Trump Win Means This for Marketers
Yesterday, the U.S. voted for its president-elect. Voter turnout left little doubt that Americans were concerned about who would hold office during the next four years. Once Donald Trump is inaugurated on Jan. 20, 2017, marketers will be affected. But how?
Here’s the take from Target Marketing and Jeremy Barr from Ad Age.
While marketers may think the businessman is a fan of free enterprise and, therefore, more likely to give advertisers leeway, Barr’s take is different.
The Ad Age article notes that Trump doesn’t use a computer, so he doubts the effectiveness of digital ads — because he doesn’t see them.
Another big concern Target Marketing sees with the Trump presidency may be native advertising. Trump rails against members of the press and, if that criticism that’s evolved into libel suits moves toward larger regulation of publishers, content marketing could be affected.
Moving back to native advertising, Barr notes that the Interactive Advertising Bureau already expressed concern about what the FTC expects from marketers.
“The IAB singled out for criticism a section in one of two new FTC documents,” Barr writes in December 2015, “a section that calls for advertisers to use ‘plain language’ in labeling an ad as such. Many publishers mark native ads with terms such as ‘partner content’ and ‘promoted post.’ The IAB said the section, titled ‘Clarity of meaning,’ is ‘overly prescriptive.’ ”
So advertisers care who chairs the FCC and the FTC, and the new president will pick those leaders. In the waning days of the Obama presidency, the FCC decided Internet providers would need to get consumers to opt in to provide data — before the IPs could provide that data to marketers. The ruling still allowed IPs to collect anonymous data. In effect, that would make other marketing vendors — such as Google and Twitter — the main data collectors for marketers to employ.
If Trump doesn’t implement that rule, data-driven marketing advocates at the DMA may rejoice.
Target Marketing believes despite Ad Age’s rundown of Trump not being a fan of free speech as it relates to journalism, his main criticism of digital advertising was that he was unsure of its effectiveness. Data would supply those metrics, whether or not he looks at a computer, so Target Marketing believes Trump is more likely to ensure this decision doesn’t get implemented — if the president-elect reviews the issue.
Here’s what DMA told Target Marketing in October about the FCC decision on IPs and data collection:
“The FCC’s decision is bad for consumers and bad for the U.S. economy,” stated Emmett O’Keefe, DMA’s SVP of advocacy. “There are no winners in this action; only losers. In short, the FCC got this wrong.
“The success of the digital economy in the United States is not an accident,” he continued. “It is the product of a proven framework for the collection and use of data online. The beauty of the current system is that it puts consumers in control of how data about them is used across the entire Internet. Consumers understand how the system works and have come to want and expect advertising messages to be useful and relevant to them. Unfortunately, the FCC‘s action ignores what’s working and working well, and supplants it with a burdensome system that will stifle innovation and make it harder to deliver advertising messages that are relevant and useful to consumers.”
What do you think, marketers?
Please respond in the comments section below.
Also, revisiting the voter turnout, my line pales compared to this:
— Beth Ponsot (@bponsot) November 8, 2016
Related story: FCC Killing IP Data Supply to Marketers