I really like Melissa Parrish’s recent post for AdExchanger headlined “The Fact That You Can Doesn’t Necessarily Mean You Should.” Her commentary is a beacon in the night.
It isn’t enough merely to change the words we use to describe those we want to influence – although that’s a nice start. What is needed is to roll back this idea of doing things to people, instead of for them.
Without consumers, the worst thing in the world happens: nothing. If you don’t understand this, then you need to get out of the advertising business, because you don’t get it.
Advertising should offer people ideas to help them improve their lives in ways they may not have thought about … yet. The notion that ad-tech can be the Holy Grail entirely misses the true prize – communication. Too many in the industry are way off-base when it comes to understanding human motivation and psychology. They had better wake up quickly, before they realize nothing has happened.