BNET posted an article titled “Spray and Pray: Why Does Anyone Still Buy Advertising?”
This stirs many controversial thoughts. While we agree with the line of thinking about the problems with many traditional forms of advertising that offer no accountability. We don’t want direct mail to get lumped into being called “spray and pray”, spraying money around and praying it works. Direct mail and direct marketing offer targeting and accountability.
We profoundly disagree with the author’s total, complete faith in online advertising. The author also stated “Advertisers love to claim that the decline in advertising is due to the recession.” What about the thought that the recovery is taking longer than it should because we are relying on new media to generate new business? Which came first the recession or the absolute dependence on a media that can so easily be deleted, ignored or closed with a click? There is a lot of science that supports the effectiveness of things that can be touched and felt.
We agree that much of the investment made in email and some other forms of electronic and Internet marketing feel so affordable. The costs are so negligible. Can you build or rebuild your business with such a small receptive audience to your offer?
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