Is the effectiveness of digital display advertising in a downward spiral? I know, there is more money being spent on digital advertising than ever before. In fact business is good. However....
Attracting click-thrus and gaining time on site is an important measurement in the world of digital advertising. But are consumers interacting with the content you've directed them to in a meaningful way? Damn you fickle conversion rates!
Now trot out ad-blocking software and apps, along with a simmering sentiment of annoyance for ads popping up while you're trying to read an article or watch a video, and it makes getting your message to the right person at the right time in the right way through digital advertising a bit like hopscotching in high heels.
This means it is a great time to be a writer and producer of visual content!
Good content, even if it talks about brands, wins out over advertising in a world in which we seem to be plugged in all the time. We're not spending a ridiculous amount of time glued to our phones looking for ads.
Now I'm not recommending your business drop all digital advertising. Only that you step back and see that it's worth making the effort to produce good content that will attract people (and I'm looking at you with your online spending habits and propensity to depend on user reviews) in a more organic way.
So make sure you have a good content management strategy. Because I'm tired of that purse I looked at on Amazon last year that is still following me around online.