When marketers talk about the problems plaguing online ads, they tend to focus on performance-impacting issues, such as viewability, click fraud, and the expensive ad tech tax. You may also hear about brand safety, but usually in reaction to high-profile mishaps like with Youtube and Breitbart.
This is because digital advertising falls under the realm of the performance marketer, who is paid to ensure CPCs stay below this and CTRs stay about that. They are incentivized to view success in the short term. And the folks who are paid to build brand equity (say, the CMO) generally let this team have full reign over spend, as long as it's within a specific ROI.
It's incredible how some businesses today can fail so spectacularly in their marketing strategy. With bad example after bad example, you think that companies would learn from each other and know exactly what not to do by now.
But, when companies get sloppy, it shows in the quality of their marketing campaigns. They don't understand their audience. They misread the seriousness of a situation. They don't take the time to think about how their ad could potentially be interpreted wrong. Or, they aren't able to correctly anticipate the reaction from their audience.
Writing a fantastic resume is a talent that many of us don't have. At least not under pressure when you are looking to secure your next career move or job position. This is why it is critical to update your resume consistently. This way, when the time arises for you to seek new positions or even promotions, you are prepared and ready to put your best foot forward.
Many career-minded individuals set time aside every month to review the information on their resume and make any updates and adjustments necessary. There are tons of reasons why you should do this; let 's explore a few below.
You might be spending more than ever on digital advertising, but are you investing in the right channels?
Print and broadcast advertising continue to lose ground to digital on all fronts. This year, television spend will dip 2.2%, while old-school channels like print newspapers will drop almost 18%. The shift makes sense, given digital's ease of measurement, simple attribution, and overall effectiveness.