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

Thina uzothola abantu abaningi nge-akhawunti, kodwa ushiye nathi: I-Digital Advertising ngo-2025 kuyinto isakhiwo se-pyramid - futhi akuyona umdla we-opt-out.

Uma unemibuzo owenziwe ngempumelelo ngenxa yokusebenza kwe-ad-blocker, akuyona inkulumo yakho ...

Kuyinto ukucubungula kusuka ku-broken, i-surveillance-based ad economy okuyinto i-monetized i-page views kanye ne-impressions futhi iye iye iye iye iye iye iye iye iye iye.

I-problem enhle akuyona abasebenzisi abalandela ama-advertisements. I-Nope. Kuyinto i-model ebuthile, ebuthile okwenza ukulondoloza kwabo kuyimfuneko.

Thola lokhu ngokuphathelene: abasebenzisi akuyona ama-media digital.I-advertising ye-advertising eyinhloko

Umdlawu owenziwe ngempumelelo, i-interruptive, i-surveillance-soaked ad model, enikezela imiphumela kunoma-intelligence, ukuxuba kunoma-clarity, kanye ne-" more eyeball" kunoma ukuxhumana okuqukethwe.

Ngaba lokhu “Umuza”? Yes.

Ngaphezulu kwe-IT deciding-makers uzama umphakeli uma impendulo yayo kubaluleke kakhulu yokukhuthaza noma ingcindezi.

Noma, ngokuphathelene, kuyinto ingcindezi we-$ 10 million eyakhelwe njenge-” brand awuthembekile”?

You bet your sweet Don Draper underpants.

Futhi isikhathi siphila umdlalo ngaphansi kwalokho. (I-digital ad model, okuyinto; sinikeza imali enhle ngenxa yayo underpants!)

Ahem, ngakho-ke ku-story usuku, sibonisa:

• Yintoni i-ad model yokuzalwa.
• Indlela I-PageView-Chasing I-Sabotage Quality ye-Media.
• Futhi okuyinto B2B marketers kufanele ukwakha emaphandleni: imikhiqizo eside, esiyingqayizivele, yokufakelwa kwe-publisher-first okuyinto ngokuvamile zithole.

Ukulungele ukuhlangabezana ne-clickbait kanye nokuvumela ukubaluleka kwekhwalithi yakho?

Thina uye uye.

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The Pageview Pyramid Scheme

Thola ukuqala nge-pageviews: I-metric eyenziwe kakhulu, eyenziwe kakhulu ku-digital publishing.

I-PageViews yenza izibuyekezo ze-clickbait, izibuyekezo ezingenalutho, i-UX eyenziwe, kanye ne-content eyenziwa njengokubhaliwe yi-caffeinated raccoon nge-thesaurus.

Yintoni izidakamizwa zihlanganisa kubo? Simple: izidakamizwa ufuna "izithombe ku-goal." Yini indlela engcono kunokuba nge-impressions?

Ngaphandle kwe-Content ye-crap, ngisho nangokuthi umugqa we-user eminyakeni ezimbini, ama-gears ye-advertising model zihlukanise futhi zihlanganisa.

Kodwa lapha ingxubevange - i-51% yama-IT abacwaningi abalandela abathengisi uma ikhwalithi yayo ibonakalayo noma kakhulu yokuthengisa (IDG). Lokhu kunezinguquko yokuthintana ... kuyinto umbhali wokuguqulwa.

Uyakholelwa ukuthi uyakwazi ukujabulisa; akuyona.

Uyakholelwa ukuthi u-mainstreaming i-relevance; u-blood it.

‘Turn Off Your Ad Blocker!’ = Creative Bankruptcy

You’ve seen the pop-ups. “Please shut off your ad blocker. You’re killing our journalism!”

NgaphandleUbucwebeNgathiNgabaUkusabela ngokuthumela i-trackers ze-68, i-pre-roll, kanye ne-sidebar ebonakalayo enikezela ividiyo engabikho.

Ukusuka ku-CNN nge-uBlock Origin eyenziwa ku-Firefox - ngaphakathi kwezinye imizuzu, i-scripts ye-68, i-trackers, ne-invasive ad calls.

Umphumela? A faster, cleaner, ngokuvamile okuhlobene website.

Thola lokhu!

U-Firefox - okungenani le-browser eyenziwe ngaphandle kwe-Chromium - inesigidi ezingu-10 abasebenzisi abasebenza ne-ublock Origin.

Isikhathi esilandelayo esidumile engaphansi kuka-2 million.

People are not anti-content. Thina anti-garbage.

The Laziness of the Ad-First Economy

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Uma angikwazanga kakhulu, sicela ukunciphisa i-edge: i-internet eyenziwe nge-ad-support yenza ama-media ye-digital emangalisayo.

It ukunciphisa incentive ukukhiqiza ubuningi, ubuningi okuqukethwe futhi kubuyekezwa nge-hamster wheel ye-feeder eyodwa eyenza ku-search engine optimization (SEO) yayo.

Ngaba unemibuzo?

