion of a two-part series that serves as a bit of a
followup to the post that @ Phil Friedman and I did recently on Content
Curation and Management.
We have slightly differing points of view on this subject. But the thing we both agreed on was that the businesses who wish to use Content Marketing as an effective tool really need to step up their game and stop flooding the Internet with the kind of crap that everybody complains about, hardly anybody reads, but that just keeps on comin’.
On Digital Advertising
Advertising is like dancing – it takes two to tango. If you have your message in the right place and the target has been thinking about buying, then you have a dance.
The big problem I see with digital advertising is that a lot of it appears in places where the majority of people don't really have the consumer dance shoes on. So what you're doing is really spraying and hoping hit a few people that do.
And that of course means one thing: little or no ROI.
So when resea