When, why, and how did we become so complacent with wasting money? 

Pre-Covid keywords and low quality creative on intrusive ad tech fueled paid media was reduced to a $120bn annual fraud ridden commodity - what I call a tax on the unremarkable!

It was based on the single principle that reach outweighed authentic engagement and as a result it has managed to piss off enough people that they have voted in their millions to disengage with those messages.. 

It has lead to the introduction of GDPR along with you and me not only skipping, blocking or refusing to give permission for those digital intrusions, its also created less trust which in turn has lead to erosion of the brand relationship  - but it's still awesome for fraudsters and related Bots.

Long before Covid and the latest financial crisis kicked everyone into reality there were over 7.5K Ad Tech Vendors sat in the 'programmatic' AdTech supply chain all of whom have a vested interest in perpetuating the myth that digital programmatic advertising was/is the silver bullet you need to reach your intended victims - pun intended.

The fact you can deliver shit at a million miles an hour means that what started out as a shit intrusive advert, just got the same shit intrusive ad there faster.

The digital fraud issue could be discrepancies between demand-side and supply-side systems, or between individual reports from different technology partners. 

It could simply be the result of different tracking methodologies (which can cause problems alone), or it could be signaling something more.

Consumer behavior and expectations continue to evolve, as such every organisation must evolve to meet the changing needs of their customers. 

Those that don't adjust the business mindset are now paying a hefty price for 'business as usual'.

Today's socially savvy prospects and customers are checking out your 'social proof' as part of the 'trust' building process, not your website and definitely not your funnel.

With 4bn+ people on one social platform or another around the world simply handing social media to the guy with the beard, or the girl with the tattoo in marketing doesn't really cut it today. 

Social media requires a strategy with internally/externally aligned stories that sits across the entire business enterprise - WHY?

Because that's how today's social savvy consumer 'experiences' what you say you do which in turn is a significant factor in building and earning trust.

Do you have a 'tactical' mindset when it comes to social media or are you looking at it from a 'strategic' viewpoint?