A Digital Marketing Fairy Tale: Using Technology To Do Better

Once upon a time in pre Instagram land far away, digital marketing was a revelation.

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It was a pioneer of digital disruption, spreading news of automated business processes and signaling a whole wave of advancements to come. It transformed customer service into social media management, cold calls into content marketing and ad demographics into tangible KPIs and analytics.

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Digital marketing, however ironically, didn’t continue to solve problems in a streamlined fashion alongside the digital ecosystem. Now, instead of making things easier and more efficient, digital marketing is often an overwhelming, time-consuming, and financial drain. Convoluted processes, lack of transparency, costly intermediaries, and fraud come together to make marketing a tenuous and expensive job. And that’s just the business-end.

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What about how consumers feel? According to a hubspot report, almost 50% of people clicking on ads do so only by mistake or claim that the advertiser tricked them into doing so. We have all had that frustrating experience of unintentionally clicking on an ad and screaming in the middle of a meeting.

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Or being targeted for a product you’d never in a million years consider purchasing.

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Or searching three different ways for research on a subject, only to find “content” that is nothing but the same recycled facts you could pull off wikipedia.

There’s gotta be a better way!

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• Digital marketers should be able to run tests to determine the best strategy and maximize the value of their digital marketing campaigns.

• The right consumers are targeted and ads are only shown to people who have demonstrated interest through their online behaviors.

Fortunately we have the tools we need to implement such solutions, now it’s up to digital marketers to use these solutions to make the digital universe a better place for all of us.