‘Digital advertising’s perverse incentives’ – Marketing Land
Peter Minnium says, “In digital advertising, as in life, it’s important to start with the desired end in mind.
There’s a well-worn tale about a city slicker who gets lost while driving the back-country roads of Maine en route to the capital city. After driving for what seems like an eternity on unmarked roads, he comes upon a farmer on a tractor in his field. Relieved, he hurries to the local and asks, “How do I get to Augusta?” The farmer, after sizing the man up, responds laconically, “Well, I wouldn’t start from here.”
It is imperative for success in digital advertising to start off from the right place — with a clear focus on the metrics that matter.
Yes, technology incited an explosion of content, devices, formats and opportunities to reach people, together with a cavernous quantity of data and a mind-boggling suite of metrics. Marketers can easily feel lost in unfamiliar territory like our Google Maps-less city slicker, struggling to adapt to a constantly changing environment and forced to choose — often inopportunely — from a plethora of potential navigation strategies.
Although studies repeatedly negate the link between sales and click-through-rates, the top five ways that native ads are evaluated are engagement rate”.
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