We all know traditional media is a marketing expense that’s very hard to measure. You’re basically renting the print space, TV commercial or the radio spot and putting it in front of someone else’s audience. When you quit paying, the ads disappear, and so does your branding and lead flow.
Digital advertising is very similar. You’re renting the space on someone else’s website, hoping to get a click-thru to your website. Again, when you quit paying, you are “evicted” from those websites, and sent back to square one.