• I-BuzzFeed yokuthengisa kwangaphakathi ngemuva kwe-Facebook i-referral traffic yayo.
• Izinzuzo ze-VC-backed media startups zihambe lapho imodeli yabo ye-ad couldn't scale.
• I-time average on page ye-content ye-B2B kuyinto kuphela i-29 amaminithi ... ngenxa yokuba iningi elithakazelisayo.

Kodwa, ngaphandle kokuqinisekisa, abacwaningi be-ad runners abalandela le shantytown ye-model eyenza ukubaluleka kweminyaka engaphezu kwengu-10-plus.

I-bullshit ye-what is that they dared to blameYiniukuze usebenzisa ithuluzi ukunciphisa ukuxuba.

Ngiya

Ngaphezu kwalokho, i-Satan.

Build for the Reader, Not the Revenue Model

Uma unomthengisi we-B2B uye uxhumane i-click, i-impressions, noma i-CPMs, kube isikhathi sokuphuma lapho i-solar ayikho.

Ukulungele ukujabulela?

Okuningi. Throw on someUkuhlobisa, Hlola i-pen yakho, futhi ubhalise ukuthi uzodinga:

1. Thola ama-banner ads. Abanikezela. Abanikezela ukuphazamiseka. Abanikezela ukuphazamiseka. Abanikezela i-brand yakho kuhlobene njenge-2009.
2. Thola ukucubungula ukucubungula nge-pageviews. Ukucubungula isikhathi sokubungula, ububanzi lokubungula, futhi ukubuyekeza izivakashi. Lezi zinyathelelo zibonisa ukuthi umbhali wakho ngokwenene inikeza isithombe.
3. I-Audit ye-UX yakho. Uma i-site yakho ibonakala njenge-Times Square emzimbeni ye-Adderall binge, ukunciphisa.

Ndiyathanda kanjani isakhiwo se-Content Strategy:

1. Serve by Segment

• CMO? Wabelane izakhiwo zokusebenza ze-ROI.
• CISO? Qaphela imiphumela yokhuseleko real, noma FUD.
• ITDM? Ukubonisa ubuchwepheshe, ngokushesha.

Konke imikhiqizo kufanele uxhumane: "What's in it forYini“I-Person Buyer”

2. Embrace AISO and Semantic SEO

• Ukusebenzisa idatha eyenziwe. Ukuphendula imibuzo yama-user enhle enikeza umqondo lakho lokuqala.
• Ukuguqulwa kwe-content ngokusebenzisa ama-theme clusters kanye ne-buyer intent.
• Thola ngaphezulu kweengxowa eziyinhloko – ukuphucula ukunambitheka kanye nokusetshenziswa.

3. Monetize Smarter, Not Louder

• Ukwakha ama-gated hubs kanye nama-newsletters eziningana nemali, akuyona isikhathi.
• Yenza i-microcontent ecosystems okwandisa ukubukeka kwama-brand yakho - i-LinkedIn carousels, i-podcast cuts, ne-YouTube explaners.
• Ukukhiqiza izinzuzo zakho nge templates, izixhobo, futhi izifundo zemfundo.

Okuphathelene: Uma ufuna i-leads enikezayo, kufanele kube lula ukuyifaka.

What B2B Needs Now: Brave Content, Not Banner Spam

Thola ucwaningo imibuzo.

B2B, ikakhulukazicybersecurityWazefintech, siphindeza kumadokhumenti we-crutch eside kakhulu.

I-Display ye-advertisements, i-sponsored content emangalisayo, kanye ne-whitepapers emangalisayo ngakho-ke kufanele isetshenziswe kumahhala we-CIA.

Kodwa lokhu ukubuyekeza-Umhlahlandlela—Iziqinisekile kakhulu kunazo zonke.

UkusebenzisauBlock.

Wazeghost salesUkukhangisa

Waze90% of their research before they ever talk to you.

Ngiyaxolisa imiphumela emangalisayo.

Ngithanda ...

• Ukubuyekeza umqondo real.
• Ukusebenza okwenziwe ngempumelelo.
• I-empathy efanelekayo ngenxa ye-pain points yayo.

Futhi usebenza ngokuvamile phakathi kwama-format, ama-channels, ne-funnel stages.

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

Imodeli ye-advertising iyahlanza, hhayi ngoba abasebenzisi abanolwazi, kodwa ngenxa yokuthunyelwe. I-advertising inikeza inani ngaphezu kwekhwalithi, i-noise ngaphezu kwe-nuance.

Uma uye uxhumane ku-ke, akuyona akuyona kuphela. Uyazi.

Ngiya ku-Best Play:

• Thola ingxenye yakho njenge imikhiqizo.
• Ukubuyekeza umlilo wabhala wakho.
• Ukusebenzisa zonke izixhobo - SEO semantic, social, AI - ukwenza brand yakho asebenzayo.

I-Future ihamba ama-brands ezokufundisa, akuyona. Okuhlinzeka ukubambisana, akuyona ama-trackers. Okuhlinzeka nge-insight, akuyona ama-pop-ups.