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Online marketing is in trouble

Michael Spencer writes “Snapchat, Instagram, Twitter, and Facebook have all shown declines in usage. In almost all countries, time spent on the four leading social media apps, Facebook, Instagram, Snapchat and Twitter had fallen. We cannot be surprised if the same holds true for LinkedIn.” This, coupled with the news that up to 90% of online ad metrics could be caused by BOTS and the double digit increase in ad blockers means online marketing is in trouble.

How did we get here? The overuse of technology. Technology is trying to replace people and it’s not working. Technology buys ads on quantitative metrics when quantity doesn’t really count anymore. BOTS are providing false metrics, and most marketers have no idea if their online ads are working or not beyond click metrics. To make matters worse too many agencies have been put in charge of developing websites that do nothing to promote brand objectives. They often become “eye candy” for creative people who don’t do the basics like usability studies and market research.

Somewhere along the way too many agencies, and marketers, have let technology get in the way of marketing and advertising. Technology dehumanizes marketing to the point that people become statistics at a time when they want to be seen as individuals.

Online marketing is part of an integrated marketing strategy and it has to be implemented with the same care and attention to detail as offline marketing. Brands have to challenge their agencies to ensure their online marketing is relevant. Agencies have to challenge marketers to “do it right” when it comes to online marketing. The stakes are too high to get it wrong.

Originally published at www.newmediaandmarketing.com on June 19, 2016.

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