Lines from “The Definitive Guide to Digital Advertising” are quoted. My remarks are in bold.
“It doesn’t matter who you are marketing to—businesses or consumers—today’s buyers are interacting with your brand across multiple channels and devices”
Interacting or just digital window shopping.
“Plus, they have more expectations than any other buyer generation in history. Modern buyers want personalized, one-on-one conversations with brands at the right place and at the right time.”
No one wants to have an actual conversation with a Brand.
“Your buyer expects a conversation to take place seamlessly from your website, to her cellphone, on social media, and on all of the other websites that she visits in any given day, week, or month. Your buyer expects a continuous experience.”
Most don’t actually. 1% to be exact. Social is dominated by a small fraction of very heavy users that are very vocal.
“Unlike traditional advertising, digital advertising is more universal and flexible, enabling you to tell your brand story on the channels that your buyers frequent—through text, images, video, and more.”
More universal than TV? 84% of HH’s in the US have at least 2 TV sets. Total TV Penetration is 97%. TV programming contains advertising, er, Brand Story telling. Not only is TV (and Radio) very flexible, but more frequently used. Time spent per day in hours = TV 4:31, Radio 1:52, PC :58, App/Web on a Smartphone 1:39, App/Web on a Tablet :31.
“While this is certainly a challenge for marketers and advertisers, new ad technology and innovations continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things, now provide endless opportunities for marketers and advertisers to engage in a cross channel way.
Technological innovation has made it very difficult to navigate the new Mediascape.
“The goal of our Definitive Guide to Digital Advertising is to provide a thorough overview of the digital advertising landscape and help you create a framework for engaging your audience within these channels as part of a seamless conversation. There is a lot of noise generated about digital channels and we want to help you navigate!”
Lots of Noise alright…
This is just the first page. The other 115 pages contains highly more anecdotal rhetoric.
