Marketing’s tough, isn’t it? It’s increasingly difficult to be heard in an endless sea of promotional noise. Sadly, many marketers turn to spending more money on more things in more places to more people. The result is marketing pollution – a continuous stream of irrelevant marketing that fills everything from mailboxes to inboxes and all the places in between.
There’s a reason media agencies are called media agencies. Ahem. They buy media. Instead of investing in the individuals who are closest to conversion, they “spray and pray” and hope some real prospects emerge along the way.
Is it worth weeding through all the people who have no interest in your product to get to the small number who do? No. It isn’t. Flip media buying on its head. Start from the ground up.