For a couple of years I have been blogging to help others. Now has the moment come where I need your help!
My question is very simple:
Why do marketers keep advertising online, while clearly it doesn’t seem to be working?
And before your click away, no, this is not yet another blog post “yelling” to stop advertising, and to start doing content marketing.
This is something else, and I am merely trying to get my head around something.
And for this I need your help… Read more
This isn’t a blog post about how good content marketing is, and that you should stop advertising. Quite the contrary.
Allow me to explain: advertising had been shifting to online. It’s been shifting online for a while now. The most obvious reason for that is that people spend more time online. However, B2B marketers out there know that click-through rates are terrible. Leaderboard banners, skyscrapers, and what-ever-they-look-like-banners, get click-through rates below 1%.
And still online advertising seems to be growing, according to Google. There must be people who can explain that contradiction. I can’t.
It’s clear that online advertising just doesn’t work. Ask anyone you know which on-line ad they still remember, while we all spend hours per day online. The answer will be zero.
But let me tell you why B2B marketers still need to keep on advertising, on- and off-line… Read more