For over a decade now we digital marketers have been suckin’ down that cool, refreshing, painfully outdated advertising strategy — display ads. We’re investing billions in a scatter-shot tactic running on a precision-focused platform (ie. the Web). Why? Cause that’s what our daddy does and that’s what “research” tells us to do. But the illogical and dangerous habit doesn’t stop there. The argument to invest in digital display advertising has degenerated to shocking levels. Everything we read (mainly faux research) and hear (at conferences) is insane. We’re not told to invest because “display ads work” but “because they feed what everyone knows DOES work.” That is, search marketing! That alone appears to be why we must continue to spend on yesterday’s tired media model of chasing eyeballs and calling it a day.
I find this fascinating — especially in that how search marketing, for most businesses who use it, doesn’t work (or at best is over-rated). Are we marketers going to continue funding display because search marketing companies (iProspect) who are owned by companies with strategic interest in display advertising (Ageis) tell us that to stopping a bad habit will harm us? Aren’t we smarter than that?
Jeff Molander is the authority on starting sales conversations online. He teaches a proven, effective and repeatable communications process to spark buyers curiosity about what you're selling. He's a sought-after sales prospecting trainer to individual reps, teams of sellers and small businesses owners across the globe. He's an accomplished entrepreneur, having co-founded the Google Affiliate Network and what is today the Performics division of Publicis Groupe.
Jeff also serves as adjunct digital marketing faculty at Loyola University’s school of business. His book, Off The Hook Marketing: How to Make Social Media Sell for You, is first to offer businesses a clear, practical way to create leads and sales with platforms like Facebook, LinkedIn, YouTube and blogs.