|Courtesy of Flickr|
How Businesses are Changing the Way They Spend Advertising Money
By Hector Cisneros
Over the past seven years, I have been writing about the latest trends in online marketing and advertising. Many things have happened, and changes are as constant as change itself. What doesn’t seem to change is the fact that major marketing players keep trying to stack the deck in their favor without regard for the return on investment that they provide businesses. Recently, Google made lots of negative headlines because they were serving up ads on inappropriate YouTube channels for some of their biggest corporate clients. It’s easy to understand the sensational headlines when a large corporation pulls millions in ad money from the likes of Google or Facebook. However, little is said when millions of small company’s websites take it on the chin because Google changes its search algorithm or Facebook policy flip-flops canceling ads running mid campaign. If you consider how these advertising giants wield absolute control over how business is advertised online, you quickly start to realize that you must have a plan B in place if you want to succeed. In this episode of Working the Web to Win, we will explore the current state of online advertising. We will ask the question, “How can businesses protect themselves from the power these mega advertising giants wield?” We will provide the steps needed to make sure you have a good plan B in place so that you will get your money’s worth.