I-Digital Advertising ngo-2025 kuyinto i-Pyramid Scheme

Uya kutshintshisa abantu abaninzi, kodwa ushiye nathi: I-Digital Advertising ngo-2025 yinkqubo ye-pyramid - kwaye unomdla we-opt-out.

Ukuba ungenza i-pink ye-culp for running an ad-blocker, ke akuyona inkcubeko yakho...

Yintoni ukutshatyalaliswa kwi-broken, i-surveillance-based ad economy eyenza ividiyo ze-page kunye ne-impressions kwaye iye iye zihlanganisa i-value kunye ne-influence.

I-problem yokwenene kubasebenzisi abalandela i-advertisements. I-Nope. I-model ebandayo, ebandayo ebandayo ebandayo ukutshala.

Yenza oku ngokucacileyo: abasebenzisi akuyona ama-media ye-digital.I-Advertising yeyona nto.

Umngcipheko wayo ngokwenene yi-ad model ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, njl.

Yintoni i-“ad fatigue”? Ndiya.

Ngaphezulu kweentlawulo ze-IT zithintela umthengisi ukuba iinkcukacha zayo zithembisa kakhulu okanye zithembisa kakhulu.

Okanye, ngokufanelekileyo, i- $ 10 million ingxabano yentengiso ebhalwe njenge-"umdlavuza wama-brand"?

You bet your sweet Don Draper underpants.

Kwaye ixesha siphila umfanekiso phantsi. (i-digital ad model, nto leyo; sinikezela imali elungileyo ngenxa yeengubo ezininzi!)

Ahem, ngoko kwi-story namhlanje, siya kuxhomekeke:

• Yintoni iimodeli yokuzonwabisa yokuzonwabisa.
• Indlela I-PageView-Chasing I-Sabotage I-Media Quality.
• Kwaye i-marketers ye-B2B kufuneka isakhiwo: iimveliso eziqhelekileyo, eziqhutywa, eziqhelekileyo kwi-publisher-first eyenza ngokufanelekileyo.

Uya kuqala i-clickbait kunye nokuthintela i-content yakho?

Nceda siphinde.

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The Pageview Pyramid Scheme

Ukuqala nge-pageviews: I-metric eyenziwe kakhulu, eyenziwe kakhulu kwi-publishing ye-digital.

I-PageViews yintoni iingcebiso ze-clickbait, i-liststicles ezincinane, i-UX ebomvu, kunye neengcebiso ebonakalayo njenge-caffeinated raccoon kunye ne-thesaurus.

Yintoni ababhaliseli abanikeze kubo kakhulu? Simple: ababhaliseli ufuna "izithombe kwi-goal." Yintoni indlela engcono kunokuba nge-impressions?

Nangona iinkcukacha zikhwama, nangona umqhubi uqhuba kwiiveki ezimbini, iimveliso ze-advertising zikhwama kwaye zihlanganisa.

Kodwa apha i-rub – i-51% yabasebenzi ze-IT abalandela abathengisi ukuba iinkcukacha zayo ziyafumaneka engqongileyo okanye kakhulu kwi-IDG (i-IDG). Oku kuthatha ngaphezu kwe-erosion ye-trust... i-conversion killer.

Uyazi ukuba uyakwazi ukufumana ukubaluleka; Uyazi.

Uyazi ukuba uyenza i-relevancy; uye ucinezisa.

‘Turn Off Your Ad Blocker!’ = Creative Bankruptcy

Uyakwazi ukufumana i-pop-ups. "Nceda uqhagamshele i-ad-blocker yakho. Uyafuna umxholo lethu!"

NgabaUkucingaNgathiNgabaUkusabela ngokufanisa i-trackers ze-68, i-pre-roll, kunye ne-sidebar ebonakalayo ebonakalisa ividiyo ebonakalayo.

I-CNN yaye i-ublock Origin ifumaneka kwi-Firefox - kwimizuzu embalwa i-68 scripts, i-trackers, kunye neengxaki ze-adware.

Umzekelo? Iwebhusayithi elula, elula, efanelekileyo.

Ndicinga ukuba!

I-Firefox, eyodwa kwizithuba ezincinane ezivela kwi-Chromium, ine-10 million abasebenzisi abasebenza ne-ublock Origin.

I-extension elandelayo ethandwa kakuhle i-2 million.

Iintlobo ze-Anti-Content. Iintlobo ze-Anti-Garbage.

The Laziness of the Ad-First Economy

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Ukuba ndingathanda kakhulu, nceda ndingathanda i-edge: i-internet ebonakalayo yenza i-media ye-digital.

Yenza i-incentive yokwenza i-content ye-quality kunye ne-durable kwaye ilawulwa nge-hamster wheel ye-feeder ye-one-time eyenza kwi-search engine optimization (SEO) yayo.

Ngaba unemibuzo?

• I-BuzzFeed ifumaneka emva kokuba i-Facebook yandisa i-referral traffic.
• Izinzuzo ze-VC-backed media startups ziye zithunyelwe xa iimodeli zabo zentengiso zangaphakathi.
• Ixesha elidlulileyo kwiphepha yeengxaki ze-B2B iintsuku ze-29 kuphela ... ngenxa yokuba ixesha elininzi elidlulayo.

