Wednesday, April 6, 2011

Why Did Saks Fifth Avenue Pay Twitter to Show me this Ad?

Advertising and Marketing is complicated. The whole chain of important activities to sell something can be blown if just one key part fails.

1] We need a product people want or will want if they know about it.

2] The Brand needs to make something that meets the value expectation otherwise all marketing efforts go down the tube with no repeat business.

3] The Advertising and Marketing must be crafted in a way that achieves the goals of awareness, enticement, emotional connection whatever it takes to get someone to try something new or improved, or remember they miss/liked something they have tried and forgotten about.

4] The Advertising must bee seen by people who will most likely buy the Brand's product or service. The less likely I am to buy the more it costs the Brand per contact. For example I can show an Ad to 100 people who will have a 70% likelihood of buying. Say that is a finite number. Now the next hundred whom I pay the same $$ to reach have a 50% likelihood of buying. It just cost me more per sale for my Advertising/Marketing expense.

Last Friday I saw this ad as a sponsored Tweet in my Twitter Feed:

I didn't see it once. I saw it ALL FREAKING DAY!

So I clicked to see what the link brought me too. Drum Roll Please!

As Kyle's Mom on South Park would say....What What What??!!!

So who's fault is it? Twitter's? The Media Planner? The Ad Serving Platform? Is Twitter not sophisticated enough a platform to identify women? What is worse is whomever is giving a report back to Sak's is counting my views as success. And counting my click as a success. Which is why people do not trust Marketers, Advertisers, Nielsen, etc. Anyone who makes money based on gross views or clicks without identifying how many of the true target saw something or took action is technically stealing money from their clients.

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