THE DILEMMA WITH DIGITAL IN 2022
Mallory Sackey, MBA
Performance Manager ??LinkedIN Creator?? ?? Global Certified Marketing Pro +Meta Expert
THE DILEMMA WITH DIGITAL IN 2022
2022 is the first year post-pandemic where society has returned to less Covid-19 regulations, and improving the normalcy in community environments. However, what we didn't predict in 2019 was the impact this had had on the digital space as we know it.
How Innovation Periods in the 1900's Tell Us What to Expect
The centennial trends of organizational behavior reflects similar trends from industry booms witnessed in 1910-1950's. With that notion in mind, a similar shift is expected in rising disruptors across global verticals, much like the shift in industry production post- Great Depression. This theory identifies predictable opportunities, and strategic planning for overcoming short-term challenges.
THE DILEMMA WITH AD TECH
Marketing money has traditionally proven to follow the customer.?As consumers have migrated with Technological innovations, they are consuming more media and creating online engagements more than ever. Therefore, advertisers have invested behind them to ensure that they are still capturing consumer attention.
On the other hand, the move to digital has changed the methodology and offered the?opportunity for much greater data exploitation than any other market channel prior. Advertisers all jumped into the marketplace without a full awareness of what would need to be expected of the brands.
领英推荐
WHO DOES THIS IMPACT
WHAT DO WE NEED TO DO TO ADAPT TO THE CHANGE
At one level, relevant content is an optimized version of traditional media buying frameworks. The highly measurable activity can be established and expanded far more robustly. Users of platforms providing "Free Services" (Ex. IG Accounts are free for General User Accounts) are positioned with feasibility in creating?cross-product offerings that drive revenue?within the Free Services native platforms.
On another level, the digital advertising space is still novice in its lifetime. Therefore, the firms operating within the digital ecosystem must understand that it does tend to associate higher risks .?For example, Youtube Advertising experienced a large decline in partners due to various conflicts and controversy within the free content made available on their platforms. Most of these conflicts have eventually been resolved, but each one adds to an?ongoing narrative that big tech services, and YouTube in particular,?are not good places for established companies to run ads.
This argument also ponders the notion of modern subliminal messaging tactics that are not a regulated factor within the digital commerce space -- yet. The two key takeaways moving onward in the expansion of the digital ecosystem, is for firms to recognize manipulative tactics vs influential content in the platform assets intended for mass users. Additionally, brands need to position themselves to be highly reactive to minimizing behaviors and beliefs that are contradicting to the platforms native values.
The big picture:?YouTube has faced several ad boycotts over the years. The?biggest was in 2017,?after leaders in the ad industry pressured advertisers to boycott YouTube over extremist videos.
Other platforms, like Facebook and Twitter, have also faced advertiser boycotts after reports have surfaced about troubling or controversial content.
Advertisers often return after these walkouts. For example, Google?said?just a few months after the 2017 YouTube boycott that most of the advertisers that removed their campaigns had returned. Procter & Gamble, the country's largest ad spender,?ended?its YouTube ad boycott after over a year in 2018.
My thought bubble:? Advertisers eventually return to these companies because their scale enables them to target potential customers very efficiently. This boycott is likely to end no differently.