Creepy Marketing—When Database Marketing Goes Awry
With Halloween over and the holidays here, I thought that Creepy Marketing made a timely subject for today's blog. Now I'm not referring to marketing for ghouls, witches or mummies. I'm talking about adding a creepy factor to your marketing program—a major pitfall of 1:1 marketing.
Creeping people out is, after all, contrary to what we're trying to achieve as marketers, which is namely to use promotion to advance the brand's sales and branding objectives. That is, of course, unless it's your goal to damage your brand and drive away customers. Assuming that's not the case, let's assume that creepy is bad. Very bad. In the age of social media, one creeped out customer can very easily spread the word to hundreds of thousands of customers and prospects. In other words, better safe than sorry.
But before we go any further, however, let's attempt to define creepy. This is important because many marketers I speak with cite there often is a razor thin line between casual and its inappropriate Cousin Creepy, between making a sale and detonating a potential long-term relationship. Fair enough. Creepiness is also a bit slippery because, like fashion tastes, standards for creepiness definitely do tend to change with time. To quote Sean parker, former CEO of Facebook, "Today's creepy is tomorrow's necessity."
When it comes to detecting creepiness, I'm a firm believer of what I'll call the ad oculos school of thought. For those of you who do not understand Latin, ad oculos means "to the eyes," and roughly translates into "obvious to anyone that sees it." In other words, if it looks creepy and feels creepy, then it probably is creepy and you shouldn't do it.
You shouldn't, for example, write out your customer's names on a postcard or landing page—or anywhere that might be, or seem, visible to the general public. Nor for that matter should you display your customer's age, marital status, or medical condition on any piece of marketing collateral. This doesn't mean that you shouldn't send offers for dating services to a customer you know is single, or information on chiropractors to someone who has acknowledged a back problem. What this means is you need to be careful with the language you use in these offers, taking care not to publicize information your customers want to remain in the private sphere.
It's also important to keep in mind that 1:1 marketing works because it focuses like a laser on your customer's interests and presents them with compelling and compatible product information and offers. Personalized communication is not an exercise in regurgitating your customer's personal data in an effort to prove to them how much you know.
Remember, successful database marketers use profile data to run highly compelling and relevant campaigns to their customers. What makes the campaign successful is the fact that the offer and marketing message contain relevant information that the recipient will have a strong affinity for—not simply because it is personalized. Personalization for the sake a personalization is nothing but a gimmick—it might work once but that's it. Successful and sustainable personalized marketing programs ultimately find a formula for identifying customer interests based on key data points and indicators, and use this formula to create and disseminate offers that will strike a chord with prospects and customers.
Have you ever been creeped out? If so, I'd love to find out how and get your feedback.
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.