Strategies to Improve Your Online Advertising
Marketing Week contributor Grace Kite has shared an article highlighting the two tasks of online advertising that marketers misunderstand.
Kite says, “This year Facebook is 15 and Google is 21, but as advertising channels for big brands, neither has emerged from the troublesome teenage phase into a fully effective adulthood.
It’s because marketers are often not using these and other online channels appropriately. Online ads perform two distinct tasks that need two different decision-making processes, but many marketing departments only use one.
The first task is the one that marketers are most comfortable with because it is the same task that’s done by offline ads. If seeing a compelling picture on Facebook is similar to seeing a poster on the street, and watching a video on YouTube is similar to watching one on TV, then it’s clear, an online ad is just like an offline one. It’s an investment into generating demand and producing future sales”.
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