About a year ago, Christof Baron , one of the most reputable figures in the German advertising industry and associated for years with the media agency Mindshare, claimed that marketers were drunk with digitalisation (and caused a real "earthquake" in Angela Merkel's country with his statements).
Twelve months later, Baron has raised his voice again to warn of the worrying obsession of advertisers with digital marketing . However, he no longer believes that marketers are drunk with digitalisation but that they are victims of a “hangover” (of anthological proportions).
According to Baron, with the increasing importance of algorithms in digital marketing, marketers are losing control over the field and are finding it increasingly difficult to understand what is happening there.
Baron, who is currently head of media for the pharmaceutical company Sanofi, dissects in an article for Horizont the 6 theses that account for the current and hungover state of digital marketing:
1. Online advertising works only and exclusively at the bottom of the ukraine phone number funnel (or in other words, in sales). When it comes to branding and brand building, online advertising still leaves much to be desired and its influence is extremely limited.
2. Due to the fragmentation that eats away at online advertising from within, it is almost impossible for advertisers to obtain net reach at reasonable prices through this discipline.
3. Programmatic advertising is the art of lining your pockets with inventory that is completely worthless.
4. In the digital universe, there are more and more things that escape the control of advertisers. Control requires a huge technological effort (and also very high costs) on the part of marketers.
5. The creativity of digital campaigns has been unforgivably neglected over the past few years. In addition, consumer willingness to interact with brands on the web has clearly been overrated.
6. Media agencies are orphaned of the necessary capabilities to get to grips with the growing complexity of digital advertising, where they are nothing more than second-class players. After all, says Baron, the rules of the digital advertising game are written in Silicon Valley.