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This is an interesting perspective, and it appears he could be right, but he doesn't offer much in the way of alternative internet marketing strategies. . .
Of course as a live chat provider, we promote making the most of visitors to a dealer's site, but what kind of targeted advertising would replace banners? HIs 1 per 1,000 click-through statistic means low response, BUT, it's not too far off a direct mail piece.
With the popularity of browser extensions like "Ad block" and others, banner ads suffer. They have become spray and pray while offering little to no value to the consumer or the advertiser. Banner ads are the new Billboard. You see them everywhere and rarely care to look. Some are more annoying than others. The last thing I want to see is some darkened background and big ad pop up when Im trying to watch a daily show video or whatever.
I don't know about other parts of the country, but local municipalities here in FL are progressively paring down the number of billboards - albeit sometimes trading off for digital ones that could light a stadium. Seems to me, the more technology and information overload dilutes the effectiveness of web advertising, the more traditional sales skills - like asking for referrals and sustaining relationships - become critical