Kodwa, ngaphandle kokufunda, abasebenzisi be-ad-runners wabelane ukuhanjiswa kwimodeli ebandayo ebandayo kwiminyaka engaphezulu.

Yintoni i-bullshit yinto ukuba bafumane ukutyaNgabaUkusetyenziswa kwezixhobo ukutya umxokozelo.

Nceda

Ngaba ngoku, i-Satan.

Build for the Reader, Not the Revenue Model

Ukuba unomthengisi we-B2B unamathela i-click, i-impressions, okanye i-CPMs, ixesha lokufumana i-wake-up slap apho i-sun ayizange.

Ngaba ndingathanda?

Okuninzi. Throw on someUkucinga, ufumane umnqweno, kwaye wabelane into elandelayo:

1. Iingcebiso ze-banner zithintela. Abanikezela. Abanikezela ukuphazamiseka. Abanikezela i-brand yakho ukuba ifumaneke kwi-2009.
2. Ukusuka ukucacisa umgangatho nge-pageviews. Ukucaciswa kwexesha le- dwell, ububanzi be-roll, kunye ne-return visits. Lezi zibonelelo zibonisa ukuba umdlali wakho ikwazi ukucacisa.
3. Audit yakho UX. Ukuba le sayithi yakho ibonakala Times Square emzimbeni binge Adderall, ukunciphisa. Respect ixesha umdlali yakho.

Nazi yintoni i-modern, i-sustainable content strategy ifumaneka:

1. Serve by Segment

• CMO? Wabelane iinkqubo zokusebenza ze-ROI.
• CISO? Qhagamshelana iziphumo zokhuseleko real, akukho FUD.
• ITDM? Ukubonisa umgangatho we-technical, ngokukhawuleza.

Yonke imveliso kufuneka uxhomekeke: "Yintoni kufunekaYintoniUmthengisi umntu?”

2. Embrace AISO and Semantic SEO

• Ukusebenzisa iinkcukacha ezihlangeneyo. Qhagamshelana neengxaki ze-user efanelekileyo ezinxulumene i-idea yakho yokuqala.
• Ukulungiselela iinkcukacha ngokusebenzisa i-theme clusters kunye ne-buyer intent.
• Think ngaphezu kweengxowa eziphambili-optimize ngenxa yobuciko kunye nokusetyenziswa.

3. Monetize Smarter, Not Louder

• Yenza i-gated hubs kunye ne-newsletters ezincinciphisa i-value, akukho ukunciphisa ixesha.
• Yenza i-microcontent ecosystems ezidlulileyo i-brand yakho - i-LinkedIn carousels, i-podcast cuts, kunye ne-YouTube explaners.
• I-Productize i-expertise yakho nge- templates, izixhobo, kunye ne-educational series.

Ngokutsho ngokucacileyo: Ukuba ufuna i-leads eyenza, kufuneka uye lula ukuxhaswa.

What B2B Needs Now: Brave Content, Not Banner Spam

Nceda siphile iimveliso ze-legacy.

Kwimeko B2B, ikakhulukazicybersecurityiimvelisofintech, siye sikhumbule kwi-advertising crutch kakhulu ngexesha elide.

Iingcebiso ze-display ezincinci, iinkcukacha ze-sponsored ezincinci, kunye ne-whitepapers ezininzi ezincinane kufuneka isetyenziswe kwiiprograms ze-CIA yokuzonwabisa.

Kwaye le umntu -I-Audience Yayo—Uyaziqhelekanga kunokuba kwakhona.

UkusebenzisauBlock.

Yintonighost salesUkukhangisa

Yintoni90% of their research before they ever talk to you.

Nceda ushiye iinkcukacha ezininzi ezidumileyo.

Ndingathanda ...

• Ukulungiselela umyalezo wokuqala.
• Ukulungiselela Strategic Real.
• Empathi yokwenene kwimeko yayo.

Yenziwe ngokufanelekileyo kwi-format, i-channels, kunye ne-funnel stages.

TL;DR: Don’t Build for Ad Dollars. Build for Loyalty.

Iimodeli yeengcali ibonakalisa ayikho ngenxa yokuzonwabisa kwamakhasimende, kodwa ngenxa yokuzonwabisa. Inikeza inani kwi-quality, i-noise kwi-nuance.

Ukuba ukhangela kwakhona, ungenza nje phantsi. Uya kuthatha ixabiso.

Nazi umdlalo olungcono:

• Ukuthatha i-content yakho njenge-product.
• Nceda uqhagamshelane ne-brain ye-reader yakho.
• Ukusetyenzisa zonke izixhobo - SEO semantic, social, AI - ukwenza brand yakho esebenzayo.

I-Future ikhona iimveliso ezinikezeleyo, ngaphandle kokutshintshela. Iziqu zehlabathi, ngaphandle kwe-trackers. Iziqu ze-insight, ngaphandle kwe-pop-ups.