Because most advertising is not effective on a 1:1 basis. The clean, direct conversion funnel is in most industries and sectors a complete myth.
Advertising is about awareness. All good marketing is long-term. Digital advertising has been sold (by overzealous marketers) as magical 1:1 sales machines. It is almost always not that.
This is the hardest thing to convey to clients. Clients want a promise and a guarantee on their investment. The truth is there are no gurantees. But that is what clients want so they go with whoever promises the most the most confidently. The most confident ones are usually either lying or don’t know what they are talking about.
Advertising is about awareness. All good marketing is long-term. Digital advertising has been sold (by overzealous marketers) as magical 1:1 sales machines. It is almost always not that.
This is the hardest thing to convey to clients. Clients want a promise and a guarantee on their investment. The truth is there are no gurantees. But that is what clients want so they go with whoever promises the most the most confidently. The most confident ones are usually either lying or don’t know what they are talking about.