"The client is not stupid, she is your wife . " This famous phrase by David Ogilvy already has 70 years on its shoulders, but it has not lost a bit of relevance. Seven decades ago, the father of modern advertising, who is in the eyes of many, warned his professional colleagues that they would do well not to make fun of a consumer who smells lies in every word and who does not tolerate advertisements that bore him. In the 20s of the 21st century, advertising that fascinates and stirs the consumer's insides is needed as much as in the 50s of the last century. But we no longer live in the era of Ogilvy or Bernbach, we are immersed in the era of technology and data. And if Ogilvy in some way viewed creativity as a gesture of courtesy towards the consumer, modern advertisers must relate this gesture of courtesy to the proper management and protection of the client's personal data. Apple has done something similar when it decided to put a stop to the voracious collection of consumer personal data in the iOS operating system , which has translated, on the other hand, into a high-sounding conflict with Facebook (which lives, after all, of the data that the apple company intends to sever). Responsibility, a “must” that many brands continue to avoid Brands would do well to look in the mirror of Apple and assume once and for all their social responsibility , a social responsibility that cannot take the form of an advertising boycott (more or less isolated and temporary in nature) of Facebook.
In the exercise of their social responsibility, brands must go much further, argues Thomas Strerath in an article for Horizont . It is not enough for brands to limit themselves to respecting the law and avoiding what is prohibited Phone Number List and that's it because not everything that is soon allowed is the right thing to do. However, for many advertisers their social responsibility is limited to following the law . For this reason, the imminent demise of cookies is seen by many brands as an obstacle, in the same way that the emergence of ad blockers was also an obstacle five years ago. In the new era inaugurated by the coronavirus, the purpose of brands has been brought to the fore and more and more marketers have become convinced that the companies for which they provide their services must stop hiding their heads like the ostrich and get wet. once and for all in matters of a social nature (in addition to responsibly managing the personal data of its clients). But customer data must be used not only responsibly but also expertly. At the end of the day, access to a consumer who seems (rightly) increasingly elusive to brands depends on them. Talking about responsibility is also talking about data And yet, despite the importance of data, most brands prefer to focus on the purpose and not so much on the data when illuminating their strategies.
Such a procedure is surprising if we take into account that brands find it increasingly difficult to connect with their customers , whose media consumption has transformed absolutely drastically in recent times. That marketing and advertising continue to cling like a burning nail to third-party data can end up being extraordinarily expensive for brands in the long term. In the new cookieless era, it is essential that brands ensure direct access to their own customers through a solid first-party data strategy based on technology. Brands must raise the flag for technology , but they must emphasize its good side (which it has) and try to get rid of its darker side. It is, after all, the duty of brands that aspire to become good corporate citizens of the world, Strerath emphasizes. In this new context, marketing and advertising must pay tribute to social responsibility because the consumer may be increasingly fickle, but he is by no means stupid , as good old David Ogilvy already ventured 70 years ago."The client is not stupid, she is your wife . " This famous phrase by David Ogilvy already has 70 years on its shoulders, but it has not lost a bit of relevance. Seven decades ago, the father of modern advertising, who is in the eyes of many, warned his professional colleagues that they would do well not to make fun of a consumer who smells lies in every word and who does not tolerate advertisements that bore him. In the 20s of the 21st century, advertising that fascinates and stirs the consumer's insides is needed as much as in the 50s of the last century.
In the exercise of their social responsibility, brands must go much further, argues Thomas Strerath in an article for Horizont . It is not enough for brands to limit themselves to respecting the law and avoiding what is prohibited Phone Number List and that's it because not everything that is soon allowed is the right thing to do. However, for many advertisers their social responsibility is limited to following the law . For this reason, the imminent demise of cookies is seen by many brands as an obstacle, in the same way that the emergence of ad blockers was also an obstacle five years ago. In the new era inaugurated by the coronavirus, the purpose of brands has been brought to the fore and more and more marketers have become convinced that the companies for which they provide their services must stop hiding their heads like the ostrich and get wet. once and for all in matters of a social nature (in addition to responsibly managing the personal data of its clients). But customer data must be used not only responsibly but also expertly. At the end of the day, access to a consumer who seems (rightly) increasingly elusive to brands depends on them. Talking about responsibility is also talking about data And yet, despite the importance of data, most brands prefer to focus on the purpose and not so much on the data when illuminating their strategies.
Such a procedure is surprising if we take into account that brands find it increasingly difficult to connect with their customers , whose media consumption has transformed absolutely drastically in recent times. That marketing and advertising continue to cling like a burning nail to third-party data can end up being extraordinarily expensive for brands in the long term. In the new cookieless era, it is essential that brands ensure direct access to their own customers through a solid first-party data strategy based on technology. Brands must raise the flag for technology , but they must emphasize its good side (which it has) and try to get rid of its darker side. It is, after all, the duty of brands that aspire to become good corporate citizens of the world, Strerath emphasizes. In this new context, marketing and advertising must pay tribute to social responsibility because the consumer may be increasingly fickle, but he is by no means stupid , as good old David Ogilvy already ventured 70 years ago."The client is not stupid, she is your wife . " This famous phrase by David Ogilvy already has 70 years on its shoulders, but it has not lost a bit of relevance. Seven decades ago, the father of modern advertising, who is in the eyes of many, warned his professional colleagues that they would do well not to make fun of a consumer who smells lies in every word and who does not tolerate advertisements that bore him. In the 20s of the 21st century, advertising that fascinates and stirs the consumer's insides is needed as much as in the 50s of the last century.
