Marketing has evolved over the years with technology, shifting its approach and structure to reach where it is now. What do marketers love to do? There could be many answers like to connect and engage with followers, to build brand aspiration, to increase awareness, to reduce cost of customer acquisition etc. It’s the same set of answers that helped in the evolution of digital marketing.
But more important question one should ask is what you would hate as a marketer. And one of the answers to that is conveying the wrong message about the brand. If you are not present in the latest social conversation, then you are obsolete. But what if you are present where you want to be but you are giving out a negative message instead? Brands cannot really afford that mistake. As a seasoned marketer you could be really proficient in crafting the message; but you are dependent on the ‘medium’ which is taking your message to the public and you cannot really control that all the time.
In digital marketing, where everything is automated, even after all the black-listing and white-listing of websites, many-a-times the brand message gets mixed up in the wrong context. There are plenty of such instances, which people would love to term and laugh at as “epic brand failures”. The same amount of resources these brands have invested to reach the masses ensures this gets seen and those who stand to gain out of it make sure this mistake gets propagated even further.
Imagine an article which is criticizing the risky stunts in advertisements and your advertisement which caters to adventurous youth is shown in the same page. Or imagine a discussion where people are commenting about how dumb certain mobile advertisement is due to the exaggerated depiction of a feature and your mobile advertisement which glorifies the same feature of your phone is shown in that page. This could even get worse – imagine some news about recent research showing the health issues of ingredients in particular food or beverage and people who are watching this video are shown your advertisement of same food.
Here comes the relevance of “brand-safe” advertising media where due importance is given to the right context of the content along with relevance.
There are already few players in the industry who are providing Brand Safety as a feature for their advertisers like Double verify, Jun Group, Exchange lab etc. Some of them are going one step ahead in guaranteeing full-refund of the campaign in case of any violation. This will soon become the defacto industry standard.
The whole world is becoming more and more conscious about safety – from the food you eat, the car you drive, the house you buy, the site you browse, the purchase you make, and even the life you live – safety is the basic necessity. Usually insurance companies thrive on this fear by providing safety as a product. But now safety is getting integrated into the product as a basic feature in all of the above mentioned situations. It is high time our marketing campaigns follow the suit.