Prof. Aleks Farseev, CEO of SoMonitor.ai, and a member leader of the Forbes Technology Council Marketing and Advertising Group, conducted a survey reaching over 100 global business owners to explore challenges faced in digital marketing. The survey identified transparency and performance as key issues with marketing agencies, with a significant number of marketers reporting dissatisfaction with results. Additionally, many advertisers struggle to determine the impact of their campaigns, highlighting the need for a framework that delivers results transparently and measurably.
One major issue highlighted in the survey was ad transparency, where unclear or misaligned metrics can lead to misleading performance assessments. For instance, metrics like cost per click (CPC) may not directly correlate with a business’ objective of driving sales. This lack of transparency has led to a breakdown in trust between businesses and agencies, as advertisers increasingly distrust agencies to lead their marketing efforts. This trend can be traced back to the industry’s historical shift from traditional marketing channels to digital platforms, where outdated business models and lack of transparency have created a dysfunctional market situation.
In response to the changing advertising landscape, some agencies have adopted superficial solutions that exploit clients’ lack of knowledge about performance advertising. By promoting simpler metrics like clicks, agencies can secure larger budgets and commissions, ultimately hindering the growth of businesses genuinely interested in enhancing ad performance. This cycle of misinformation and lack of innovation has contributed to the high turnover rate in the digital advertising industry, highlighting the need for a more sustainable and ethical approach to marketing.
To address these challenges, Prof. Farseev believes that leveraging technology, particularly advancements in AI and large language models, can revolutionize the digital advertising industry. These tools can automate tasks, prevent budget waste, analyze campaign effectiveness, and suggest innovative marketing strategies. By empowering agencies and clients with superior tools, the industry can shift from a culture driven by deceit to one based on trust and sound decision-making. This shift not only enhances efficiency but also makes working in the digital marketing industry more rewarding and fulfilling for all stakeholders involved.
By fostering trust through technology and innovative strategies, the digital advertising industry can achieve greater efficiency and create more business opportunities. This approach, grounded in redemptive entrepreneurship, emphasizes sacrificing for partners or clients to benefit from the work done, ultimately leading to long-lasting, genuine partnerships with deeper and greater value. Through this transformation, the industry can move towards a culture of trust, collaboration, and mutual success, ultimately fulfilling the fundamental human desire for meaningful and rewarding work in digital marketing.
