Friday, January 20, 2017

Trustworthy Content in an Untrustworthy Industry

As today is Inauguration Day, I could not help but find some news article that discussed a correlation between digital media advertising and elections. In his article, "Why Digital Hasn't Lost Its Luster", Andy Amsler discusses the success of digital media advertising (digital advertising expenditures in 2016 topped $1.4 billion), but also the need for firms to recognize its importance as a function of their future marketing success as many partner with agencies "framed by traditional thinking rather than forward-looking strategizing, at the expense of overall effectiveness and impact."

Making the case that digital media advertising is incredibly more effective now than it once was - as it relates to running a modern day campaign, Amsler states: "let’s stop pretending that persuadable voters can’t be reached online and that TV alone holds the key to winning elections or advocacy fights." That said, a successful digital campaign in politics - in any industry really - is the need for advertisers to create content that is trustworthy. "Trust in all forms of advertising is eroding", and as a consumer, I could not agree more. Advertising today does not connect - especially if it's political in nature.

But how does an industry infamously known for smear tactics and propaganda create content that is trustworthy? Amsler argues that if politicians were to create a campaign that was (more) truthful, s/he would experience longer lasting effects and an effect would be trust. If a politician was to establish trust with the help of advertising, one would assume a vote in his or her favor would follow.

With this most recent election, one thing many people can agree on is that the way in which politics and campaigns is played is forever changed. It is likely a safe bet that digital media advertising will play an even bigger role in 2018 and 2020. The challenge to advertisers will be incredible as they will be responsible for creating trustworthy content in an incredibly untrustworthy industry.

No comments: