With the recent news coming to light about the relatively unsafe measures social media networking sites are taking to deal with data, advertisers are beginning to see the sheer unreliability of digital methods as an advertising method. While yes, digital marketing has its place in an overall marketing strategy, the ensuing data scandals are proof enough that it definitely should not be the only approach.
This recent news about Facebook has inevitably lead to a massive loss of trust in the marketing and data methods of these social media websites. Logically, and quite frankly, rationally, advertisers should start looking for marketing methods that establish trust, rather than erode it, while still protecting consumers from unscrupulous characters. It has become clear that the giants of social media have no interest in protecting the average consumer and their ensuing data.
You might be asking what the “big deal” is about data scandals such as this, and what it means for digital marketing. Think about this way, a large part of marketing strategy is to build trust with customers and establish a foundation of loyalty in order to gain long-term retention. However, customers are notorious for not trusting brands right away…and especially on platforms that they have lost trust in, to begin with. The real problem lies in the fact the medium for the marketing message has now been indelibly wiped of any measure of trust.
However, this loss of data and trust has never been an issue in traditional marketing methods. This is why mediums such as printed performing arts program books, as well as performing arts digital signage has always been and always will be a trusted advertising outlet. By advertising in performing arts program books and on digital signage, you are able to convey messages directly to consumers without trapping any of their sensitive data – a true win-win for a digital society!
Think about it, a printed ad in a performing arts program book, or a digital ad on a performing arts digital sign is driving customers to you, as opposed to hackers hacking in and stealing your precious data…as well as all the sensitive data you have collected. With these methods, there is a sense of control that is difficult to replicate otherwise. You are in the driver seat as opposed to being driven directly into data breaches with yours and your customer’s data.
Performing arts program books and digital signage are incredibly effective ways to drive views, target difficult demographics, build loyalty and protect valuable data – all in one fell swoop! It is difficult to find digital marketing methods that can replicate these results successfully, and most importantly, in a consistent manner.
What good is data collection if you cannot ensure its safety? You risk losing your own valuable data while also comprising customers. If handled incorrectly, data breaches are one of the fastest ways customers will lose trust in your brand. And unfortunately, marketing strategies that fail to establish trust from the get-go in their brand risk losing customers at a much higher rate, especially if the right medium is not chosen to deliver the message.
Still having trouble believing this? The proof, honestly, is in the pudding in this case and it is interesting to see the way Facebook is choosing to handle this scandal. Frankly, their approach sheds far more light on how they treat data breaches by the way they choose to communicate about it.
In fact, the most ironic part of this scandal has been that Mark Zuckerberg apparently didn’t even trust his own site to communicate! Instead, he chose to take out full-page ads in printed newspapers to apologize! If Mark Zuckerberg does not trust his own social media behemoth to quickly and effectively communicate his own messages…can you really trust it to communicate yours? Good selling!