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Stop Burying Digital Advertising
By 2020, more than $117 billion will be spent on digital and mobile advertising in the U.S. And as marketing budgets continue to increase across our industry, the investment in digital advertising will likely continue to grow, as well. As I survey our industry’s digital advertising output, it is clear that the bulk of ad dollars are going to direct response ads, those middle-of-the-funnel type. Is this the best strategy? There is power in closely aligning digital (as well as social) advertising with traditional marketing efforts. To me, there is an obvious place for digital advertising in the marketing mix, but do we need to scrape the bottom of the supply-side barrel to increase digital metrics or only maintain a direct response approach?
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