I discussed potential digital marketing opportunities with the manager of a big business in town. I saw a path to a significant ROI, but the client didn’t understand the value of what I was presenting.
Client: We’ve already done a lot of marketing ourselves.
Me: I see that, but a lot of it is very outdated. Effective marketing changes over time. Your primary strategy is outdoor billboards, and I think you need to turn your attention to online spaces. People are very influenced by what they see online, via e-mail campaigns, blogs, events, and more. Traditional marketing techniques still have value, but if you aren't exploring these other avenues you're doing yourself a disservice.
Client: We’ll think about it.
Months later, I found that they posted a job listing for a “Secretary” with "social media skills."
To this day, I drive by the same cheesy billboard. It has garish colors straight out of the 80s and hasn't changed in three years.