A better world requires better marketers

Make no mistake about it, marketers are powerful

At first, it might seem like a far-fetched statement, but it's true. Consider all those professionals building and communicating product loved by everyone.

The marketers' sins

There’s a lot of good — and sadly bad — work marketers share with the world.

Advertising

By definition, advertising includes the techniques and practices used to bring products, services, opinions, or causes to public notice to persuade the public to respond in a certain way toward what is advertised.[2].

Image 1. Visual pollution (source hubton.com)
Image 2. Digital Ad Pollution (source: RSO Consulting)
Image 3. An example of a bad ad (source: Business Insider)
Image 4. Another body-shaming ad (source: Business Insider)
Image 5. A failure from Nivea (source: Business Insider)
Image 6. Another failure from Dove (source: Business Insider)

Attention marketing

One of the biggest ways the internet changed the marketing world is the creation of almost unlimited channels and platforms where marketers can push their advertising and messaging.

Image 7. User Attention Dwindling (source: UX Studio Team)
Image 8. Struggles in measuring Social Media ROI (Source: MDG Advertising)
Image 9. Click baits example (source: Wikipedia)

Support for shady websites and publishers

Yes, the third marketers' sin is all about getting the cash by harvesting user attention.

Advertising supporting shady websites

As hinted earlier, attention is really valuable. Simply because you can monetize that attention on a website by serving ads.

Image 10. Complex display advertising landscape (source: LUMAScape)
Image 11. Nandini Jammi intro into the Uber research (source: Nandini’s Twitter)

How can marketers help build a better world?

In essence — to help build a better world — marketers should just be better at what they do.

  1. Gartner, The 2021 Chief Marketing Officer Top Strategic Priorities, https://www.gartner.com/en/webinars/3993980/the-2021-chief-marketing-officer-top-strategic-priorities
  2. Britannica, Advertising, https://www.britannica.com/topic/advertising
  3. UX Studio Team, User Attention: 10 Psychological Facts to Help You Design Better UX, https://uxstudioteam.com/ux-blog/user-attention/
  4. Fast Company, You watched ‘The Social Dilemma.’ Read these 11 books next, https://www.fastcompany.com/90557306/the-social-dilemma-netflix-reading-list
  5. MDG Advertising, The ROI of Social Media [Infographic], https://www.mdgadvertising.com/marketing-insights/infographics/infographic-the-roi-of-social-media-2/
  6. Sprout Social, 55 critical social media statistics to fuel your 2020 strategy, https://sproutsocial.com/insights/social-media-statistics/
  7. Ibid.
  8. Dateportal, Global Social Media Overview, https://datareportal.com/social-media-users
  9. Social media do the same actually, but they do it in different methods, like remarketing tags (pixels), syndicated logins, or sharing buttons on the website.
  10. James Temperton, Wired, We need to talk about the internet’s fake ads problem, https://www.wired.co.uk/article/fake-news-outbrain-taboola-hillary-clinton
  11. Ibid.
  12. Semrush, What is Google AdSense and How to Make Money With It, https://www.semrush.com/blog/what-is-google-adsense-and-how-to-make-money-with-it
  13. Juniper Research, Advertising fraud losses to reach $42 billion in 2019, driven by evolving tactics by fraudsters, https://www.juniperresearch.com/press/press-releases/advertising-fraud-losses-to-reach-42-bn-2019
  14. Tech.co, How Uber’s Ad Fraud Lawsuit Highlights a Billion-Dollar Brand Problem, https://tech.co/news/uber-ad-fraud-brand-problem
  15. Jake Hanrahan, QClearance — Q is Crumbling, https://www.jakehanrahan.com/podcasts
  16. You can read dr. Fou’s work on Forbes (https://www.forbes.com/sites/augustinefou/)
  17. Forbes, How Marketers Can De-Risk Their Programmatic Ad Buys, https://www.forbes.com/sites/augustinefou/2021/01/15/how-marketers-can-de-risk-their-programmatic-ad-buys/
  18. Nandini Jammi, About, https://www.nandinijammi.com/about

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Nikola Kozuljevic

Nikola Kozuljevic

55 Followers

Accomplished marketing professional. Love discovering stories from numbers, conversing with bots & building great solutions.