Nothing magical about digital marketing

Technology on the internet may seem magical at times to many of us. Marketing on the internet, however, is not.
Too often a business will place a bland ad online with no offer, no call to action and no real hope of drawing anybody's attention. That same business will then have a very low click through rate and won't generate any business and proclaim that advertising online is worthless.
Well, no kidding.
A similar bland ad with no offer or call to action won't do anything in print either.
Business owners and digital marketers, alike, need to know that digital marketing is not magical. Nothing takes the place of sound marketing. Nothing takes the place of good offers and sound ad design.
As marketers, we need to work with businesses to craft good ads. Ads that have a benefit headline, a great offer or some kind of call to action will always do better than ones that don't. It's amazing to look at the difference in click through rates between quality ads and worthless ones.
If a business owner thinks that online ads don't work, ask her if she'd be willing to build an ad offering her product for free. You can bet she'd get some customers through the door then.
The point here isn't to have businesses give their products away. The point is that people do see the online ads and react to good offers.
So before allowing a business with a poor ad to drop their digital marketing, work with it on building a good ad with a good offer. Then sit back and watch the results improve.
It's not magic, it's marketing.

Marty Valania has been involved in digital marketing for over 10 years. Please email martyvalania@gmail.com  with ideas, suggestions or questions.