
Yes, you can limit the advertising, and, yes, you can control things – to a degree. But if you advertise digitally you are at the behest of an algorithm. In those “olden days” advertising buyers knew instinctively which places for advertising would best fit with the brand they were promoting. That human instinct was more powerful than an algorithm, which is apparently making errors on behalf of advertisers.
Pay Per Click – Really?
Worse than the reliance on an algorithm, is the poor return on digital advertising. One study has shown that 50% of all advert clicks on a mobile are made by accident. So advertisers are paying for clicks that are completely useless. Furthermore, one study showed that even for younger generations, TV advertising is far more powerful and influential than online adverts. Indeed, the average click-through rates are poor. Around 98% of people ignore digital advertising it appears. So even if the algorithm did manage to get it right, the benefits are pretty small.
So there are three clear reasons why you might want to reconsider any advertising you do:
You are not in complete control over where your advert appears
Half of the clicks are mistakes – and you are paying for them
Most people ignore the adverts anyway
Google and Facebook both depend upon advertising as their principle sources of revenue. With major brands pulling out, governments investigating the companies and advertising agencies refocusing their thinking, this is a watershed moment for those tech firms.
They could solve the issue easily. Just stop being wedded to the algorithm and only to use the tech to supplement human decision-making. But that’s a significant departure in thinking for these businesses who believe fundamentally in the flawlessness of the algorithm model.
There is, as always, another way to solve the problem. Google and Facebook could jointly set up a massive, human-led, media-buying agency. Brands would then go to that firm and be able to use the human knowledge it contains to buy advertising in specific places. If you were worried about what kind of things your advertising would be associated with, you could have the control you used to have in the “olden days”. But if you didn’t mind your brand being on some hate speech video, then go ahead and stick with the algorithm, rather than people.

5 Tweaks to Your Website That Will Increase Sales
Having a website is imperative in today’s competitive market. Thankfully, most companies have a website that they utilise. However, few are using them to their full potential. A website should not be window dressing for the company, rather, it should be used to drive sales and revenues. These sites are a major investment of time and effort, and they can be a lot to maintain. If you are not maximising the return on investment that your site can bring, then you are missing out on a huge potential in your revenues. In general, there are five common areas that websites need to improve. It’s not just about SEO anymore. To boost revenue, implementing some of the following tools can really help.
Add Video Content
People love videos, and it is one of the most engaging ways that a business can connect with their clientele. Why is the society so hung up on videos? Well, it is because the brain processes visual information a great deal faster than it can text. In fact, it can process it 60,000 faster. Forget about those long and drawn out product descriptions that are boring and nobody reads. Opt for dynamic video content that allows the customers to engage with the site.
Putting a video on the main page of the site has been proven to increase conversion rates by up to 86 percent, and more than 44 percent of customers will purchase more products based on those videos than text alone. It gives customers a reason to stay longer on your page, and they have a reason to come back for more. Confused on what kind of product videos you need? Why not add some customer testimonials or tours of your work facility? Companies like Leanplum push notification platform can help increase customer interaction too. Anyway possible that you can engage with the customers, the better your sales will be.
Diversify And Become Multicultural
Does your site offer content in English only? You could be missing out on global economic potential. Surprisingly, those who market to one dialect are missing two-thirds of the market’s potential. Websites need to be not only multilingual but also multicultural. These international audience members can help your company get a bigger slice of the pie. Adding diversity can improve your overall marketing potential by up to 200 percent.
If you are unsure of how to handle such a feat, you need a translation management system. It integrates into your site. Forget using manual translation, they are time consuming and ineffective. Also, you must be sensitive to the various cultural norms in each country. Remember when Pepsi switched to the bright blue and they alienated an entire market? People thought that the colour meant death so they didn’t buy the product. By expanding your horizons, you can open new doors for your company, literally. But, you must be careful in these uncharted waters.
Prevent Downtime
Remember the Cyber Monday rush last year? Well, Amazon had more than 36 million items sold during on this day. Can you imagine what downtime would have cost this company? The same analogy can be used for your site. If your page is slow and not loading properly, then you can lose customers. These customers will leave before they even get a chance to view what you truly have to offer. Did you know that more than 57 percent of visitors will leave your site if it takes more than three seconds for the page to load? It’s true, and more than 24 percent of customers say that the number one reason why they abandon their “full shopping cart” is because the transaction is taking too long.
By improving your site’s scalability, it will prevent the slow loading times. You want to keep your customers on your site and looking at your products. You should test your speed periodically on sites like Google, just to make sure things are running smoothly.
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