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我们期望互联网能告诉我们哪些广告有效,哪些无效。事实上,互联网上泛滥的用户回顾、评论及其他数据反而淡化了广告的效果。19世纪百货商店之父约翰·沃纳梅克的至理名言仍然响彻广告营销界:“我知道在广告上的投资有一半是无用的,但问题是我不知道是哪一半。”或许你认同大部分人不会去点击在线广告或至少不会刻意去点击。通过量化的方式,研究者即将揭示点击在线广告的人数之少,以及在线广告多么无效,情况并不乐观。
We expect the internet to tell us which ads are valid and which ones are not. In fact, the overwhelming number of users on the Internet reviews, reviews, and other data have diminished the effectiveness of advertising. The wisdom of John Wanamaker, the father of a department store in the 19th century, is still resounding in advertising: “I know half the investment in advertising is useless, but the problem is that I do not know which half.” Maybe you Most people agree that they will not click on online advertisements or at least will not deliberately click on them. By way of quantification, the researchers are about to unveil the low number of people who click on online ads and how ineffective online advertising is.