Staving Off the Drama of Net Neutrality

Network neutrality may bring the fast lane to some but it can also lead to a slow and painful existence to advertisers who provide content.

The Federal Communications Commission has approved a first-step towards net neutrality, which would offer a two-tiered ‘fast lane, slow lane’ approach to streaming video online.

Currently, the giant providers such as Netflix, Google, and Comcast are on a level playing field with the rest of us. The Internet is free and available to virtually anyone to stream large amounts of video, ads, and content.

The FCC wants the behemoths to pay for access to the ‘fast lane’ technology which allows content to be available at warp speed without interruption and snags.

If the slow lane is reserved for the rest of us, advertisers, and brands could experience significant changes in how we reach consumers on the web.

Online advertisers and small agencies could be hurt by barely moving in second gear while the big boys are running circles around us on the NASCAR track.

A recent post on DexMedia.com explains it this way:

“This might mean, for instance, that it might take a lot longer to load a video ad than the page content around it, depending on who is paying for the better service. In addition, a tiered system could effectively redistribute audiences, making it more difficult to target them whether via online or digital TV platforms.”

For now, we still have a level playing field and net neutrality remains in place, as it should.

If the FCC is looking to discriminate, I would respectfully suggest Commissioners re-read the U.S Constitution. If the FCC wants to create needless drama, Commissioners should tune into an afternoon soap opera or reality show.

A final thought: I don’t want to be in the slowpoke lane. Do you?

 

(Image via)

4 Topics Every Marketing Pro Must Embrace

Trends twists turns editedThe advertising and marketing arenas are bursting at the seams, and for good reason. The transformation of consumer behaviors based on technology are exciting…and yes, sometimes chaotic.

Are you keeping up with the trends, twists, and turns?  Here are some recent news stories that amplify the shifts in consumer marketing.

Advertising

Long-Form Digital Ad Views Skyrocket

Tumblr: Yahoo Overhauls Advertising Model to Leverage ‘Data Insights’

Dermablend Moves Beyond Shock and Awe of Zombie Boy for an Emotional Connection

Online Auction Site Ganklt.com Expands National TV Media Buys

Facebook to Marketers: Expect a Drop in News Feed Distribution

Brand Voice and Engagement

Big Opportunity for Social Media Campaigns with Emotional Appeal

Can a Payment Tech Company, Visa Canada, Create a Buzz and Shift Consumer Spending Habits?

Is Nike Paying Too Much for Superstars and Endorsements?

Future of Brand Marketing/Tech/Mobile

Mobile Startup Jana Launches New Tool to Reach Next Billion Consumers Via Mobile

Apps: The Future of Marketing

Mobile and the In-Store Customer Experience: How ‘Showrooming’ is Helping…or Hurting

Social Media Marketing Tips for Highly Regulated Industries

Visual Hashtags and Big Brands

Metrics

In Defense of Advertising’s Gross Rating Point

Trends to Act Upon: Avoid the Vortex of Valueless Marketing Metrics

Finally, Chobani Yogurt’s Chief Marketing and Brand Officer Peter McGuinness says that part of marketing is innovation. “You have to keep pressure in the marketplace to keep things exciting.”

Don’t Get Walloped by Big Agency Fees

Large brand agencies often have excessive overhead costs that ultimately get passed on to the client. At least that was my experience working at large companies such as Verizon, CareerBuilder, Jobbfox and Siemens.


That means, for every $1 million spent on advertising, $100,000 or more is lost to what we, at BrandCottage, call Monster Agency Administration Fees. It’s for this reason that I am excited to join the BrandCottage team as an expert in social media and public relations.


BrandCottage is structured with minimal administrative costs. So, instead of paying for advertising overhead, BrandCottage clients can put these dollars immediately to work. This means greater marketing return on investment for vital brand and demand generation initiatives.

The reality is [small media agencies] can do things for their clients the big monster shops can’t. With fewer people and less overhead, they offer the nimble and fast approach to problems a lot of nascent brands need.

Advertising Age (March 23, 2009)



In short, our clients pay for smart results — not overhead.


BrandCottage clients not only report administrative cost savings, they also rave about BrandCottage’s senior-level entrepreneurial team of brand and communication experts. BrandCottage never sticks a company with junior-level account managers.


Why? Because we don’t hire junior account managers!


Each member of the BrandCottage team, with locations in New York, Atlanta and Washington, D.C., has more than 15 years of experience across the media landscape, including print, radio, television, digital, direct marketing, guerilla marketing, social media and public relations.


Barry Lawrence is a BrandCottage partner in charge of public relations and social media relations.

Featured image courtesy of 401(K) 2012 via Creative Commons.