What are we doing to ourselves? We once balked at ads in our toilet stalls and now we’re allowing commercials to run around in our pockets with us, as they penetrate our cell phones, iPods, and other personal digital devices. Are we not yet tired of being bombarded by platoons of inane chatter designed to make a fool part with his (or her) money?
I for one am beginning to feel the rebelliousness of my youth, reminiscent of the insubordinate Sixties. Perhaps I’m “too old” to understand the fanatical fascination with anything remotely connected to the whole world 24/7—yes, I often turn off my computer and cell phone; but has human nature and good sense changed that much? I’m sick to death of ever more laws, rules, and regulations; however, I’m ready to lobby against pervasive digital advertising.
Even the most gregarious of us need a little quiet time—somewhere, some way to be alone with our thoughts; to reflect, to review, and regenerate. “Alone” is the key word here. Even in the cities there are rooftops, basements, patios, and other nooks and crannies to tuck ourselves into, eluding the teeming turmoil outside, if only for an hour.
With our latest technological discoveries, however, will we ever again have personal peace?
“A 2007 survey conducted by the Association of National Advertisers and BtoB revealed that 70% of marketers have plans to shift money from traditional to new media in the coming year. With consumers spending more time connected to either a computer or mobile device, advertisers understand that their audiences’ responses will often be immediate, resulting in a stronger ROI. Additionally, since interactive media is becoming about as “direct” as marketing gets, with the immediacy of mobile ads, the term “direct marketing” may be turning in an entirely new direction.” http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080721/FREE/572852514/1091/rss03&rssfeed=rss03
Sigh. Yes, with the advent of the Internet we’re truly in a New World Order. But at what price? And I know we didn’t raise our children to accept this form of invasion to our privacy and rude interruption of our day—so why are the youth so willing to accept this type of advertising assault?
Shopping used to be fun. Looking for the ads in the paper, or hearing the periodic announcement on the radio, or jotting down a number and name from the TV commercial was a coup. Add the name to your shopping list and let’s make a day of it.
Now, we’re expected to shop 24/7—from anywhere we might be standing, sitting, or lying. And we’re expected to accept the loudmouth hucksters’ (I consider them that even in their text-messaging silence) messages practically in our sleep. Is that an exaggeration or a prediction?!
I’m the first to admit I’m a walking, talking marketing oxymoron. I offer tipsfor more advertising effectiveness, as I eschew its pervasive principles. Go figure.
We, as consumers, and some of us as those who advertise, have the power to “just say no.” I hope as a society, we just say no to invading people’s lives. Do the majority of us really want an insurance ad or a Viagra commercial on our cell phone or iPod in the middle of an important business meeting, a date, a relaxing day at the beach? How about during dinner, the opera, or when we’re sound asleep? Didn’t we rebel with the National Do Not Call system? Ah, but the marketers have found another way.
Now ask yourself, do you really want our youngsters exposed to commercials for sex toys on their iPods? Think it can’t—won’t—happen? Trust me, it will. Ingenious marketers will always find a way.
When is too much advertising going to be the last straw?
