Paid media — particularly paid search and paid social — is a powerful tool for driving quick results. But as many marketers have discovered, it has its risks and could be harmful in the long run. At Woven, we refer to paid media as the ‘crack cocaine of marketing’ because of its addictive nature and potential pitfalls of over-reliance.
The Irresistible High of Instant Results
The appeal of paid media is undeniable. With platforms like Google Ads and Facebook Ads, marketers can instantly launch campaigns and see results. The ability to target specific audiences, gain access to detailed analytics, and see clear ROI metrics make paid media an attractive option when quick wins are needed.
This immediacy is akin to the rapid onset of euphoria experienced by drug users. The ‘high’ of seeing immediate traffic, leads and sales can be intoxicating. It’s a marketer’s dream — the ability to demonstrate clear, measurable value in real-time.
The Ease of Entry and Escalation
Businesses can also start and scale their paid media efforts with ease. With low barriers to entry, companies of all sizes can jump into the world of paid advertising. The initial investment can be small, but increasing budgets and expanding campaigns are tempting as early successes mount.
This escalation is where the addiction often takes hold. As businesses see positive results, they may be inclined to pour more resources into paid channels, often at the expense of other marketing activities.
The Illusion of Control
Paid media platforms offer a wealth of data and targeting options, giving marketers a sense of control over their campaigns. This control can be seductive, leading to a false sense of security. Marketers may believe they’ve found a foolproof formula for success, much like how addicts might believe they can control their habit.
However, this control is often illusory. Algorithm changes, increased competition, and rising costs per click can quickly erode the effectiveness of paid campaigns.
The Withdrawal Symptoms
Perhaps the most striking similarity of paid media to addiction is the withdrawal symptoms. Many businesses find their visibility and lead flow fall off a cliff when they scale back their paid advertising. This sense of ‘withdrawal’ can push companies back into the cycle of paid media dependence.
The reason for this is clear: paid media, while effective in the short term, doesn’t contribute to building lasting brand equity or organic visibility. When the ads stop, so does the traffic.
The Long-Term Damage of Underinvestment in Brand
While businesses focus on the immediate gains from paid media, they often underinvest in brand building. This is where the long-term damage occurs. A strong brand creates a sustainable competitive advantage, drives organic traffic and builds customer loyalty. However, brand building is a slower process that lacks the immediate gratification of paid media.
By neglecting brand investment in favour of paid channels, businesses risk dependency on paid traffic, leading to rising costs and diminishing returns over time.
Finding Balance: The Road to Recovery
The solution isn’t to abandon paid media entirely. Like many things in life, a healthy balance is key. At Woven, we advocate for a balanced approach of short-term paid media and long-term brand building.
Here are some strategies for achieving this balance:
- Set aside a fixed percentage of your marketing budget for brand-building activities.
- Use paid media strategically, focusing on high-intent keywords and audiences.
- Invest in content marketing and SEO to build organic visibility over time.
- Measure the effectiveness of your marketing mix using short- and long-term metrics.
- Regularly reassess your reliance on paid channels and adjust as necessary.
Conclusion: Breaking the Cycle
Paid media, like any powerful tool, requires careful management. Its ability to deliver quick results makes it essential to many marketing strategies. However, marketers must be wary of the addictive nature of these channels.
By understanding the potential pitfalls of over-reliance on paid media and taking a more balanced marketing approach, businesses can break free from the cycle of addiction. This balanced strategy allows companies to enjoy the short-term, whiz-bang benefits of paid advertising while still investing in building a strong, sustainable brand that can thrive in the long term.
At Woven, we help our clients navigate this complex landscape. We harness the power of paid media without sight of the bigger picture: building brands that attract short-term intrigue but that are enduring enough to stand the test of time.