Tired of your once-successful marketing campaigns losing their punch? Dive into the Law of Shitty Clickthroughs, a fundamental concept explaining why all marketing strategies inevitably suffer from declining clickthrough rates over time. This episode unpacks the startling reality, illustrated by the dramatic drop from a 78% clickthrough rate for the first banner ad in 1994 to a mere 0.05% on Facebook in 2011.

We explore the key drivers behind this marketing gravity, including:

• The fading allure of novelty: Why customers initially click out of curiosity but eventually become blind to familiar tactics.
• The short-lived advantage of being first-to-market: How competitors quickly follow successful strategies, diluting their effectiveness.
• The challenge of scaling to less qualified audiences: Why reaching the mainstream market often results in lower engagement compared to early adopters.

Understand why relying on small-scale marketing successes can lead to skewed projections and potentially disastrous outcomes for businesses and investors.

But it's not all doom and gloom! We delve into actionable strategies to combat this inevitable decay. Discover the power of the "nomad strategy" – constantly innovating with new creatives and testing new platforms to maintain performance. More importantly, learn why the real solution lies in identifying and capitalising on the next untapped marketing channels before they become saturated. We'll discuss the crucial difference between marketing as fleeting novelty and marketing that provides genuinely useful information, which can maintain higher engagement.

Tune in to learn how to navigate the Law of Shitty Clickthroughs, identify emerging marketing opportunities, and keep your customer acquisition strategies ahead of the curve. Don't let your marketing effectiveness grind to a halt – understand the forces at play and discover how to fight back.