DIGS is the premiere luxury real estate lifestyle magazine serving the most affluent neighborhoods in the South Bay and Westside of Los Angeles, California.
Issue link: https://www.southbaydiggs.com/i/1153046
30 DIGS.NET | 8.9.2019 of data created each day and the pace is accelerating. In fact, over 90% of the data in the World has been generated in the last 3 years alone. Cruise the web and you'll find over a billion blogs posted on the internet, as well. So, here we are. An infinite supply of supply. And, the rise of programmatic marketing automation, and the decline of Western marketing civilization as we know it. A new critical mass. "It's all about reaching audiences more effectively," says the marketing buzzard. What has been lost in the arms race for marketing performance and optimization? Creativity and the message. When you attempt to optimize and scale bad marketing it only makes it worse, and more annoying at the same time. If your marketing sucks, automating it will only expedite your brand's demise. When did internet advertising begin? It was 25 years ago that the very first banner ad appeared on the web – it was an ad for AT&T that appeared on HotWired. com in 1994. Approximately 44% of the people who saw it actually clicked on it. For comparison, today, the average click through rate (CTR) is about 0.45%. News of the first banner ad spread fast, and thus began the "great internet advertising flood." Fast forward to today and the average American consumer is bombarded by at least 4,000 messages per day, no doubt contributing to the documented decline of our attention span, which has gone down 33% since 2016, and is now 8 seconds, or one second less than a gold fish. And the good times continue as Zenith Media forecasts global ad spend will grow by 4.6% this year to reach U.S. $639 billion. And, in 2021, internet advertising will exceed half of global ad spend, accounting for 52% of all advertising expenditures. The digital media explosion. Surfing the web? Which one of the roughly 1.5 billion websites in the World will you choose? Today, there are close to 4 billion humans using the internet with Google now processing more than 40,000 searches every second of every day – that's 3.5 billion per day! Looking for content? No worries, there are 2.5 quintillion bytes The Marketing Arms Race P U B L I S H E R ' S M U S E Everyone knows marketers love shiny new objects, but with the current MARTECH arms race we've reached a critical mass. Brands have been told all along "digital first." Wrong. People first. Coming full circle. After 25 years of hype and marketing blowhards spreading their digital disease, maybe we're starting to come to our senses. Without a clear view in online publishing standards and programmatic ad buying transparency, brands are starting to wake up to the risk. We're actually starting to see some brands take proactive measures to align media with their values. And most importantly, a realization that marketing for the masses can't be one-to- one, personal, and effective at the same time. Brands need to stop worrying about how many "big numbers" they reach, and instead focus on small audiences that are specific and relevant. Build trust with your message, story, and creativity. This will ultimately increase your percentage of those that will take action. Let's call it marketing effectiveness. Until next time ~ Warren J Dow | Publisher wdow@Southbaydigs.com | 310.373.0142