Before You Invest In Online Advertising…
Okay, so your company has come up with a new doofangle. Nevermind that this doofangle is basically a copy of someone else’s doofangle, you want a slice of that doofangle-sales pie, (as it hasn’t been sliced up enough yet) and so you have a Product Launch coming up.
And everything you’ve ever heard, or read, says you Have To Have An Online Campaign. And your company has given you the budget. (After all, with the here-today-gone-tomorrow nature of tech, you might not have a company next year if the Doofangle 1 doesn’t sell millions of units.)
So you do your research, and conduct focus groups, and decide that having 20-somethings dance around a fountain holding the Doofangle 1 is what you’re going to go with. It’s zesty, hip, and it is F-U-N-!
You’re going to dress the dancers in vibrant colors, as the Doofangle 1 is a boring black plastic .. rectangle.
So you spend MILLIONS on TV ads. (Which nobody looks at, except to maybe laugh.)
And now you’re ready to launch your online banner ads, using still images from the TV spot. And you’re going to spend more MILLIONS, to get lots of eyeballs.
You are now the person responsible for *urinating*-away millions on online ads that only robots looked at. As you didn’t know about click fraud, (a term first coined sometime around 1997) or botnets.
Sorry. But don’t worry. Someone is always hiring Marketing Specialists. A different one calls me at suppertime every night.
(Latest) * Chameleon Botnet Steals Millions
“Internet advertisers are the latest target of a botnet that could be costing them up to $6 million a month.” Read more..
“The Bamital botnet defrauded the entire online advertising platform, which is what allows the Internet and many online services to be free..” Read more..
The entire history of defrauding the online advertisers would – I suspect – fill a book. But, “You Have To Have An Online Campaign”.
I would think, though, that you’d want actual humans to see/hear your marketing efforts.. right?
It isn’t the ad services that take the hit; it’s you, the Doofangle seller.
Oh, well. Not every click is bogus… right? Some sales will happen.. right? But how will you know? That number might not be real either.
Down the rabbit hole.. and ignore the man behind the curtain.
At least with the airwaves advertising, the worst they can do is run your spots from 1am – 3:30am (or show you charts that say they ran all 1,000 spots but only air 200) … This online stuff seems 100% the shadows of vapor.
Today’s quote: “Go on till you come to the end; then stop.” ~ Lewis Carroll, Alice’s Adventures in Wonderland & Through the Looking-Glass
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