No matter what messaging you attempt to put into the marketplace to try and convert the audience into customers, the promise of the experience has to match the actual experience of the brand, product or service. Simply put, if you say one thing and do another, then you'll fail.

There is a lot of discussion on why advertising spend within digital media has not grown in proportion to the amount of time people spend in digital media. But have a discussion long enough about advertising in digital media, and you are bound to end up in the same place: effective advertising in digital media does not scale efficiently. Simply stated, it is hard to spend a lot of money in digital media.