Why Marketers Destroy Everything
This is probably a little odd considering I am a digital marketer myself but oh well. The problem I have with advertising is display ads and promotional ads that show up within apps, programs or websites. I know people have to eat and pay bills. I’m ok with that, but the problem comes when I am trying to watch Youtube and I am swarmed by a barrage of pop-up ads that are irrelevant and disrupt what I am doing.
Interruption marketing died a long time ago and it is not an effective means of promoting products. Speaking from personal experience online paid ads are generally very poorly targeted. For example, youtube ads are the worse. I would be curious to see the click through rate or ROI on these ads because I know from personal experience I get hit with a lot of irrelevant video ads that usually has nothing to do with my online searches. According to Smart Insights, the average click-through rate for display ads in April 2015 is .06% which is roughly 1 click per 1000 impressions. While this could potentially be attributed to poor copy writing, imagery and poor targeting but this is still a very low Click Through Rate.
I believe moving forward as marketers we need to have better-targeted ads and conduct better research. We need to learn more about our target audience such as their needs, wants and desires. We need research our markets better and understand their needs moving forward rather than running poorly targeted ads and risk tarnishing their brand.