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5 Reasons Why Snapchat Is A Marketing Loser
- Forbes, Wednesday, March 2, 2016 10 AM
Numerous changes need to happen to the core functionality of this app before it’s possible that this deficient, substandard social app gain the attention of the ROI driven marketer. Nothing is worse than a marketing message that disappears and can’t be recalled later. It doesn’t matter how you spin it or phrase it. If it’s something that can’t be recalled or watched again, what’s the point?
The point of Snapchat is that paid ad exposure is, once and for all time, precisely measurable. And thus easier to monetize. Who cares if it can be recalled or watched again, if ad exposure is what pays the bills? The money spent by advertisers has always been about exposure but competing digital media do a terrible job proving that the consumers actually witness the ad. The Snapchat magic involves the user's finger remaining on the glass screen, which documents the exposure.