Breaking Down the Impact of Legislation Aimed at Digital Advertising
Valerie Martinelli, CEO and owner of Consulting Valerie Martinelli, shares her experiences regarding the impact of digital advertising to small businesses like hers. Martinelli offers insight into how digital advertising helped grow her career coaching business. She also highlights the critical role advertising platforms like Facebook, Google, and Twitter play in connecting small businesses with potential customers. Martinelli expresses her concerns about the proposed legislation sponsored by Senator Richard Blumenthal, which seeks to split up the digital advertising divisions of large tech companies like Google and Facebook as part of the call to promote competition.
The Importance of Digital Advertising to Small Businesses
In the article, Martinelli notes that word of mouth is the typical way for businesses like hers to build a client base, especially in the coaching industry. However, she realized that digital advertising could be crucial in attracting customers who seek career coaching services long before discussing them with others. Martinelli explains that digital advertising helps small businesses like hers to reach people online, where they look for help advancing their career paths.
She candidly shares that without affordable digital advertising, her business would have been in serious trouble. Martinelli notes that digital ads typically work because they effectively and affordably reach people interested in the services her business offers the very moment they are searching for it. She went on to explain how digital ads play a pivotal role in her company’s growth strategy, reaching a broad clientele based not only in her local area but also in other regions of the United States.
The Impact of Proposed Legislation
Martinelli expresses her worry that Senator Richard Blumenthal’s proposed legislation could spell an end to affordable and effective digital ads. The legislation seeks to split up the digital advertising divisions of big tech companies, forcing them to sell-off their digital advertising holdings and allowing smaller platforms to grow. Martinelli notes that breaking up large ad companies limits the options small businesses like hers have when selecting advertising platforms. Instead of working with a few platforms that work well, the proposed legislation would force small businesses to work with several platforms and technologies—increasing the time spent managing ads and reducing the time they can spend working with paying clients.
Martinelli also pointed out that Senator Blumenthal’s proposed legislation does not necessarily help small businesses. Instead, it could lead to a reduction in the choices small businesses have in terms of advertising platforms and increase their ad spend. She also noted that small businesses can use other advertising platforms like LinkedIn, TikTok, and Twitter instead of just Google and Facebook, as many lawmakers have wrongly assumed.
An Engaging Additional Piece
Digital advertising has emerged as a game-changer for many small businesses, allowing them to reach a broader audience and connect with potential customers at the moment they need their services. However, with the proposed legislation, social media platforms could be significantly impacted, and that could present a new era for small businesses grappling with heightened competition and limited advertising budgets.
One potential consequence of the proposed legislation is that big tech companies could decide to cut back on digital advertising. Companies that used to rely heavily on these platforms might end up funneling their money toward other options that can now provide a more cost-effective return on investment. Small businesses without the resources to keep up with these changes may struggle to compete.
Furthermore, the proposed legislation could drive up ad costs, particularly for small businesses that do not have the resources to shift advertising budgets toward other advertising platforms. If ad budgets become more competitive, smaller businesses may be priced out of advertising, putting them at a disadvantage compared to larger corporations.
Governments around the world are looking for ways to regulate big tech and promote competition. However, many of the proposed regulations and policies raise more questions than provide answers when it comes to the impact on small businesses. If the proposed legislation is enacted, small businesses may need to reassess their digital advertising strategies, turning to new platforms and tools that can help them succeed despite the significant changes.
Summary
Valerie Martinelli, CEO and owner of a small career coaching business, highlights the importance of digital advertising in growing her client base. She explains how digital ads help connect small businesses with potential customers and the critical role platforms like Facebook, Google, and Twitter play in making this possible. However, Martinelli raises concerns about Senator Richard Blumenthal’s proposed legislation, which seeks to split up the digital advertising divisions of big techs like Google and Facebook. She is worried that the proposed legislation will hurt small businesses like hers, reducing the number of platforms they can select from while increasing ad spend.
The proposed legislation highlights the need for small businesses to remain agile in their advertising strategies, seeking out new ad platforms and tools that can help them stay competitive. While the legislation aims to promote competition, it may have unintended consequences that hurt small businesses. Ultimately, the impact of the legislation remains uncertain, and small businesses must keep a watchful eye on the situation as it unfolds.
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I am so lucky. I own a small career coaching business helping clients build skills and confidence, so they can progress in their careers and feel more fulfilled. I love helping people, and it almost never feels like a job.
An unusual part of this business is connecting with potential customers. Word of mouth is the typical way to build a client base, but many people want to learn about coaching long before discussing it with other people. So we got creative and invested in digital advertising, which helps us reach people where they are: online, looking for help advancing their careers.
Affordable digital ads have been a huge driver of growth for our business. Without them, we would be in serious trouble. That is why I am deeply upset that Senator Richard Blumenthal (D-CT) and his colleagues from Washington, DC are considering legislation that would destroy the digital advertising systems that help us succeed.
Before starting the business, I was like your typical customer. I hated my job, which didn’t pay well and was sapping my enthusiasm. The good news was that he had a passion: helping people with their careers. In my spare time I’ve helped people improve their resumes, negotiate salaries, and choose careers. In 2016, I took the plunge and turned my professional services side job into a full-time consulting business.
I quickly discovered that the professional coaching industry is intensely competitive. To find new clients, I ran digital ad campaigns on Facebook, Instagram, Google, and Twitter, experimenting to see which platform and which ads helped us stand out and connect with people looking to enhance their career path. Digital ads work because they effectively and affordably reach people interested in the services we offer at the moment they are thinking about it. We also post on social media and ask our customers to post reviews and help spread the word. The results have been incredible and today we are a thriving small business.
So why is Senator Richard Blumenthal waging a war against digital advertising that helps small businesses like mine find customers? He is co-sponsoring the misnamed LAW AMERICA, which targets online tech companies for being too big. The bill would force Google, Facebook, and eventually other big platforms to sell off their digital advertising divisions, all in the name of growing digital advertising competition.
When I hear about breaking up large ad companies, I hear from politicians who want to force me to work with several different ad platforms and technologies instead of a handful that work really well. That would force me to spend more time managing my advertising and less time working with paying clients. Time is money, and Congress needs to understand that.
Here is my question. Does Senator Blumenthal think this bill will help small businesses? It won’t help us. We love today’s digital advertising market because it works and fits our budget. I also don’t understand why some legislators think small businesses are being forced to use Google and Facebook. That’s ridiculous. We have many digital options, including Twitter, LinkedIn, and TikTok. Hitting the companies that help us find customers affordably might satisfy an academic looking for theoretical competition, but it won’t lower our prices, broaden our reach, simplify small business advertising, or make us more competitive.
We certainly can’t afford TV ads, and billboards aren’t enough.
I agree with Senator Blumenthal that big corporations have to play by the rules and I’m sure he means well. But if legislation or litigation breaks the digital advertising and marketing systems that work so well, giant corporations with billion-dollar advertising budgets will be fine, but small businesses like mine will pay a heavy price that we cannot. pay.
Valerie Martinelli is the CEO and owner of Consulting Valerie Martinelli in Waterbury.
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