Imagine living and interacting with technology and advertisements, in a world where EVERYTHING is personalized – it’s all about YOU!
Books, billboards, search engines, display ads, your thermostat, your home computer – all of them are constantly speaking about you, talking to you specifically – everything is about you, your choices, your purchases, your habits – it’s all about YOU!!
Now, imagine living in a world where technology and advertising is impersonal, a world where everything is NOT ABOUT YOU!
All of the content and advertisements you interact with are static – the messages and delivery of marketed communications happen to everyone around you equally at the same time. There is a general absorption level of content across a wide social spectrum. Society interacts with mass media, and that symbiotic relationship inspires both to change and evolve together.
Now – envision the psychological differences between citizens living in the first society, versus citizens living in the second society. . .
Two Schools of Advertising
Of course I am being reductionist here, but I think advertising can be segmented into two schools of thought –
1) – Hyper-personalized ads – powered by Big Data amassed from customer surveillance – Ads are able to follow customers wherever they go; on their fridge, in their phones, in their car, on their desktops, on their kid’s faces, on all the billboards they pass.
2) – Mass media – powered by impressions, communicating through shared values on larger scales, interacting with and inspiring popular culture on a societal level. Advertising aims to get groups of people talking to one another about a common, shared experience. The public square – the big billboard – the SuperBowl Commercial – the water cooler.
Modern marketers use a mixture of both of these approaches when it comes to advertising, but more and more our culture and society is embracing the first school – hyper personalized experiences, big data science, surveillance.
Could hyper-personalization and heavy curation of advertising environments to the individual level, endanger our society, our culture, our idealogical mobility?
What happens to the individuals living in a society that depends economically on its citizens living in a hyper-personalized world? Does this reinforce our echo-chambers, our egos, our narcissism?
What are the psychological ramifications of living a commercial existence that is shaped and tailored to fit your every need, understand your desires, predict your behaviors?
As marketers, do we question what kind of society we are creating when we adopt the latest technology, advertising philosophies, or market research capabilities?
Do we recognize the important and powerful effect advertising has on shaping people, on shaping culture? What will we lose when we abandon thinking about advertising, marketing and business development on a social level?
What kind of consumers are we creating?
What world do you want to live in?
Is there a socially responsible way to market products and services, develop sound business strategies, and create valuable, meaningful advertisements – without having to monitor and collect everyone’s search engine history, credit card purchases, FitBit analytics, social media posts/reactions/shares, private messages, emails, voting records, chats, thermostat usage, medical history, media consumption, driving habits and bathroom usage?
What do you think?