Keep calm and color on

This blog was originally written about Business, Sales, Leadership, Social Media  optioneerJM since May 2010.  As I was critiquing myself, I recognized that I strayed from its main purposes with reflections on matters that are unbusiness-related. 

 I have since branched out to Meanderings because there are many issues I want to write about that don't fall under business.  I hope you will visit, follow, share and help me there.  It is your support that inspires me to write.  If you have an idea or question you would like me to write about on optioneerJM or Meanderings, drop me a line and let me know optioneerJM@gmail.com.

INFORMATION overload or PRIVACY invasion? A new era of advertising.

“I have a theory about the human mind. A brain is a lot like a computer. It will only take so many facts, and then it will go on overload and blow up.”

~Erma Bombeck

We're all bombarded by information overload with "BUY ME" screaming at us everywhere.  It doesn't matter if you're on a solo drive to work or on transit, relaxing at home -- we ARE surrounded by advertisements:  the radio, billboards, bus ads, vehicle wraps. We log on to our computers at home to check our email or check our social media to see what family or friends are up to and even that is surrounded with banner ads.  

Certainly, information is getting more personalized.  Some folks even go so far as to say that too much trust is innocently being handed over to the big engines who monitor our clicks to tailor what we see.  Oh, boy.  Sure sounds like "Big Brother" has arrived doesn't it?  Of course.  There it is: the popular TV show where you can watch people hang out all day and night, get into fights, delve into relationships, intimate or lead others. That's entertainment!

There are plenty of people that are opposed to signing up to social media platforms, holding out and not caving in to what seemingly everyone is doing.  There are definitely good reason for many.  Except, if you think you are avoiding anything, you're being snowed.  Those individuals may see it as a waste of time, perceive narcissism, or simply state that they don't want to broadcast what they're thinking, watching, reading.   Privacy right? 

I'll admit, sometimes when I'm driving I may happen to notice a billboard or transit ad on the back of the bus I'm behind.  Usually the image first catches my eye and if I'm stopped at a stop light,  I might even notice the caption or tag line ... and then .... yes, there it is - the ULTIMATE:  the website.  OK, I ask myself, where is the address?  What about a phone number?  I'm expected to remember the website so then I can go look it up?  Geezwhiz.

Oh, wait a minute, where is that pen/paper or my soft phone to capture a photo of the moving ad to write the website down while I'm DRIVING! That seems pretty dumb, almost hilarious to me.  At least laughing out loud would be safer than juggling steering wheel, feet on the pedal, while keeping your eyes on the road.  Oh right, they want to take your eyes off the road so that you will pay attention to the ad, and memorize the website.  We're not burnt out from work, our eyes are not tired.  We want to jump up and say -- I wanna look that up by golly! 

Forget kissing your spouse, asking your kids how their day went, or walking the dog.  First thing you will do is fire up the computer, log on to the computer to go to the website before you turn on the television or pick up the paper .... all which are tempting you with alternative offers to distract you so you forget about it until you are cleaning up the car you find the rumpled piece of paper or looking for what to delete off your phone to free up space.  By then, you probably won't even remember why you had it to begin with or your budget is already blown. Come to think of it, somebody else is spending  pretty big budgets to tell us to go to a website?

What about when the television is flipped on to relax.  Yeah right!  Who can watch anything these days without being irritated by so many television ads?  Flip on over to Netflix, AMC or HBO special programs and notice if there aren't any product placements with brand logos?  Not too often.

Have I made my point:  Someone is making a lot of dough justifying unsafe habits or invading your privacy so that you will only go to their WEBSITE. 

“There are many things of which a wise man might wish to be ignorant” 

~ Ralph Waldo Emerson

Advertising Boxes Out Social Media

According to an article on Media Post:  "Social networking now accounts for one of every five minutes spent online, making it the most popular online activity worldwide, according to a comprehensive new report from comScore. What’s more, it leads all content categories in the number of display ads delivered, accounting for more than 1 in 4 U.S. display ad impressions (28%). " 

My Commentary:

After spending over 10 years working with magazines, including launching a national inflight magazine for a major airline, my take why social media is a distant cousin in advertising spend is because the actual people who allocate advertising budgets are simply not involved in Social Media themselves.  

Social Media is relatively new, limited by few metrics, sceptics abound  and partial resources to quantify ROI.  From my days in magazines, justifying budget expenditures were and still are compared by readership, reach, audience, demographics and so on.  It tended to lean still towards coupons or call to action ads.   It is far easier to rationalize after someone walks in or inquires after newspaper or radios generate the response.  Marketers have had years to validate traditional advertising.