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A comment on What do we really know about the effectiveness of digital advertising?. Parent comment

Re:What do we really know about the effectiveness of digital... by marrone12 on Wednesday November 06, 2019 @04:05PM (#21467285)
There is a selection bias in these studies as well -- that you are focusing on large, already established brands that have good brand recall and people who had intent to purchase there anyways.

For smaller companies that are just starting out, it's relatively impossible to have prior intent when people don't know who you are or what you offer. There are a number of companies who started with nothing and grew their business via online ads and this seems like a giant blind spot in the article as well as the studies that you mentioned.

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Re:What do we really know about the effectiveness of digital... by sharkmerry on Wednesday November 06, 2019 @04:30PM (#21467577)
> There are a number of companies who started with nothing and grew their business via online ads and this seems like a giant blind spot in the article as well as the studies that you mentioned.

But is that number statistically significant? some do, how many others tried the same route and failed, how many grew without it, etc

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