Crossing the Line Creates Cross Customers
And is it really anonymized when social listening takes place? Track your conversations online and see what ads pop up shortly thereafter.
Beyond asking yourselves where you should cross the line, ask consumers how they feel about ads that “creep” up outside of personalized coupons you send via an opt-in program. I did just that on my Facebook page and here’s what came back from consumers:
- “Scary and happening more frequently. Not okay.”
- “It bothers me to no end. Once I started noticing it, I have become increasingly aware of it and it scares the $%^( out of me.”
- “If I don’t sign up for it, it bothers me.”
- “I always find it creepy when I’ve been looking/shopping for something and all of a sudden I get an ad for it.”
- “Time to live off the grid and pay cash.”
- “This is very scary.”
- “No way!”
If consumers are scared of what you know about them, its time to rethink that proverbial line. Don’t cross it just because you can or because you’ve invested in the technology that automatically delivers those ads, so you have to use it fully to get your promised ROI. Think about how you can use this amazing data and technology for real-time marketing across devices and channels in ways that actually please customers vs. scare them, like inviting them to opt in like we have for so many other channels.
It’s not just a courtesy to involve customers in the decision to watch them in order to serve them really relevant timely ads, it’s critical to our future as an industry. How? Because if we don’t do it, we will likely increase more of those opt-outs and even legal regulations that will force us to stop communicating despite honest and good intentions we might have.
Consequences for Marketers
Think about it. Consumers have spoken up about getting harassed on the phone by opting into the “do not call” list. Consumers have shut down unwanted emails by advocating against spam and assuring they have a choice to opt out. Brands that spam are blacklisted and shut down by email servers as a result.
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.