Warning! Unsolicited Internet Ad Coming Your Way!, Part 1
Buzzwords or reality? Are marketers so hung up on 'permission,' 'opt-in,' and 'solicited' that they forget they're actually... advertising? The first of a two-part series.
Buzzwords or reality? Are marketers so hung up on 'permission,' 'opt-in,' and 'solicited' that they forget they're actually... advertising? The first of a two-part series.
Remember the last time you asked for a commercial message?
I don’t. Who does? Who really wants to receive commercial messages?
Even if you sign up for an email list or accept pops, do you really “solicit” the endless blather of marketing messages you receive?
Let’s look at the definitions. According to “The American Heritage Dictionary,” “unsolicited” means “not looked for or requested; unsought.” “Solicit” means:
If you think about it, “solicited” advertising sounds pretty ugly. Persuasion, persistent commercialism, evil or illegal actions… or sex?
Unsolicited is the reality. Your ad is like an unsolicited manuscript or opinion. It says: You should buy this product.
The Internet Marketing Onslaught Begins
Internet marketing has shifted. The early, idealistic pioneers wanted to regulate and control marketing on the Internet. Now, guerrilla and traditional marketers have appeared, and they’re not overly concerned with altruism or morality.
What’s needed is a balance between the two extremes. In the end, the customer benefits.
Dream On! Managing Marketers Is Like Herding Cats
Here are the challenges we all face right now:
Though intentions are good, the reality is different. All advertising is inherently unsolicited. Real people don’t sit down and make a list of things they want to be pitched.
Must you surrender your ethics to play this game? Chill. This is advertising, not religion.
Next time I’ll look at the hallmarks of bad advertising — and how to fix it.