Milwaukee Marketing Results

It's a Trap!

Posted by Jim Morales on Feb 17, 2016 10:01:00 AM
Sorry, couldn’t resist the Star Wars reference. If you’ll forgive the reference, allow me to fill Admiral Ackbar’s shoes and warn you that, for the moment, banner advertising is a trap. A big, nasty, money-sucking, no-mercy trap.

Our pals at Retale just knocked out an interesting survey of 500 adult mobile users during the third week of January and here’s some the knock you off your ergo-chair results:
60% of all respondents said that, when they typically click on banner ads while on a smartphone or tablet, “it’s usually by accident”. Wait! What? Six out of every ten of those empty-your-digital budget pay-per-clicks are accidental? Yup. Over half of your mobile PPC investment is going down tubes because of errant fingers. So much for digital accountability.

Let me rub it in a little bit more for you. Same survey: “Only 16% said that they click on mobile banner ads because they ‘like the company, product or service being promoted.’” Only one out of every six mobile banner ads are resonating with your allegedly “targeted” audience. How many times would you fly an airline if they only delivered you to the right airport one out of every six flights?

And because things come in threes, here’s your third, and final insult to injury: 66% of the survey respondents called mobile banner ads “useless” and “not very useful.”

All of this wouldn’t be terribly traumatic if it weren’t for the fact that we were all told that mobile digital ads were the future and was going to finally give us trackability and ROI that would usher in another “Golden Age” of advertising. Guess not.

For now at least, Ackbar is right. When it comes to mobile banner advertising, it’s a trap. Save your money. You get better odds in Vegas. For now, mobile digital ROI and accountability are just as big a fantasy as Star Wars, without the cool music or the chance of feeling good when you walk out of the theater.

So who does consistently deliver the best ROI of ALL platforms? No spoiler alert required: Radio. But we’ll look at that in the sequel…

Thanks for sticking around. I appreciate it. Reach out to me in the comment section or at We’ll see you next time for another edition of “A Little Off The Top.”
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Topics: Branding, marketing

Every Chore Has Its Own Slogan

Posted by Robert Jarzen on Jul 7, 2014 11:58:00 PM

So the other day I'm watching TV with the kids and as the commercials start to roll, I realized the little guys knew the tag lines for just about every product that aired.

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Topics: Branding, marketing

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Jim "Mo" Morales
Director of Integrated Sales & Marketing
Entercom Milwaukee
11800 W. Grange Ave. Hales Corners, WI 53130
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