A colleague made a simple observation yesterday that many marketers are “spending lots of money on reaching potential customers, but very little to nothing on engaging with them.” It’s like they spend a ton of money to generate awareness, but when potential customers arrive on their sites or social media channels, there’s little to nothing there. So they leave disappointed, often to the long-term detriment of the advertiser. This is so true. It has been this way over the years, but never more so than now. I have observed the same phenomena over the last two decades doing digital strategy consulting for marketers and also teaching digital marketing.