Where you are today and where you want to go
Advertising is expensive
Unfortunately many channels will happily take your money even if they know, it will fail to deliver the result you are seeking. Whilst it is convenient to blame the channel and possibly their ethics, the advertiser needs to take some responsibility. Crucially before undertaking any marketing, you, as the advertiser need to establish what the goals of the campaign are and who are likely to need your products or services.