3 ms·

It works very well for the HUGE players who sell it, Google, Meta, Amazon and not many more. It can help a small advertiser get a small number of customers to

by dotcoma 5mo ago

It works very well for the HUGE players who sell it, Google, Meta, Amazon and not many more. It can help a small advertiser get a small number of customers to try out their offering. It does not and will not create brands. If you disagree, please tell me about brands created by “Internet advertising” in the current century.

hackthemack 5mo ago
That is sort of the inferred conclusion of the podcast, it is a bit of a racket by the big players.
- dotcoma 5mo ago
  I wrote a very short ebook on the subject some 10 years ago, 15 Questions About Online Advertising. It should be available for free on Apple Books, Google Books, Kobo etc, or for 0.99 on Amazon.
compounding_it 5mo ago
The goal of advertising is to hammer you with the same content again and again until your brain associates something with the product. Like shampoo associated with what you see everyday in the advertisement. However in order to do this, whether you are selling or buying, you have to have the scale. And the scale of big players is now too big to compete. And even if you do, your infrastructure will run on any of these big companies who can do anything to your traffic to keep their business and later pay fines for unethical practices that are minor compared to the profits.
satvikpendem 5mo ago
Gymshark, Warby Parker, Casper, Liquid Death, Olipop. Many 21st century consumer brands have been built by internet advertising. Seems like you do, based on your comment about your book, but in general I feel like many people who say stuff like the comment above don't actually work in marketing or startups, particularly non-tech physical goods based ones, or have even run their own ads on these platforms.
- cwnyth 5mo ago
  I've never seen an internet ad for any of these. I saw a physical ad for Casper once. I think it's safe to ask for a citation for this claim.
  - satvikpendem 5mo ago
    It is trivial to find them online, just search the company name and then "ads". I assume you don't go on TikTok or Instagram or if you do you aren't part of the target market to be served these ads. https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=US&is_targeted_country=false&media_type=all&search_type=page&sort_data[mode]=total_impressions&sort_data[direction]=desc&view_all_page_id=129669023798560 https://www.facebook.com/ads/library/?active_status=all&ad_t... https://adlibrary.com/brands/gymshark https://adlibrary.com/brands/gymshark
    - dotcoma 5mo ago
      [dead]
    - cwnyth 5mo ago
      The fact that they have online ads does not mean that they became big because of them. That's that the original claim was.
      - satvikpendem 5mo ago
        Sure, but in this case they did, they are well known case studies in the world of direct to consumer marketing. (PDF warning) https://www.researchgate.net/profile/Thomas-Arsenis-2/publication/346447134_Marketing_with_Influencers_on_Instagram_-The_case_of_Gymshark_International_Journal_of_Academic_Management_Science_Research_IJAMSR/links/5fc2a992458515b797841dd7/Marketing-with-Influencers-on-Instagram-The-case-of-Gymshark-International-Journal-of-Academic-Management-Science-Research-IJAMSR.pdf https://www.researchgate.net/profile/Thomas-Arsenis-2/public...
        5mo ago
marcosdumay 5mo ago
Ground News? Anyway, Google, Meta and Amazon don't sell the king of ads that make brands. But there exist branding ads on the internet.
- dotcoma 5mo ago
  > But there exist branding ads on the internet. Which ones, for example?
  - marcosdumay 5mo ago
    There are plenty of people out there publishing all kinds of content that will announce your company if you contact them and they like what you do.
zetanor 5mo ago
Advertising isn't just B2C, it's also B2B. The companies that make everything you buy (from the food you eat to the electrical wires you install in your walls) needs raw materials and machinery to produce anything. While there's trade shows and good ol' fashioned handshakes and whatnot, one of the main ways to sell B2B is just camp the top Google result spots by giving Google a lot of money to be the first result for the names of business inputs (or the names of your competitors, if you want to be cheeky). When you hire a non-technical purchaser, when production line 13's full-body discombobulator breaks and the maintenance guy says "we need a new full-body discombobulator", the purchaser has no idea what a "full-body discombobulator" is or who makes it but they'll Google "full-body discombobulator" and they'll click [Buy Now] on whatever link shows up so that production line 13 can continue printing half a million bucks an hour.

