Promotion

It’s time for a new kind of advertising for the internet.

Whatever it is, the way you tell your story online can make all the difference.

Attention is a scarce asset. Yet, today’s advertising platforms are built on a model of interruption, forcing brands between your potential customer and their intention. “You cannot advance to the next level of this game until you watch this ad for something you don’t want.”

Studies show that when you pay to reach people using interruptive ads, less than 5% pay attention. In my experience, 5% is optimistic. In fact, the more money you spend, the more people you annoy. Advertisers are trying to solve this lack of trust problem by spending even more money and showing more ads but that only makes it worse. This is not a content problem. This is not a targeting problem. It’s a context problem.‬

People don’t trust ads. People trust people. Brands don’t need more ads. They need more people sharing them in trusted contexts. Articles written by you and shared by your clients and customers through social media are trusted. These articles then draw potential customers to your website where they can better understand your brand. A well-crafted, visually stimulating website keeps them engaged, so they remember you and your brand. You may not think about this, but your loyal customers often think of themselves as brand ambassadors, and having a stunning website that their friends are impressed by, cements their loyalty to you.

Of course, “stunning” is driven by imagery. Videos and photos are what grab the browsing customer’s attention.