A lot of market wisdom, PR, and social media logic is based on hysteria. This is the knee jerk response, the herd instinct, rabble rousing, viral, etc. approach to public statements and information. Overkill to the point of hysteria beyond rational debate is another, and it’s fair to say that the general move is away and beyond this mentality.
Ironically, the human race, which has now been subjected to management by hype and hysteria for a very long time, thousands of years, in fact, has had quite enough. Better still, it’s doing something about it, for a nice change.
These are just a few crises in recent years:
Massive recession in 2008
Ongoing job losses in all traditional employment sectors
Education, or lack of it, and related policies
Health issues and drug prices
EU debt crisis
Wars in Iraq and Afghanistan
Islamic State and terror attacks
Trump and related policies
China’s South China Sea islands
China’s and the world’s hideous pollution problems
African Ebola outbreak
Corporate fraud vs Main Street
US Congressional gridlock, now starting its third decade of total failure
BP oil spill
Hurricane Katrina and the dismal FEMA response
Chinese economy slowdown affecting markets
Droughts, fires, and other disasters
California/West coast water crisis
Most people affected by these crises, all of which are still having significant impacts today would say, with good reason and rightly, that they’re not hysterical. They’re not. It’s the hysteria of management which is more of an issue than the actual problems. Continue reading →
It constantly fascinates me that people who aren’t in advertising consider themselves experts, particularly online. The average client, soaked in industry spin, is in a pretty hopeless position.
For starters – In online advertising, you’re not working with a “turnstile” audience. This audience goes where it wants to go, watches what it wants to watch, and reads what it wants to read. (Forget FOMO, that’s for people who have no lives. Imagine not missing out on the latest Direct Marketing light opera.) Compulsory, whole page pop-ups simply annoy them. This is about as close as online advertising can get to old-style, compulsory TV commercials, which appears to be the point at which everybody stopped thinking about audience access.