In the back of their minds, brand managers know they SHOULD be doing more digitally — we just haven’t consistently told them “HOW.” As an industry, we sell them brand sites and microsites that are great for educating and informing their consumers on the product, its functional attributes and even “send to a friend” viral potential. We capture registrations, provide promotional offers, and generally tell a deeper, richer story than TV or print can. But here’s one place where we really fall down. Often, for the sake of short-term revenue, we let our online media buyers and sellers suck what little budgets our brand marketers are devoting to digital into the same old banner-based, impression-based effective frequency models that, whether someone clicks through above 1% or not, purportedly work to drive the same positive brand health measures and purchase intent that commercials do in television-only online.Video Insider » Blog Archive » To Change Advertisers’ Digital Aptitude, We Need To Add The ‘How-To’
Blogged with the Flock Browser
No comments:
Post a Comment