Getting your name out there advertising is a lazy marketer’s answer to a deeper question that requires critical thinking around investments. When a customer-executive chooses complex goods and services, there are anxious and career-affecting questions moored to the decision that advertising cannot address. Advertising should never be asked to help a $1 million purchase because it is ill-equipped to do so. Its job is awareness and when the rest of the customer experience is flat in a sharing economy, the marketer should have donated the advertising money and taken the write off.
Far better to use sophisticated marketing using best practices around targeted segmentation, personas, digital marketing, consistent messaging and metrics. These activities reliably support the customer experience and improve our ROI (return on investment).