Avoid falling into the indifference trap with your digital marketing
While it may seem obvious, it is surprising just how many digital campaigns are being planned on auto-pilot, with an over-reliance on Meta and Google.
As Ori Gold, CEO and founder of Bench Media, explains, great creative placed in the wrong context against too broad and distracted an audience can go unnoticed.
In a fascinating social experiment in 2007, famous violinist Joshua Bell performed anonymously as a street busker at a Washington D.C. subway station.
Even as he performed complex pieces on his multi-million-dollar Stradivarius violin, most bystanders didn’t recognise or even stop to listen to the world-class music. Financially, he made $52.17 during that hour, a big contrast to what he was used to while with the Saint Paul Chamber Orchestra.
The experiment is an excellent metaphor for the challenges we face in planning an effective digital media campaign, that is, great creative placed in the wrong context against too broad and distracted an audience can go unnoticed.
While this seems obvious, it is surprising just how many digital campaigns are being planned on auto-pilot with an over-reliance on Meta and Google and thereby falling into the indifference trap. Add to this the fact these two major platforms are losing market share (tracking to drop below 45% this year combined) plus the important consumer privacy changes taking place and it becomes doubly important you get your planning basics right to ensure your campaign doesn’t go unnoticed.
