I was driving on the West Side of town, looked over at a billboard, and there was a billboard for tools. Instead of the billboard being a typical ad, the advertisement went all the way to the ground. An arm ran up the post and the actual tool was in the billboard area. It looked as though the arm was coming right out of the ground. If I was in need of a hammer, I’d probably remember the brand and perhaps, would have bought it.
On the Internet, I appreciate getting relevant advertising when I’m performing a search. I actually have more faith in an advertiser doing advanced keyword research, tracking me, and presenting me with a relevant advertisement than I do in Google providing me a relevant result.
I like giving advertisers tons of personal information. I do it so that they understand me better and provide me with advertising that matches my demographics. I want smart advertisements. I want intelligent marketing strategies. I still love a creative marketing or advertising campaign that’s able to chase me down, capture my attention, and makes me hover my finger over that mouse.
Am I the only one? I shop for almost everything online now. If I never had to visit another store in my life, I wouldn’t. When I see an advertisement and I’m ready to buy, I pounce on it. I love marketing and I love advertising.
I believe marketing and advertising gets a bad rap because of lazy marketers. Rather than risking creativity or doing the additional due diligence to personalize and target, they simply shove their crap in front of as many eyeballs as they can.
Great marketers are able to figure out which direction you’re heading and, if you’re heading in their direction, they lead you right in. It’s like fly fishing… the fish is hungry and the lure keeps popping up around them over and over until it’s within biting distance. Terrible marketers simply throw out the net. Can’t get enough leads? Bigger net! Still can’t? More nets! They pull their fish in while they’re struggling and gasping to get away.
How about you? Do you still appreciate great marketing and advertising?
The practice of using tracking numbers to measure the effectiveness of different marketing campaigns isn’t new, and many agencies that have mastered it have seen amazing results for their campaigns, their clients, and their own businesses.