Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Rio Longacre

Who's Your Data?

By Rio Longacre

About Rio

Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!

Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.

Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.

 

Keeping Search Profitable

Amanda G. Watlington, Ph.D.
#Mobilegeddon Is 2015’s Y2K for SEOs
May 26, 2015

Missed in all of the hysteria around Mobilegeddon was the arrival of another algorithmic change, one with a very serious...



The Power Punch

Carolyn Goodman
Marketing Awards: What Are They Good For?
May 22, 2015

When I first started in this business, I remember that our new business pitch at Ogilvy & Mather Direct always...



Here's What Counts

Chuck McLeester
Why Won’t Millennials Call Me?
May 21, 2015

Maybe it all started with AOL Instant Messenger when they were teens. They created acronyms like PIR (parent in room),...



Search Made Simple

Phil Frost
How to Double Your Landing Page Conversion Rates With 6 Easy Tune-ups
May 20, 2015

One of the biggest mistakes you can make with your Google AdWords campaign is failing to optimize your landing page....



The Data Athlete

Mike Ferranti
Target Marketing Analytics Isn't Reporting
May 19, 2015

Today, virtually all organizations have challenges in effectively leveraging analytics to drive business performance. Odds are pretty good that when...



Creative Caffeine

Dani Cantor
10 Marketing Clichés I'd Challenge to a Fight if I Met Them in the Street
May 18, 2015

There you are, minding your own business, when it rounds the corner and rams into you full speed: the copywriting...



Making Social Sell

Jeff Molander
Is InMail Worth It? 3 Reasons It May Not Be.
May 15, 2015

Is InMail worth it? LinkedIn wants you to think so. But is it a good investment for you, in your...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail: A New Perspective
May 14, 2015

The key to effective direct mail is perspective. Perspective is a particular attitude toward or way of regarding something; a...



Ruthless B-to-B Marketing

Ruth P.  Stevens
A Case Study in Data-driven B-to-B Customer Acquisition Marketing
May 14, 2015

While preparing case studies for my new book, I had the fun of interviewing a bunch of very smart B-to-B...



Reinventing Direct

Gary Hennerberg
Why Direct Mail Won’t Die
May 13, 2015

You've seen the proclamations over the years that direct mail is near death, along with the counter-arguments that it's nowhere...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Outsource Analytics
May 5, 2015

In this series, I have been emphasizing the importance of statistical modeling in almost every article. While there are plenty...



Psychology-Based Marketing

Jeanette McMurtry
Dysrationalia and Other Consumer Disorders
May 12, 2015

It's true. Most consumers suffer from a bad case of dysrationalia which, according to Keith Stanovich, emeritus professor of applied...



Marketing Sustainably

Chet Dalzell
Benchmarking: There's No Such Thing as an Average 2% Response Rate
May 11, 2015

It seems easy enough to answer the question: How to know if a marketing campaign measures up? But managing client...



IMM-Possible ROI

Stephanie Miller
Your Secret Weapon for Amplification: Employees!
May 7, 2015

There are sales enablement programs, partner and channel enablement programs and even influencer enablement programs. Why are there then, so...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
Mar 9, 2015

As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Creepy Marketing and Social Media: How to Scare Away Your Customers for Good

10
 
Halloween is around the corner, so for this week's post I wanted to turn to a topic that is most definitely apropos: creepy marketing. No, we're not talking about marketing for Halloween.

What's creepy marketing, you might ask? Creepy marketing is what happens when personalization goes horribly wrong—when good intentions morph into, well, disturbing communication that has the opposite of its intended effect and, instead of helping a brand push a product or service, sends recipients running for the hills. With the rise of social media and its nearly universal adoption by marketers, it's high time that marketers learn what not to do when they engage with their customers and prospects.

Fact is, marketers use personalization because it works extremely well. How well? Generally, the more you personalize a message the better it will perform. In a landmark study by Banta Corp. on multichannel marketing, it was reported that incorporating three or four personalized elements in an email boosted its clickthrough rate by 63 percent, and seven or more elements lifted it by an amazing 318 percent!

Wow! With stats like these, you can see why marketers of all stripes have been jumping on the personalization bandwagon like it's going out of style. During the past few years, we've witnessed an explosion of personalized content across the marketing spectrum—direct mail, email, SMS, landing pages … all spiced up by including personalized content or messaging. Out of all of this personalized communication, some has been good, some has been great … and some has been downright creepy.

Last year, I put out a post titled "Creepy Marketing—When Database Marketing Goes Awry," in which I defined creepy marketing as "if it looks creepy and feels creepy, then it probably is creepy and you shouldn't do it." I then go on to point out that an actual example of creepy marketing includes writing out a customer's name along with other personally identifiable information anywhere visible to the general public. I also include displaying a customer's age, marital status or medical condition in marketing messaging.

Turning to social media, avoiding creepy marketing takes on a new urgency in the medium where stakes have been raised considerably. The reason why is two-fold: First, because social media involve networks of individuals with public exposure, it's way easier to creep people out. Second, if you do offend someone on social media, then good luck handling the ensuing social media disaster. Offended parties now have the ability to let everyone on their social networks know right away just how unhappy they are—and they usually don't hesitate to do so.

So how do you avoid creeping people out in social media? On a strategic level, a thoughtful post by Laura Horton that appeared on VentureBeat.com offers five pointers:

1.     Be helpful but not pushy;

2.     Be a thought leader, if you can;

3.     Be careful what you say, even if you know a lot;

4.     Reach out if you see active interest in your brand; and

5.     Stay on top of social marketing best practices and trends.

I think this list is a good place to start. More tactically speaking, in her blog Kristen Lamb gives us five examples of social media marketing tactics that not only creep individuals out, but probably don't work very well, either. Her list includes automatically adding people to your firm's Facebook fan list, and sending out annoying automated promotional messages on Twitter to random people who might have tweeted about topics you think are relevant to whatever product you're trying to push. Yuck.

Again, I think this list is a good starting point. Though of course, the possibilities for abuse by marketers are probably endless. Have you ever been creeped out by a company on social media? If so, I'd love to hear about it. Please let me know in your comments.

Happy Halloween and happy marketing!

—Rio

Companies Mentioned:

10

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: