Do You "Push" Anti-Social Media?

[Jay Deragon]

The term "anti-social" means a pervasive pattern of disregard for, and violation of, the rights of others. Deceit and manipulation are considered essential features of the anti-social behavior.

People and institutions having antisocial personality disorder are sometimes referred to as "sociopaths" and "psychopaths". How do you like them labels? Is your brand acting like a sociopath and psychopath?


Anti-Social Marketing & Advertising

If we reflect on the definitions of anti-social above it becomes obvious, at least to me, that most brands have become anti-social. They constantly "push" media in my face, they try and trick me into an engagement and demonstrate a pervasive pattern of disregard for my time and attention. In other words they disregard and disrespect the one person who supports their revenue, the customer.

After decades of anti-social practices the marketing and advertising industry is headed for a collision with the "markets of conversations". Most advertisers and marketers think they have adopted "social media" and look at it as just another "channel" to push their anti-social message. Their tactics are transparent to the new market of consumers engaged in their own media. The market of conversations reject "push" advertisements and marketing hype inserted into the consumers space of dialog. While consumers have an affinity to certain brands they do not have an affinity to the methods brands use to try and get consumer attention.

A Shift Underway?

Today technology enables one to one to millions of affinity relationships. The value created is one of mass communications vs mass marketing and advertising. Old marketing and advertising methods do not fit into mass communications. When was the last time an ad was inserted into your conversation with a friend or business associate? Ever wonder why Ad Sense or Banner Ads get such low click through rates? An ad is simply not part of day to day conversations between people. On the other hand brands are included in people's conversations. So the new method of advertising is to become part of the conversation.

Becoming part of the conversation means you have to first establish a relationship with people whom have an affinity to your brand experience. To establish a relationship you have to create a draw that pulls people to you. The most powerful pull comes from people , not institutional products or services nor does it come from slick ads or marketing campaigns. While it used to come from slick ads or marketing campaigns the "power of pull" has shifted to the "market of conversations".

There is another kind of "pull" and its called money. Money draws attention, creates attraction and has an affinity to all people. Instead of spending over $400 Billion on internet advertising what would happen if a brand simply gave their ad money to consumers whom have an affinity to your product? If the consumer has an affinity to your product they would likely spend your ad money on your product. They would also likely tell their friends how to get "free" money to spend on your product. Sound impossible, crazy and unobtainable? That is what innovation sounds like to those not seeking innovation. The scenario described is now possible thanks to the power of technology. The return on your advertising and marketing budgets now becomes 100% vs. 2-3%. Think about it. If you want to get more than you've previously got then you have to stop doing what you've always done and innovate. Get it?

If you want to innovate and break away from the pack simply ask me how and I'll show you. Otherwise continue the path of anti-social behavior and get referred to as "sociopaths" and "psychopaths".

What say you?