Advertsing
Online advertising does not help in building a brand
Targeted ads are coming to TV. Advertising technology has already popularized individual targeting on the internet. Hyper-targeting has not resulted in better business outcomes.
Online targeting targets the same customers, who have either visited the website of a brand or they have purchased from the brand. It is similar to focusing on only 1% of the customers, while ignoring the remaining 99%. This audience is a potential customer, which does not know about the brand. Over targeting and digital advertising is taking place at the expense of brand advertising.
Dr. Augustine Fou wrote on Forbes, “But no matter how many ads you show or how well-targeted the ads are, a customer will not “buy 5 quarts of milk, when their family can only possibly drink 4 quarts of milk each week.”
Brands and businesses should invest time and resources on brand advertising. It makes potential customers aware about the products and services. Real marketingis avoiding short cuts and testing long term things, which work.
Dig deeper: Online ad targeting is inaccurate Link