Re:Burning money on paid ads for a dev tool – what we've lea...
by kromem on Saturday September 30, 2023 @01:24AM
(#37712974)
Paths to conversion are typically rather complex and have multiple touch points.
Awareness is a big deal and a necessary step before it's possible to even be in a consideration set.
For example, TV ads typically rank very low in any self-reported market research on influencing purchase intent.
And yet if you run a test in a DMA pulling TV ads you'll see sales decrease dramatically.
While the industry likes to pretend it has come a long way, in many cases marketing and advertising is still just as much "I know half of my ads work and half don't, I just don't know which half is which."
Awareness is a big deal and a necessary step before it's possible to even be in a consideration set.
For example, TV ads typically rank very low in any self-reported market research on influencing purchase intent.
And yet if you run a test in a DMA pulling TV ads you'll see sales decrease dramatically.
While the industry likes to pretend it has come a long way, in many cases marketing and advertising is still just as much "I know half of my ads work and half don't, I just don't know which half is which."