And yes, I am aware of the false economy of decrying Ads as a reason marketing is suffering, particularly when they drive business, and lots of it. Because the reason they’ve leached into every marketing teams’ daily tasks is because they are effective.

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So don’t think we’re saying you should all crunch our Google Ads account into a proverbial ball of paper and lob it in the trash, because that would be equally shortsighted.

So look through your product offering. How can you up the ante and make your experience more tactile and lasting? For parenting brands, we offer an at-home sampling box that’s built around this concept. Showcasing products as they were meant to be seen, in the calm, open environment of the family home.

But if you’re looking elsewhere, how can you reinvigorate your UX through packaging or tailored messaging around how users use your service? For primarily digital brands, Spotfiy Wrapped is a great example of something tailored, tactile and loved, without ever leaving a user’s phone. 

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Of course, this kind of first-principle marketing isn’t about leaving programmatic ad spend behind. It’s about augmenting it. Filling the gaps that will otherwise go unnoticed. 

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Except they won’t. Just like how you remember the feeling when really good marketing grabs you and makes your day better, your customers will remember it too. That’s what really sets a brand apart and is arguably one of the most neglected, but core pillars of long-term success. 

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