As marketers we love to talk about the “Impact” our work has....
.... looking back over the last 15 years it’s clear that beyond the immediate business impact (growing brands/making clients lots of money), beyond all the silly metrics (the pokes, likes, throwing sheep, trends on Twitter, media firsts, social media fails and endless attempts to “hack the algorithm), the real-world impact of investing £100Ms of spend on digital platforms has been to endorse and reward the morally questionable. Namely weaponising an understanding of our very nature to get us addicted to digital platforms.
ADDICTION = MORE AD INVENTORY and GREATER ATTENTION. It's a win-win for advertisers.... not so good in the real-world.
Taking a step back the real-world impact of digital media has been undeniable:
1. A growing mental health and digital addiction crisis
2. The endless proliferation of harmful content which encourage and embolden hateful views
3. The funding of terrorism (you couldn’t make it up but it happened)
4. Weaponising social platforms to influence with the democratic process around the world
Having discussed these issues with colleagues, friends and clients over the years there have been mixed reactions. Most are ambivalent, many disagree but a few (like me) do like to ponder… should we have done more to course correct?
Having entertained doing a podcast on my lived experience (and questionable ethics) for a while, a big thanks to Dr. Rachael Kent for inviting me onto her Digital Health Diagnosed podcast, where we discuss some of the topics from my recent King's College London lecture about “How the commercial agendas of Google and Meta have had real-world consequences for Society and Politics” (and how brands are central to driving the change we need to see).
In conclusion - digital and social advertising is fun, it’s effective, but it’s not just “pictures on the internet”. Perhaps that’s part of the reason why Zuck is the richest man in the world....
If you're interested, please listen/watch on your fave podcast platform... I'd love to know what you think :)
Spotify: https://lnkd.in/ecdxyGe8
Apple: https://lnkd.in/eKGAZa8q
Fitting Shop Team Leader at Pryor Marking Technology
2yCongrats Rach! Really interesting subject matter.