Over the past couple of years I’ve been banging on about my manifesto for sustainable communications. Simply put – if we don’t respect our consumers and their relationships with the media they choose to consume, we will lose our right/ability to use those media to speak with them.
Then at the weekend I saw this rant from John Oliver’s Last Week Tonight show.
I thought that he was spot on at every level. The dissolving of the separation between “church and state” hasn’t meant that we have developed more effective marketing and communication efforts, but it has narrowed the gap between editorial and marketing communications by reducing the perceived value of the editorial content.
By damaging this relationship of trust between consumers and their preferred media brands, we are in turn undermining any value that those media brands have for marketeers to persuade consumers to buy their products.
What is both funny and upsetting is that the vendors of native advertising don’t seem unduly bothered by Mr Oliver’s opinions.
In this piece in Bloomberg Business Week, the general response was something along the lines of “All publicity is good publicity, and frankly he’s not going to stop this juggernaut” or in their exact words ” It’s pretty cool that things are going mainstream, and [I liked the] unspoken acceptance of the inevitability of native advertising as a viable long-term form of monetization.”