You Bet Your Brand on It

Not all events, social movements and images will fit your brand. It’s important to consider each item on its own merits and figure out whether or not it fits within your brand image. Every good marketing plan will be comprised of ways to promote your organizations brand. It could be through public relations, speaking engagements, publishing a blog or book, social media or other forms of

advertising.

However, it is important to know the right forums and topics to present as well as the best platforms to present them. 

For example, tomorrow is International Women’s Day. If you are a medical practice looking for ideas for content on social media, is International Women’s Day a good fit? If it is, how can you position it for your audience? These are the types of questions effective marketers must ask. Perhaps, with permission, spotlighting female patients who have made strides in the professional world or those in the community who have been an advocate for women’s healthcare and rights would be a good approach. In many circumstances, staying away from topics and movements that are highly political is a smart move for organizations.

You don’t have to look much further than Nordstrom’s decision to seemingly go political when it dropped Ivanka Trump’s clothing line. According to CNBC’s Berkely Lovelace “shares of Nordstrom  fell from session highs.” His article went on to say “Nordstrom’s stock is seriously hurting this year overall, too. With Wednesday’s drop, Nordstrom’s shares are down more than 10 percent year to date.” Whether or not the decision was politically motivated remains to be seen, however, the timing was certainly questionable and had pushed the brand into the middle of the political arena. In conclusion, it’s important to consider how the actions you take can affect your brand. Be sure you have thought through all possibilities as best possible before proceeding. 

Digital Overload

It’s no surprise that more and more research is warning parents of the negative effects of prolonged digital device usage. We’ve seen the effects from the last thirty years manifest itself in current generations. An increase in obesity, ADHD and other behavioral disorders have all been linked to too much time spent on digital devices such as television, smart phones and other devices. As communications professionals, it is important for us to understand these effects and consider them in our communications and advertising strategies for our organizations.

Research on conventional media, such as television, has recognized health concerns and negative consequences that relate to the length of time and content of viewing material. Over the last ten years, the consumption of digital media, including interactive and social media, has flourished, and research evidence proposes that these offer equally advantages and disadvantages to the wellbeing of children and teenagers. Some of the evidence-based benefits seen in the usage of digital and social media include early education, introduction to novel ideas and information, and increased social interaction. According to a 2016 article published by the American Academy of Pediatrics, 

“Risks of such media include negative health effects on sleep, attention, and learning; a higher incidence of obesity and depression; exposure to inaccurate, inappropriate, or unsafe content and contacts; and compromised privacy and confidentiality.” 

Over the last thirty years our exposure to media has drastically changed. For instance, in 1970, children began to watch television regularly around the age of four, however today, children begin interacting with digital media as early as four months of age.  In one study by Loprinzi and Davis, they studied almost 13,000 children and their viewing habits when it came to television between 2001 and 2012 using data from the National Health and Nutrition Examination Survey (NHANES). The study showed significant decreases in average television viewing over time. However, despite these kinds of studies showing the time spent in front of the television has decreased, the majority of parents still report that their children watched television for two or more hours per day (Loprinzi, 2016). What is more concerning is while the amount of traditional television viewing has increased, it is simply being replaced by other digital devices and modes of entertainment such as apps and video games. Video games are very common among families; it is estimated that 4 out of 5 households own a device used to play video games, and approximately half of US homes own a dedicated game console. (Association, 2015).

According to Dr. Jim Taylor, an expert in child psychology, there is now an increasing amount of research that technology can be both beneficial and detrimental to different ways in which children think. He goes on to say 

“this influence isn’t just affecting children on the surface of their thinking. Rather, because their brains are still developing and malleable, frequent exposure by so-called digital natives to technology is actually wiring the brain in ways very different than in previous generations. What is clear is that, as with advances throughout history, the technology that is available determines how our brain develops. For example, as the technology writer Nicholas Carr has observed, the emergence of reading encouraged our brains to be focused and imaginative. In contrast, the rise of the Internet is strengthening our ability to scan information rapidly and efficiently” (Jim Taylor, 2012).

 Cris Rowan, a pediatric occupational therapists and writer also explains that children’s 

 “developing sensory, motor, and attachment systems have biologically not evolved to accommodate this sedentary, yet frenzied and chaotic nature of today’s technology. The impact of rapidly advancing technology on the developing child has seen an increase of physical, psychological and behavior disorders that the health and education systems are just beginning to detect, much less understand. Child obesity and diabetes are now national epidemics in both Canada and the U.S., causally related to technology overuse. Diagnoses of ADHD, autism, coordination disorder, developmental delays, unintelligible speech, learning difficulties, sensory processing disorder, anxiety, depression, and sleep disorders are associated with technology overuse, and are increasing at an alarming rate” (Rowan, 2013). 

Experts from various fields obviously agree that while there are some benefits from technology usage by children, there is far more research that needs to be done in order to see if the good outweighs the bad.

As strategic communications professionals, we have a responsibility to future generations on how we use this new digital age and what the effects will be on our audience.  Contemporary media has afforded expanding opportunities for marketing professionals and advertisers to target their audience in ways we have not seen before. They are able to change their messages to reach millions of people, which include children and teenagers. For example, even though restrictions exist to regulate exposure to advertisements for alcohol and tobacco products in traditional media, top alcohol and tobacco brands have a strong presence on social media which opens up the field of products and images that children and teenagers are exposed to. Searching for these products often makes them appear in the ads on social media pages. Advertisers, as well as social media sites, must practice responsible advertising practices and limit their ads to age appropriate audiences. A great example of this is a case study of a college campus anti-binge drinking campaign called “The Other Hangover”. 

The visuals from this campaign were geared towards college students. However, when you think about a college campus there are places where students 18 and older would only go like the library or cafeteria. However, there are places like the football stadium where both college students and families may be present. In order to practice social responsibility, the organizers of this campaign should refrain from posting some of the images in places where children and adolescents may be. Responsible organizations need to consider who will be exposed to their messages and if children and adolescents are a part of the equation, then how can they tailor their message conscientiously. From the images we choose to the platforms on which we advertise, we can affect future generations for the good or the bad.