If we really want to make a difference within this industry, it’s going to have to start by addressing a lot of pre-conceptions that are stifling it.
Consider these statements which are often assumed to be true:
- All advertising activity is to be measured by response, even if it is branding
- All advertising is sold against channel, not specific content/story
- All advertising needs to be intrusive to be effective
- All advertising objectives are to get a user to travel somewhere else
- All advertising decisions sit with a sole creative concept with no bearing of user interplay on specific channels
- All advertising needs to sit alongside content, not within it
- All advertising that does not generate an immediate response is deemed as a failure
- All advertising should be sold per impression, not per unique user time
- All advertising should be auto-initiated wherever possible
- All advertising should be designed on a 30″ Apple monitor and not tested on a PC laptop
And we wonder why clients are still nervous about spending money online?
Then let’s be even bolder and state the following:
- Creative agencies have own agenda to create micro sites
- Media agencies need to drive traffic through to said sites to justify spend
- Media owners justify means of delivering said traffic
- Clients just want to sell stuff to consumers
Does it not strike you that there may actually exist a conflict of interests between the client and the people they employ on their behalf…?
– What about the user experience? Does traffic driving work? Do micro sites work?
– Or is it a case of ‘shhhh don’t ask, the client spends money with us and we don’t want to rock the boat.’
Fact: The client would spend a HECK of a lot more money with us if they saw tangible results!
And by that I mean ‘conversions’.