Commentary
Hi, My Name Is Digital Marketing -- And I Have A Problem
- by Maarten Albarda , Featured Contributor, December 15, 2014
Every client database or email account pretty much has been hacked -- and if your business miraculously has not yet been attacked, it is only a matter of time.
Meanwhile, there isn’t an advertiser in the world who has not included a considerable and probably increased share of budget to pretty much any form of digital advertising in 2015. I have delivered and approved such plans myself.
I therefore bow my head in shame, and do what I was made to do in elementary school when I had done something stupid. I recommend every marketer do the same. Perhaps that will get the message through to our collective thick skulls.
Here goes:
Digital advertising is fraught with suspicious data, questionable advertising inventory and content, and is in most instances completely insecure. Use with extreme caution and develop what-if scenarios for eventualities you simply must expect.
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Digital advertising is fraught with suspicious data, questionable advertising inventory and content, and is in most instances completely insecure. Use with extreme caution and develop what-if scenarios for eventualities you simply must expect.
Digital advertising is fraught with suspicious data, questionable advertising inventory and content, and is in most instances completely insecure. Use with extreme caution and develop what-if scenarios for eventualities you simply must expect.
Digital advertising is fraught with suspicious data, questionable advertising inventory and content, and is in most instances completely insecure. Use with extreme caution and develop what-if scenarios for eventualities you simply must expect.
Digital advertising is fraught with suspicious data, questionable advertising inventory and content, and is in most instances completely insecure. Use with extreme caution and develop what-if scenarios for eventualities you simply must expect.
Digital advertising is fraught with suspicious data, questionable advertising inventory and content, and is in most instances completely insecure. Use with extreme caution and develop what-if scenarios for eventualities you simply must expect.
Digital advertising is fraught with suspicious data, questionable advertising inventory and content, and is in most instances completely insecure. Use with extreme caution and develop what-if scenarios for eventualities you simply must expect.
Digital advertising is fraught with suspicious data, questionable advertising inventory and content, and is in most instances completely insecure. Use with extreme caution and develop what-if scenarios for eventualities you simply must expect.
Digital advertising is fraught with suspicious data, questionable advertising inventory and content, and is in most instances completely insecure. Use with extreme caution and develop what-if scenarios for eventualities you simply must expect.
Digital advertising is fraught with suspicious data, questionable advertising inventory and content, and is in most instances completely insecure. Use with extreme caution and develop what-if scenarios for eventualities you simply must expect.
I am limited to 600 words in this column. My elementary school teacher would make me write whatever needed correcting easily 50 or 100 times. So keep repeating. And more importantly, plan ahead for every worst-case scenario you can think of -- because we can now say with certainty all that will happen to your carefully crafted digital existence.
What none of these articles touch on is measureability, never mind viewability. if a network is not measureable or doesnt even want to be measured then the situation could be worse. When we ran a viewability test we had esteemed partners that are mentioned in the article that were only 30% measureable.
My view is if something is non measureable dont run it. Its simple as that.
love this
If your digital strategy consists of separate advertising, inbound marketing, web, crm... strategies, then I agree with the advice. However if you design, build, launch, text and refine an integrated digital strategy that fails fast and learns for its mistakes then you will have graduated from elementary school.
At BrandsTek.com We strongly advocate building a strong brand name and recommend brand building and ongoing marketing to customer base over blind outreach.
Sony, the one and only....not.
You could even skip the word digital. This does sound familiar too: Advertising is fraught with suspicious data, questionable advertising inventory and content, and is in most instances completely insecure. Use with extreme caution and develop what-if scenarios for eventualities you simply must expect.
Maarten, your article may have broken the “digital conspiracy of silence.”
But what choice does one really have? Go back to print? (Smile)
I have to agree with Ab on this. Digital Advertising may be one of the few marketing outreach tactics that is trackable. Most others are truly shotgun blasts of content with CMOs not really knowing where they land. Digital is the future of accountability and while in its infancy will have some contradictions that need to be corrected.
Seriously? I am surprised to have to even say, digital is the only ad platform/channel where we can get these metrics, let alone account for them. That should be lauded. How many people drive past your billboard and don't read it; go to the kitchen and snack or ffwd through DVR versions of your television ads; flip past your print ads; or even correctly receive a message diretly communicated to them verbally? The only reason we have these metrics is digital is the only place gathering these metrics is even possible! So, please there is no need to fall on the sword and woe is me for digital. Instead pat yourself on the back because you just learn the first rule of every output - there will be waste.