Why You’re To Blame For The Web’s Crappy Content

Why You’re To Blame For The Web’s Crappy Content
SHARE
THIS



Today, everyone is a marketer. Therefore everyone is responsible for the “sloppy” advertising and “crappy” content that is clogging up the interweb.

Bryan Kramer, chief executive of US-based social agency PureMatter, argued that in today’s connected world everyone is a marketer and everyone’s brand is shaped by what they share online.

Social giants such as Facebook have also levelled the field, with their marketing tools available to small-business owners right through to giants such as Coke.

This access is driving what Kramer describes as miss-advertising.

“We are getting ads that make no-sense to us,” Kramer, who is presenting at ADMA’s Global Forum, said.

“Facebook gives you the tools and the platform but they don’t tell you how to be specific.”

Facebook recently expanded its retargeting capabilities and said it will not be honouring the do-not-track setting on web browsers “because there is currently no industry consensus”. See AdAge for more. This is set to compound the issue of irrelevant ads, according to Kramer.

“People are just going to see it as a fun ‘oh cool, I’ll just ad retarget everything’, and here we go again. Because it is easy, anyone can do it and everyone is a marketer now.

“People are being sloppy and they are not taking the time to target their ads correctly.”

Kramer also believes we are in the midst of a content war.

“Everyone is trying to be a content creator and there is a lot of bad content.”

“It is the same issue that we had when direct mail was in play…The noise level has simply shifted over from direct mail to a digital embodiment.”

In order to cut through the noise bands need to have a human voice.

“People are automating and delivering robotic messaging and crappy content….if you want to have a much bigger impact right now than you have to engage, you have to deliver quality content and doing that means you have to be more human than ever.”

When BuzzFeed’s executive director of international strategy, Keith Hernandez, was in town for the Mumbrella 360 conference he said people do not want to be friends with brands.

“People inherently don’t want to be friends with brands. The reality is they align to the content more and it speaks to them in a great way,” Hernandez told the audience.

Kramer completely agrees with the statement but took it one step further.

“People have a much stronger brand reach then brands themselves and I think that we identify with the people behind brands and we buy from people, we don’t buy from brands…we are buying into the vision of people and leaders.”

 

To hear more about human-to-human marketing Bryan Kramer is at the ADMA Global Forum in conjunction with B&T’s Mad Week. Register here. The ADMA Global Forum runs from 29-30 July at Sydney’s Hilton Hotel.

 

Latest News

RXP Group Launches ‘Making Happier Humans’ To Simplify Digital Transformation
  • Campaigns
  • Media

RXP Group Launches ‘Making Happier Humans’ To Simplify Digital Transformation

ASX listed RXP Group today launched their new positioning ‘Making Happier Humans’ to reduce the increasing complexity faced by a growing number of businesses wanting to deliver effective and meaningful customer experiences. RXP Group CEO Ross Fielding said: “It’s critical that digital consultancies focus on the people aspect of technology-enabled solutions. “Making Happier Humans is our commitment […]

BikeExchange And Saatchi & Saatchi Launch First Global Brand Campaign
  • Campaigns
  • Media

BikeExchange And Saatchi & Saatchi Launch First Global Brand Campaign

The world’s largest online bike marketplace, BikeExchange, will launch their first global brand campaign today to unify the business across ten markets around the world. The new campaign – Where the world rides – is led by a new brand film and has been developed in partnership with award-winning creative agency Saatchi & Saatchi, Melbourne […]

Finecast Appoints Nicole Turley As Client Consultant
  • Media
  • Technology

Finecast Appoints Nicole Turley As Client Consultant

GroupM, the media investment group of WPP, has announced the appointment of Nicole Turley to the Finecast Australia team. Finecast is the Addressable TV business launched by GroupM in October 2018. Nicole has been the chief investment officer for MediaCom for the past five years, most recently holding the title chief investment and growth officer. Nicole has […]

Revealed: Influencer Marketing Is Ineffective For Brands’ Online Ranking
  • Media
  • Technology

Revealed: Influencer Marketing Is Ineffective For Brands’ Online Ranking

Influencer marketing has risen to the forefront in recent years, particularly when harnessed with live video trends on social channels. Where previously celebrity endorsements were potentially only available to companies with larger budgets, influencers with blogs or social media presences are now present anywhere on the budgeting scale, and are more specific to any given […]

New App Help Agencies Make and & Share Creative Briefs
  • Media
  • Technology

New App Help Agencies Make and & Share Creative Briefs

With only 27 per cent of agencies declaring that their clients provide clear assignment briefings, the new Volve application offers a compelling solution to create and share briefs. Ad campaigns are never smooth processes, where all those involved in making creative briefs agree on every detail. In fact, they can become nightmarish feats. Agencies, companies […]

Fiftyfive5 & GalKal Merge To Create Independent Consumer Insights Company
  • Media

Fiftyfive5 & GalKal Merge To Create Independent Consumer Insights Company

Independent research companies Fiftyfive5 and GalKal will merge to create Australia’s largest and fastest growing, independent, insights-led consulting business. The combined business will have offices in Sydney, Melbourne, Auckland and Singapore, a team of 115 and more than 130 clients across 40 countries serving multiple industries including financial services, telecommunications, FMCG, media and entertainment, social […]

Starcom Rallies Adland To Help Lion Dairy & Drinks Raise $1M For Drought Relief
  • Media

Starcom Rallies Adland To Help Lion Dairy & Drinks Raise $1M For Drought Relief

Starcom Melbourne has helped rally a number of media partners to pledge their support and donate airtime and space to help Lion Dairy & Drinks raise $1 million. The funds will help dairy farmers impacted by drought in NSW, South East Queensland and Northern Victoria. Lion Dairy & Drinks’ “Be True Blue Farmer Drought Fund” […]

BBC Studios Announces First Australian Commission With SBS
  • Media

BBC Studios Announces First Australian Commission With SBS

BBC Studios has announced its first commission since setting up a production arm in Australia, with SBS ordering 85 x 30 minute episodes of TV’s toughest and most enduring quiz show, Mastermind. Synonymous with the catchphrase “I’ve started so I’ll finish” and the fearsome, black, spotlighted chair for its contestants, the series was announced by SBS […]

Surf Life Saving QLD & Romeo Digital Launch World-First Beach Safety Tech ‘Life-Fi’
  • Campaigns
  • Technology

Surf Life Saving QLD & Romeo Digital Launch World-First Beach Safety Tech ‘Life-Fi’

Digital innovation Life-Fi is set to save lives this summer by breaking down the communication barriers between surf lifesavers and international tourists. The new technology provides access to unlimited free wi-fi between the flags and enables beachgoers of different nationalities to receive live surf patrol instructions in their own language, without requiring app download. Romeo […]