The problem with traditional advertising is that 100% of the dollars spent usually doesn’t make it back into the company. There’s always some sort of “waste” that is attributed to the people that you didn’t successfully interrupt. Sometimes marketers explain it away as brand-building or gaining additional exposure. Whatever the case, a majority of those dollars goes to an audience that never really paid attention to you.
Marketing works best when your audience is completely engaged (as opposed to interruption-based marketing tactics where they are not engaged and they try to ignore you). Read more