Why marketing sucks.
So I was at this thing today on the “mobile web” and, mostly, how to market to whom and blah blah blah. I often like going to more corporate-ish things because they tend to be light years ahead of Universities about conceptualizing and implementing ways of using technology. I’m pretty good at parsing the data and coming up with ideas based on the concepts, but less evil and more relevant to the work we do at the University.
Sometimes, however, I want to strangle presenters.
Look, I know advertising as a field is demonic. I do. This is a field in which you spend all your time thinking about how to sell people things that they:
- don’t need
- don’t want
“Oh, but Sara!” you might say if you’re in advertising and pretending what you do isn’t mostly evil, “we’re just giving people options/trying to tell them how to make their lives easier/no one is forcing anyone to buy anything.” Pshaw.
Here’s what set me off.
First, the keynote spoke–I have no inherent problem with what he was saying. He was really telling it like it is. People want to make money on mobile tech. Ad people are trying to figure out how to do that. It’s not really my scene and creeps me out a bit, but whatever.
But then this…this…ignorant, trifling woman gets up as part of a duo and repeatedly says horrific, offensive things that wound up causing me to blow the joint after she finished. (I couldn’t believe how much more I would want to strangle her by the end of the presentation).
It started with slides. Her point was to prove the pervasiveness of mobile. Fine. She called it (I paraphrase) the first truly democratized medium. I stifled a laugh. I mean, I think cell phones have done a lot of great things, but anything you have to pay a chunk of money for every month isn’t really “democratized,” and it’s not like the library has a bunch of cell phones lined up for free usage. Plus…we’re at an event that is centered around targeting and tailoring content to individuals and trying to find out as much as we can about people so that we can inundate them with messages to get them to buy things. C’mon.
As proof of her concept (yay mobile happy fun democratized equality!), she showed slides of people of varying races/nationalities using cell phones. Whoopee. It’s common knowledge to me, and probably to many of you, that cell phones really have revolutionized communication in a lot of areas that don’t have landline infrastructures. Poorer areas/countries and developing areas/countries have used mobile phones for some time now because throwing up cell towers is way cheaper than landline wiring a whole country.
Saying that isn’t offensive, because it’s true. Saying “and mobile phones have allowed people in places like Africa who didn’t have jobs to start businesses” (picture of a cell phone kiosk) is. Which was all kinds of ridiculous, but got worse. There was a photograph of a girl outside a small, circular house with a thatched roof in a pretty treeless, desert-looking area and she was holding up her phone. This girl lived in the country of Africa. You know, that country…the really big one…anyway, but the comment about that picture was something like “You see the funny house and clothes, but she looks just like a normal 13 year old with her phone.”
Because, you know, she was a normal kid with a phone.
Of course, the woman at the front probably doesn’t spend much time thinking of people in ways other than what demographics they happen to fall into and how she can sell things to them, but her assuredness and confidence in what she was saying made me ill. The utter elitism and exoticism and ugh. I was so angry that, when her next part of the presentation started, I just about lost it.
She started talking about the sectioned off demographics of cell phone usage. The first were “mobile moms.” Because, and I paraphrase, moms are really busy! they have to manage the family and their friends and they used to manage from the kitchen and hear about everyone’s goings on at the bfast/dinner table, but now everyone is busier and cell phones help mom feel like she’s there because she’s the ultimate multitasker blah blah blah blah. No mention of career. Lots of qualifications about “of course, not all moms are like this, but…”
And this (way way late, Sara) gets to what drove me away. Or, rather, what drove me to my bike and made me decide that reading through documents for tomorrow’s meeting was more important/interesting than being there.
Today’s multitasking mom? Is a creation of the ad industry. We can make choices. We can change how we live–buying less means you don’t have to make as much means you don’t have to work as much. Your kids don’t need $800 strollers or ten activities a week. They don’t need all their time scheduled. You don’t need to do it. You don’t need to look 30 when you’re 55. You just don’t.
And I had a revelation. It takes me a really long time to make decisions on purchases. But not on life. For instance, I decided it was what I wanted to do to move in with Megan, so I did it. I decided I should apply to grad school, so I did it. All of these major life decisions were quick and easy.
But trying to figure out what new cell phone I should buy? I’ve labored over the decision for eight months. It took me 2 years to figure out what kind of car I wanted to replace my crappy car with. And the reason is that I hate being marketed to. I’m filled with WANT from advertising, but there is a larger part of me that says waiiiit a minute, Sara. What do you need, what do you want, and where is the happy medium? Or, is there a happy medium? I’m not immune to impulse purchases, but I really try to fight the excess consumerism. As much as I can in this society.
Anyway, in honor of all that is evil and here to make women feel like crap, here are some great episodes of Sarah Haskins’ “Target Women” segments of Current TV.
“Feeding your fucking family”
Botox
by Sara @ 3:19 pm
