Why Net Neutrality Is a Marketing Issue
The Net may soon have gate keepers, a price tag or a throttle — and that’s something we should all be concerned about. Marketers, in particular, should be paying attention and throwing their support behind Net Neutrality as both a concept and as a set of regulations because without those safeguards the critical connection points to consumers may be threatened.
New online business models and innovations have thrived with the freedom of equal access officially protected first by the FCC in 2010 with the passage of the Open Internet Order. Many challenges and debates later, this order was expanded in 2015 in an effort to assure a level playing field.
The current administration’s FCC Chair, Ajit Pai, hopes to dismantle the regulations that allow smaller players to compete with huge ISPs like Comcast or Verizon that wield lobbying power and have deep, deep pockets and a big stake in the production and delivery of online content. This could happen before the year end and opens the door to scenarios that include the big ISPs blocking select content, slowing or speeding up select content or instituting pay walls for certain content.
It is easy to see how that may discourage access and innovation for new or smaller players or new offerings as the big power players will be free to throw obstacles in the path of contenders.
Especially now as video becomes ubiquitous as a critical marketing tactic and consumers use increasing bandwidth to stream content, this question needs to be asked: Will video advertising (in particular pre-roll) suffer from a tiered distribution model that forces some, but not all, to pay a premium to deliver that content? Will those consumers consigned to the slow lane stick around to see ads? Marketers may be forced to factor in delivery speed, access and other cost and optimization factors such that the ROI equations will differ based on who you are. This removes meritocracy and weights success not by the quality of your message or product/service but on whether you have the power to shift the odds in your favor.
To be fair, the world is not fair now. Large players already have advantages in cash, scale and access, but the removal of Net Neutrality would fundamentally weaken the very strengths that gave us so many innovations from Internet startups in the past two decades. It’s not a political issue, according to a variety of recent polls as citizens in both major parties overwhelmingly support Net Neutrality. It’s a potential abuse of power issue. Simple and scary.
Opponents of an Internet with fair and equal access cite a distaste for regulations and government interference; some even call it a solution in search of a problem. But the potential for abuse is huge and the impact will reverberate in our economy for decades if we allow power to corrupt the models that drive our fastest growing and most globally influential industries here in the US.
The likely result of the dismantling of the protections currently in place will be higher marketing costs, reduced access to consumers, diminished targeting and data capabilities and declining novelty in online ad offerings and services. That’s not the marketing advances we hope and work for. We can expect the void to be filled by other countries not operating under these adverse conditions for another blow to our global and economic position.
What to do, what to do? “The Internet-Wide Day of Action” online protest took place on July 12 this year and was broadly supported by nearly every company in the Internet game including Google, Amazon, Facebook, Twitter, Spotify, Yelp, Dropbox, Netflix, reddit and many others. But you don't have to be a company to fight for equal access. Make your voice heard in online venues, on your website and with your representatives, sign the petition here at battleforthenet.com, or visit savetheinternet.com for more ideas.
How are you going to fight for equal access?
With over 20 years of online experience Robin Neifield serves as the CEO of Netplus, a top interactive agency, and as the trusted digital guide for CMOs. She has been widely published and quoted on digital strategy and has been a frequent speaker and panelist at industry events like Search Engine Strategies, OMMA, Ad:Tech and others where her insights are sought on varied marketing topics such as digital strategy, behavioral targeting, social media marketing, search engine and conversion optimization, localization strategies and proximity marketing, mobile gaming and email marketing. You can find her on LinkedIn, or reach her by email or phone, (610) 304-9990.