Keeping Attention Isn’t Easy
What’s easy is buying impressions.
“You can lead the horse to water — but it’s your job to make sure there’s water there.”
I’ve made that statement to business owners for many years because I find that most are too focused on the advertising outlet and not the message. People get excited about the opportunity to be on their favorite radio station, broadcast or cable channel, etc. Most don’t get excited about what their content “means” to the reader, where that person might be in the consumption process or how they might perceive your brand’s website, social media or creative.
It is very easy to get a banner ad turned around and posted online and not much time is required to put a Facebook ad together. It does take time, strategy and execution to make sure you are bringing value to your customers and giving them a reason to stick around.
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