I used to tell people I ran a marketing agency, and they would immediately start talking about advertising. (I ran a “full-service” agency for 10 years before selling it off). Now, when I tell people I run an advertising agency, they start talking to me about Google and Meta.
But here’s the thing: there is so much more to advertising, and digital advertising in specific, than Google. Businesses continually spend hours and dollars feeding Google (content, website structure, paid search) so they can get visitors to their website or store, and get their brand out. But you don’t have to do that any longer. Artificial Intelligence (AI, ChatGPT) is changing the game; especially for search marketing.
In July 2024, the estimate was that 58.5% of visitors to Google never click-off of Google. As businesses, as marketers, we need different ways to get our brand out and visitors to our site/store.
Data-Driven, targeted digital adverting allows us to define our audience based on behavior, location and demographics, and then advertise to them where they spend their online time. That might be in an app on their phone, in a web browser or on a connected television with streaming content.
Having a complete marketing strategy and plan is critically important. When it comes to the most cost effective to deliver your message, digitally…. well, that’s when we should talk.