To Make a Real Impression, Marketers Have to Forget About “the” Impression

I routinely see advertisers and publishers fail to hit their engagement goals and then think the solution is to increase impressions. I used to play in a band and what a lot of advertisers and publishers are doing today would be equivalent to my “musician self” saying, “My last 10 concerts only drew 20 people who walked out of each show after the first song … I better book 100 concerts to fix that!” That sounds crazy, right? Yet nobody bats an eye, because that’s how it’s always been done.