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Wow. I thought I didn’t pull punches when it comes to the world of advertising and advertisers. But Bryan Eisenberg, a conversion specialist, really doesn’t screw around. I like his approach, his attitude, and generally, his outlook on the advertising world.

When the Web came along, advertisers viewed it as just one more way to slap a logo or ad in front of our faces. Guess what? The Web has accountability built in at every turn. Okay, so your first 10 banner ads didn’t work but the 11th does? Okay, great? Now, what happens after they click the banner ad? Does the landing page work? No? How about the next version? Or the next? Or the one after that?

Okay, so now you have a great banner ad and a great landing page, what about next month, when your competitor enters the market with their product? Do you need to redo the whole campaign, or can you just tweak a headline to make things better?

And why is it that 55% of all your online customers abandon shopping carts before they whip out their credit cards?

All of this visibility into online advertising has one effect on the rest of advertising. To quote Mr. Eisenberg:

Companies are posing questions about their offline campaigns. They’re losing patience with advertising and all its promises. It’s not that advertising is getting worse. Actually, it seems better and more relevant. It’s just too little, too late.

Read it all here.

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