Why you should stop scaling spend and start scaling value?
🚨 Half of internet users use ad blockers. Let that sink in. 🚨
3rd party cookies are basically history and so is cross-platform tracking.
This means you will keep paying more money to reach the same, or even smaller, audiences.
Sticking with the dated approach to “performance” is becoming a very expensive mistake.
Marketers brought this on themselves when they chose to use ad tech ON users, not FOR users.
Marketers brought this on themselves when they chose to use ad tech ON users, not FOR users.
But this new reality, whilst challenging, is a huge opportunity.
To seize it, you must first stop “scaling budgets” and start “scaling value”.
In other words, stop trying to force your brand on people. Instead, offer them value.
Follow these 5 steps to get started:
1️⃣ Shift budgets to content creation:
Content in all its forms (written, video, blogs, and more) allows you to offer value to your audience while establishing your expertise, relevance, and brand.
2️⃣ Make your advertising creative:
In too many campaigns algorithms take the wheel and creativity takes the back seat. Advertisers must break free from their spreadsheet cell and make advertising that entertains, surprises, and inspires their audience.
3️⃣ Find out what your audiences are interested in (no, it’s not your product):
Putting 5 pack shots in the first 3 seconds of the ad will get eyes on your product, but it won’t make anyone care about it. Try looking at your product not as the main component in your customer’s life, but as something that enhances it somehow. How can your product or service improve something your customers care about?
4️⃣ Incentivize your audience to come back for more:
Create formats. Publish article series. Be consistent with your content generation. Make it clear that it is worthwhile to keep you in mind.
5️⃣ Don’t fall into the “quick wins” pitfall:
Quick wins are like the gasoline of marketing. It can create a quick explosion but it burns quickly, it is costly, and it is not sustainable.