Stone Age of Online Marketing
Emergence is being noticed since last 5 years in the online advertising market of Pakistan where Companies are embracing digital media but the question is; why haven’t we noticed something which has overwhelmed us.
Confusion in the online industry of the country is widespread and clear principles are neglected.This makes us think how we are growing. It may definitely be the wrong way of doing it and this is not going to last for too long. We are adding on numbers to the total online media spend but at the end of the day, wasting dollars.
Brands that spend millions of dollars don’t think beyond display advertising a.k.a. banner advertising, where internet marketing is much more than that. Pasting up banners on a website which a brand manager visits is not at all interactive advertising, its destructive advertising! We are still living in the stone age of online marketing where the online marketers don’t even know if there is a metric other than CTR (click through rate) to gauge online campaigns and if there is anything else creative than banner design for an online campaign.
We will be soon standing on a point where brands will be reluctant to spend online just because it will be tagged as one of the most inefficient medium by the marketers and I will blame the digital media gurus of the local scene only. Digital media agencies are striving hard to trade the merchandise they have by fooling the rest.
In fact you should be ready to be fooled by people selling technologies and confusing you with complexities in the digital media landscape i.e. if-you-can’t-convince-them-confuse-them strategy.