THE ANSWER FOR "GOLDBACH'S CONJECTURE" IN ADVERTISING AND MARKETING MAY JUST ARISE

THE ANSWER FOR "GOLDBACH'S CONJECTURE" IN ADVERTISING AND MARKETING MAY JUST ARISE

THE ANSWER FOR "GOLDBACH'S CONJECTURE" IN ADVERTISING AND MARKETING MAY JUST ARISE

THE ANSWER FOR "GOLDBACH'S CONJECTURE" IN ADVERTISING AND MARKETING MAY JUST ARISE

THE ANSWER FOR "GOLDBACH'S CONJECTURE" IN ADVERTISING AND MARKETING MAY JUST ARISE

THE ANSWER FOR "GOLDBACH'S CONJECTURE" IN ADVERTISING AND MARKETING MAY JUST ARISE

THE ANSWER FOR "GOLDBACH'S CONJECTURE" IN ADVERTISING AND MARKETING MAY JUST ARISE

2021-03-18

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Source  : Marketing
Date : 18/03/2021
Author 

: Mr Feng

 

John Wanamaker is hailed as the father of convenience stores. His famous quote "The customer is God" may have been one of his catchphrases.

Another famous Wanamaker quote has been written into materials for advertising teaching, and it's also known as the "Goldbach's conjecture" in the advertising and marketing industry: Half the money I spend on advertising is wasted; the trouble is I don't know which half.

When putting together that quote with modern big data and a chain reaction caused by the largest black swan event in half a century - COVID-19, perhaps we can now answer the "Goldbach conjecture" in the advertising industry.

Forbes magazine published an article last weekend, titled "25 years of digital marketing", in which a painful fact was shown: the fraudulent behavior of companies in digital advertising marketing.

Last year, for well-known reasons, many gigantic companies pulled their ads off major online platforms. And the outcomes were unexpectedly surprising to the eyes: their revenue performance remained unchanged.

 

 

Procter & Gamble cut 200 million dollars spend on digital advertising, and sales performance proved unaffected. When Chase Bank had reduced their ads from 400,000 websites down to only 5,000 (a 99% decrease), the supervisor noticed that there was no change in their business activities. And when Uber canceled its $ 120 million digital advertising spend aimed to attract new users to install apps, they found no decrease in downloading and installing rates.

Generally, when big brands stop investing in digital advertising, nothing happens. Earlier, back in 2012, eBay shut down their paid search ad spend and found that revenue from these sources did not change...

Even small companies meet the same scenario. When they adjust their digital marketing direction and decrease the number of online ads on their websites, they find that the number of visits does not decrease. It increases instead.

According to Forbes, most problems with digital advertising stem from the marketing company's obsession with high-traffic advertising, but there’s an undeniable truth that a lot of advertising and traffic clicks can't be converted into more business and sales.

As a matter of fact, they’re nothing more but numbers on screens and tables.