BtoB Online reports that 60.1% of B to B marketers will increase their marketing budgets next year. While that’s more than half, but still shows caution. It’s probable that many are unsure about the direction of the economy.
The good news is that 79.1 percent will be increasing their online budgets for 2008. Of all the methods of marketing, that stand as the highest. What we’re going to be witnessing is companies taking money out of traditional and going online. And we may see a lot of this happening.
I’m wondering though…will we see much devoted to social media. Educational/promo pieces on YouTube, increased blogger engagement, the use of podcasts for current customers. I’m sure this is being done, but more likely in the tech sector. I’m just wondering what other industry cultures will move in that direction.
There’s a group out there that is ready to forgive Facebook. Online media buyers. This make sense. Mostly.
Mediaweek is reporting that a flurry of media buyers are satisfied with Facebook’s apology and response. That doesn’t surprise me. Media buyers aren’t, by their job requirements, the most concerned about personal privacy. They help companies sell stuff by buying advertising. They make money by buying advertising. I know. I’ve bought media.
Facebook still could very well be a viable place to advertise. The platform could bring excellent targeting capabilities.
Some things that bother me though. Namely a quote.
From Reuben Steiger, CEO of Millions of Us
“Facebook has to be applauded for pushing the envelope and then course-correcting,”
No, Reuben, Beacon didn’t push the envelope, it used technology to interfere with the traditional buy/retailer relationship, causing many to feel that their privacy was compromised. And, as an advertising vehicle, it did nothing for the recipient of the ‘story’ unless the thing that was purchased was something that the end reader had expressed an interest it.
Gee, there’s a missed point…Beacon wasn’t optimized for the receiver of the ad. And media buying is about targeting the right audience.
I just had a quick exchange of twits with Chris Parandian of Mobile Diner regarding the views that baby boomers have regarding their own privacy. I came away disagreeing in part. Chris thinks its a paradigm shift – and I don’t necessarily disagree with that concept, but I think something is missing in the theory that the younger set is (or at least will be) more concerned about privacy as the get older.
To be sure, the older one is, the less likely one is going to be appreciative of third party involvement in one’s privacy. And yes, baby boomers are less likely to conduct “share info and conduct biz online” than GenX. Some of that is by habit, some of that is by fear. And that GenXers are more used bo being online and sharing info etc. And they are more likely to understand that their data is being sold here and there.
But I’m talking privacy overall. I’m talking about how people age and mature, a certain set of values set in. These values affect their outlook on life, on relationships, on how they want themselves to be presented.
College kids and young adults are more open. Their social lives are often the most important part of their lives. They seek gratification/acceptance through their vast social networks of friends. For instance, one way to say how you met someone on Facebook is “We hooked up”.
But as people age, they do things like marry. They buy homes. They have kids. They are less outward focused on their greater social lives and more focused on their family lives. And they start to see themselves as ‘protectors’ in a way of their family life.
And family life can be difficult. Marital issues. Careers affecting marriages. Issues with the kids. You’ve got a mortgage to pay and are leaving around a financial trail. You naturally become more private…because it’s nobody’s business how much you make or that one spouse is sometimes bored with life. It affects one’s way of thinking.
So, yeah, today’s 23 year old may live a more open life than a 53 year old. But I’m betting those life changes that are ahead for the 23 year old will stunt that paradigm change more many expect.
Is it that “service” that “allows” us to “let our friends know what we’re up to” outside of Facebook? You know, the one we involuntarily became part of by simply having a profile with friends on Facebook?
Or is it the other deeper – but less tangible – thing. The whole “following” thing. The following of me (and something like 50 million others along with supposedly with just about everyone else on the ‘net) when I happen upon a site that has partnered with Facebook. Where they, the partner sites, that send data to Facebook?
Anyway, I (think) I’ve opted out of the former. But they sure as hell make it unclear.
I clicked on “Privacy” – made sense – and came upon a series of choices. In the first section, I had to decide between “Newsfeed and Minifeed” (because that’s where the stories show up), “Applications” (because I guess that Beacon is an application – isn’t it?), and the last listing which was “External Websites”.
No large notice pointing people in the direction of their quest. No clear cut pathway to opting out. Why not add the word “Beacon “?
Speaking of words, I love the way they present them. Tiny print. There’s a white background, “External Websites” is in blue. And the color of the words used to describe the actions one will can take by clicking on: “You can edit your privacy settings for external websites sending stories to your profile” is a very light gray…on that white background. Specifically designed to blend in with the background, once again making it all that more difficult to get out of the damn thing.
By clicking on “Exteral Websites” you come to another page where they try to re-sell you on the concept of what they’re doing: “Show your friends what you like and what you’re up to outside of Facebook. When you take actions on the sites listed below, you can choose to have those actions sent to your profile.”
The site’s a mess with all sorts of fonts and colors but down below, once again, in light gray, you’ve got “Don’t allow any websites to send stories to my profile.” Barely able to see it as the tiny font blends into the background and is indented unnecessarily.Facebook is going out of their way to make it as difficult as possible. There is no concern for the person simply trying to opt out. Those who hadn’t been following this issue but find out about in the future are simply not going to be able to opt out. They won’t be able to find it.