The Next Chapter in Advertising

Lately I’ve been thinking about advertising. I know, not a big shock considering I work with and write about businesses. One of the reasons it’s been on my mind is because of all the talk about privacy and the sheer number of ads that people typically see on a daily basis (one report indicates about 5,000 per day, but even if we’re only seeing a fraction of that it’s still a ton). I know I get several hundred emails in a day and many of them have a banner ad or some other type of promotion in them, then there are all the ads you see when you watch TV, or are driving down the street or are perusing your favorite shopping website.

If I’m honest I don’t have a problem with ads, and I don’t just say that because I’m in business and advertise. We have so much going on in our lives that ads and promotions are a good way to let people know about something a company is offering they may want or need, without us having to do all the work to find out what’s on sale or what’s new. But I do agree that some companies abuse the privilege of advertising. They spam you or don’t tell you about fees or hide key details that had you known you would have never clicked on the ad. I wish companies would be more responsible about ads, which brings us to the other topic: privacy.

I like my privacy as much as the next person, and like many people I do feel like some companies have more information than they should, and not all companies are as respectful of that data and that trust that people are placing with them. As a result of how some companies act, I’m not surprised by the uproar and the way that the hammer is really coming down on all things privacy and advertising, and I’m more than a little frustrated at these companies for causing so much fear and hesitance to end up on those of us businesses that are very careful and respectful.

So where does this leave businesses? I don’t think it means the end of advertising. It does mean that businesses should be more responsible because of the sheer number of options that people could switch to if they don’t like the practices of a business. It also means that it’s time for a change when it comes to how businesses are advertising. Businesses should clearly communicate with their customers regarding their ethics, and options when it comes to a customer’s privacy.

It also presents an opportunity for a business and customer to have more open conversation about what the customer wants to share with a company, what the customer wants from the company, how the customer wants it from the company, and why the company advertises/includes the advertisements they do. More people would be more open to ads if they knew they would be relevant to them, were at a frequency they were comfortable with. Likewise, people would be more willing to share some information, especially about preferences and interests, as long as the information that is requested is reasonable, and when it’s acted upon the customer and their privacy is respected and protected. And again, more people would be receptive to ads if they were delivered through a preferred means, and there are very few situations where only an email or only a mobile number would suffice, and would not be interchangeable, especially if allowing a customer to choose one or the other would mean someone would be receptive to getting information.

The advertising arena is changing, it’s a question of whether it becomes a customer vs. business thing, or if we’re able to figure out how to work together so that we still grow our businesses but we also respect and support our customers. How are you navigating the changing ad market?

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