For centuries mankind have struggled to make their work more effective and less costly. We have built machines which can handle the work of 10 to 100, 000 employees and then improved them to produce for less cost. We are so good at this that we sometimes forget the value of something that is handmade.
The same things goes for media. We have bought ad placements to spread the message of our brand instead of hiring staff out on the streets talking about it. Lately we have even begun moving our budgets from TV and print to online to reach larger audiences to less cost. Again like improving production.
But this time we are really failing.
We know that we scan webpages without seeing the ads. And most of us rarely or never click on an add, regardless of how interesting they seem. If we do actually see them and their message, fact is we are more likely to google the message than click on the banner.
Meanwhile – many of us seek information about your companies products. We want to read about how to set up a kitchen, or what is in style this fall. Information that your company have, but is not sharing. Because it is less expensive to make an ad about your product, providing no additional value at all, than it is to start a blog about your field. Pr, blogs, video, podcast and social media is often considered to time consuming and to risky of an investment. But, they could provide value which no ad will never come close to they might be both more cost efficient and productive in the long run. Still, few are willing to take the risk, the risk to invest in something handmade.
If we would forget about cost and effiecency for once and focus on what will increase sales the most in a year. Do you honestly believe that ads are the solution?