by dotcoma 5mo ago

hackthemack 5mo ago

That is sort of the inferred conclusion of the podcast, it is a bit of a racket by the big players.

dotcoma 5mo ago
I wrote a very short ebook on the subject some 10 years ago, 15 Questions About Online Advertising. It should be available for free on Apple Books, Google Books, Kobo etc, or for 0.99 on Amazon.

compounding_it 5mo ago

The goal of advertising is to hammer you with the same content again and again until your brain associates something with the product. Like shampoo associated with what you see everyday in the advertisement. However in order to do this, whether you are selling or buying, you have to have the scale. And the scale of big players is now too big to compete. And even if you do, your infrastructure will run on any of these big companies who can do anything to your traffic to keep their business and later pay fines for unethical practices that are minor compared to the profits.

satvikpendem 5mo ago

Gymshark, Warby Parker, Casper, Liquid Death, Olipop. Many 21st century consumer brands have been built by internet advertising. Seems like you do, based on your comment about your book, but in general I feel like many people who say stuff like the comment above don't actually work in marketing or startups, particularly non-tech physical goods based ones, or have even run their own ads on these platforms.

cwnyth 5mo ago
I've never seen an internet ad for any of these. I saw a physical ad for Casper once. I think it's safe to ask for a citation for this claim.
- satvikpendem 5mo ago
  It is trivial to find them online, just search the company name and then "ads". I assume you don't go on TikTok or Instagram or if you do you aren't part of the target market to be served these ads. https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=US&is_targeted_country=false&media_type=all&search_type=page&sort_data[mode]=total_impressions&sort_data[direction]=desc&view_all_page_id=129669023798560 https://www.facebook.com/ads/library/?active_status=all&ad_t... https://adlibrary.com/brands/gymshark https://adlibrary.com/brands/gymshark
  - dotcoma 5mo ago
    [dead]
  - cwnyth 5mo ago
    The fact that they have online ads does not mean that they became big because of them. That's that the original claim was.
    - satvikpendem 5mo ago
      Sure, but in this case they did, they are well known case studies in the world of direct to consumer marketing. (PDF warning) https://www.researchgate.net/profile/Thomas-Arsenis-2/publication/346447134_Marketing_with_Influencers_on_Instagram_-The_case_of_Gymshark_International_Journal_of_Academic_Management_Science_Research_IJAMSR/links/5fc2a992458515b797841dd7/Marketing-with-Influencers-on-Instagram-The-case-of-Gymshark-International-Journal-of-Academic-Management-Science-Research-IJAMSR.pdf https://www.researchgate.net/profile/Thomas-Arsenis-2/public...
      - 5mo ago

marcosdumay 5mo ago

Ground News? Anyway, Google, Meta and Amazon don't sell the king of ads that make brands. But there exist branding ads on the internet.

dotcoma 5mo ago
> But there exist branding ads on the internet. Which ones, for example?
- marcosdumay 5mo ago
  There are plenty of people out there publishing all kinds of content that will announce your company if you contact them and they like what you do.

zetanor 5mo ago

Advertising isn't just B2C, it's also B2B. The companies that make everything you buy (from the food you eat to the electrical wires you install in your walls) needs raw materials and machinery to produce anything. While there's trade shows and good ol' fashioned handshakes and whatnot, one of the main ways to sell B2B is just camp the top Google result spots by giving Google a lot of money to be the first result for the names of business inputs (or the names of your competitors, if you want to be cheeky). When you hire a non-technical purchaser, when production line 13's full-body discombobulator breaks and the maintenance guy says "we need a new full-body discombobulator", the purchaser has no idea what a "full-body discombobulator" is or who makes it but they'll Google "full-body discombobulator" and they'll click [Buy Now] on whatever link shows up so that production line 13 can continue printing half a million bucks an hour.