Content, relevance and intent will definitively save the online medium. Justifying every dollar of your marketing budget, brand awareness that is held accountable to driving revenue and sales as well as driving brand is paramount.
Many of us are seeing shrinking advertising budgets. We’re seeing a shift to ROI in the online world which is great. But we still need to prove ourselves, create new forms of measurement and earn the respect we so desperately seek. Why do all of those media dollars still end up on TV? Why isn’t everything coming our way?
We need to have an engaging and relevant message for online users. Targeting, websites that add value, smarter search, user generated content and how to leverage that will crack open the vault.
Advertisers will welcome us as soon as we can prove we’re not wasting anyone’s money.