I have bad news for anyone trying to market to me.
There’s a high probability I don’t see your emails. You might have the perfect solution for a problem I didn’t even know I had. But you’re probably ending up in the Promotions tab in my inbox, which I never check.
All the money you spend on search ads for your small business accounting software? It’s targeted at keywords I don’t actually search on. Your organic content doesn’t show up, either.
When I ask Siri to recommend a great pizza place nearby, her database only has your address way out in Beaverton, not the one next to my office. So I will never taste your delicious Neapolitan slice.
And I didn’t install your email app because the App Store listed it below 10 other apps that do the same thing.
Digital marketing is difficult! That’s because robots — algorithms, mostly — are now the gatekeepers to your customers.
Is there any good news? Yes. Marketers who can work with our new robot overlords will be far more effective than they’ve ever been.
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