(For those who say I just don’t get it…get this!)
When it comes to business there are a few things that are as predictable as claiming water to be wet, and that is this:
From, The Business of I:
“Smart executives inherently know the best time to seize the opportunity as to move money from one project that is not working as planned, to another, is when that move can be viewed under some form of righteous umbrella or banner, for the rewards of argument in doing so will help mask all prior misjudgments or poor reasoning for any prior allocations of resources, such as money.”
The above is from one of my seminars, the following is from my article over the weekend. To wit:
“Advertisers have been both lazy, as well as unsure when it has come to advertising on social. But now more and more are questioning their budgets, because (wait for it…) it would seem far more have not panned out as they were originally sold. i.e., Most never paid for themselves. And the once adamant “ad agency pros” are having to answer for those poor results. And it’s getting more difficult by the day.
When the client says “put me in social, regardless” you put them in. When they start asking “What am I getting for all this social?” The campaigns begin changing. And that has been ongoing for a bit, and I look for it to be accelerating. FB and Google, I have contended, has seen “growth” in its advertising business only for being the last juggernauts standing. If the latest earnings are to be looked over with an inquiring eye of what the future may portend. Growth may be a harder term to apply in future reports.”
So why write about this today? Fair point, and it is this. Again, to wit:
From the Wall Street Journal™, “Unilever Threatens to Reduce Ad Spending on Tech Platforms That Don’t Combat Divisive Content”
“Unilever will not invest in platforms or environments that do not protect our children or which create division in society, and promote anger or hate,” Unilever Chief Marketing Officer Keith Weed is expected to say Monday during the Interactive Advertising Bureau’s annual leadership meeting in Palm Desert, Calif.
“We will prioritize investing only in responsible platforms that are committed to creating a positive impact in society,” he will say, according to prepared remarks.
And just a reminder for those who may not be familiar with Unilever or its ad budget, here’s how the WSJ describes them: “Unilever, one of the world’s largest advertisers…”
So, (channeling my inner, Commander Swanbeck) here’s your assignment, should you choose to accept it …
Do you think if the ad dollars they’ve been spending on these platforms were returning sales dividends to their bottom line they would be calling for such?
Or, do you think this is just the opportunity to make some waves and bring attention to the brand and reallocate those precious ad dollars elsewhere under the guise of, “Sorry dear social media sales rep. but we just can’t work (as in pay) any longer. Call us in 6 months, maybe your ways (and pricing at steep discounts) will be more advantageous to us in the future. Until then, remember – “If your phone (or in-box) isn’t pinging? You know it’s me.”
Can you say, “Self-destruct?”
© 2018 Mark St.Cyr
Footnote: These “FTWSIJDGIGT” articles came into being when many of the topics I had opined on over the years were being openly criticized for “having no clue”. Yet, over the years these insights came back around showing maybe I knew a little bit more than some were giving me credit for. It was my way of tongue-in-cheek as to not use the old “I told you so” analogy. I’m saying this purely for the benefit of those who may be new or reading here for the first time (and there are a great many of you and thank you too all). I never wanted or want to seem like I’m doing the “Nah, nah, nah, nah, nah” type of response to my detractors. I’d rather let the chips fall – good or bad – and let readers decide the credibility of either side. Occasionally however, there are, and have been times they do need to be pointed out which is why these now have taken on a life of their own. (i.e., something of significance per se that may have a direct impact on one’s business etc., etc.) And readers, colleagues, and others have requested their continuance.