If only ‘targeted advertising’ worked as well as those who’ve never done it think it does.
I can't believe I'm getting on this tired horse again, but for the obvious rebuttal of 'then why do companies spend money on it?', you have to understand that even now digital advertising, with all the 'targeting' in the world, is an improbable statistical fluke.
A marketing team would be high-fiving if they managed to get their clickthrough rate from .5% to 2% through the use of smart targeting. All else equal, that means a 4x in revenue. Woot! Huge success...we are marketing gods.
Which is a polite way of saying that, for all your effort, 98% of people utterly ignored your messaging.
Ads can 'work' from the ROI perspective (because media is now traded on exchanges and more efficiently priced), and still be mostly ineffective as a form of mass persuasion.
Ads can 'work' from the ROI perspective (because media is now traded on exchanges and more efficiently priced), and still be mostly ineffective as a form of mass persuasion.
Thus, the 'surveillance capitalism' people who think ads turn nations into consumer or political zombies, or take the reach numbers of a campaign and translate those into election votes, are (sorry) complete morons who have no idea what they're talking about.
It's actually quite difficult to get masses of people to believe something based on ads alone, given how small advertising is as a fraction of total media consumed.
Media going insane, and nearly 100% of them indulging conspiracies or quasi-religions however...is another matter.
Media going insane, and nearly 100% of them indulging conspiracies or quasi-religions however...is another matter.
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