The Trend Predictions Season Is Now Open
Internet advertising is beating all growth expectations, and the landscape is looking one-sided from a category perspective.
What this means is that you must make sure the goal of your campaign is singular and crystallized. For example, with digital you can’t promote consumer perception ratings and form fills and viewership conversions and general branding (you never could in crowded newspaper ads either, but you didn’t have the data to show).
Now we have the data and the results. Narrow your messaging and conversions, or you’ll find the digital age will eat all your money and deliver poor results. That’s not a prediction. That is a fact going forward.