As YouTube loses millions in a backlash against their advertising procedures, Field Marketing Agency Credico UK has looked into how a more back to basics marketing approach could offer brands a safer advertising alternative.
Google, the multinational technology company behind YouTube, has been facing a severe backlash from brands over the last few weeks after an investigation into their advertising procedures uncovered that YouTube was posting some leading brands’ advertisements next to extremist or violent content.
The Times found that some of the world’s best-loved brands such as L’Oréal, The Guardian, and ITV had their adverts posted alongside extremist content, with the latter sharing its screen time with a video posted by David Duke, the former leader of the KKK.
Google has apologised profusely to the brands affected and agreed to not only give brands more control over where their advertising campaigns appear but to also crack down on the volume of extremist content that is posted through the platform.
However, despite these promises, in the wake of The Times investigation, over 15 of the world’s leading brands have pulled out of advertising deals with the YouTube, fearing that their campaigns could to end up being published alongside controversial, violent or extremist content.
Credico UK understands the reasons why brands are currently suspending their activity on YouTube, as a negative association can quickly destroy a brand’s reputation. The agency also recognises that brands may be feeling betrayed by the platform, with whom they trusted a significant portion of their marketing responsibilities to, only to find that the platform was failing to offer a safe or appropriate service.
Credico UK is recommending that these brands now invest in a more direct and controllable form of marketing to rebuild customer relationships and brand character. Not only is in-person marketing, be it through pop-up events or door to door safer, it is also a highly impactful method which allows brands to get the most from their marketing budgets. Direct and event marketing gives brands the option to take full control over where their content is seen, and who is seeing it, ensuring they are reaching their desired target audience and generating a significant return on their investment.
Credico UK is the largest face to face sales and marketing company in the UK. Credico UK is committed to helping businesses solidify and accelerate their success, and only charge for the results achieved, making their services the ideal option for brand’s that have suffered marketing setbacks in the past.