He recently shared this, link here
See original article and research here.
Only 16% of people on social media said that ads were extremely impactful and only 19% said they were moderately impactful. In fact I disagree.
Based on our research on LinkedIn, people ignore adverts, how do you know this? Well on a social network, if you like something, you "like" it. If you look at LinkedIn, nobody likes adverts, so we can assume nobody likes adverts.
This sums that up nicely.
For this article.
"From the moment we log onto the internet, we get bombarded with dozens, if not hundreds of digital ads.
The problem is, not matter how great you think you advert is, you are, just another advert.
"A 2019 report found that the average internet user spends more than a quarter of their life (nearly seven hours per day) on the internet, through a combination of mobile, desktop, and other devices at work and at home."
As humans we learn to tune this out. I'm often asked to speak on the "death of advertising" at conferences and at the start of the presentation I ask everybody to stand up. I then say "sit down if you can remember the last three ads you saw". Nobody ever sits down and that is advertising's problem.
"So how many ads does a typical internet user see per day? Estimates vary greatly, with some clocking in at 20,000 per day. One might question what these companies are getting out of bombarding users with so many ads. After all, many psychology experiments have shown that our short-term memory can hold only a limited number of separate items."
"One advertiser showed me their ads over 2,000 times within the course of one month."
So let's talk about how you measure advertising, impressions is often used as a measure, what is an impression?
And what is an impression?
So why are gullible businesses continuing to spend $400 billion /yr in digital advertising?
Can you benchmark advertising against social selling?
Yes, we are always up in running our social selling and influence course as a pilot against advertising campaign in terms of visibility, impressions, brand recognition, leads and closed business.
In ALL the cases we have done this, the business has switched its budget from advertising to strategic social selling.
So who's social selling?
In case you missed it, the Bank of America’s Merrill Lynch have banned cold calling and have moved all their people to social selling. This isn't some trendy tech company that might have decided to do this on a whim, this is a very conservative financial services company that has made a decision based on data.
But surely cold calling has a better ROI than social selling? Not according to Merrill Lynch.
"They will also be encouraged to contact prospects over LinkedIn, which has a higher hit rate than cold calling"
“Social selling is not an option now it is the way of the world and you either learn and execute it or fear getting left behind”
Kevin Murray who is the Head of Sales at MacArtney Underwater Technology recently posted about his success with social selling here and wrote an article about the transformation that has happened in sales here.
I don't believe you Tim!
If you check out this video of Chris Mason CEO at Oracle reseller Namos, fast forward to 19 minutes 55 seconds. Chris talks about a $2.6 million win from being on social, after completing the DLA Ignite social selling and influence course.
Here at DLA Ignite we don't do "hints and tips sessions" we don't want you to waste your money. Our social selling and influence methodology will provide your sales team with the stable platform for growth. It is also the only social selling program based on 70:20:10 change management principles which gives your business the mindset change and habit change they need in this digital world.