Authenticity is today's golden marketing word
Latest posts | Feed | By Mark Brownlow on November 29, 2006
Some online marketers are a sorry bunch. As soon as someone comes up with a way to spread a message online, someone else starts to abuse it.
Viral videos? Perhaps not so viral after all - see YouTube or ConfuseTube?
Blogs and word-of-mouth? Welcome to the world of Flogs.
Email marketing? Dare I mention the S and P words? ("Spam and phishing" for the innocent among us.)
All that achieves is to encourage ever-increasing skepticism and cynicism in those we seek to reach. Are we just teaching consumers to ignore and reject what we say? How long will today's persuasive copy stay persuasive when so many messages teach folk to be disappointed...to mistrust the message. How can we expect long-term relationships to be based on deception?
Yes, I hear the traditionalists: "Hey, it works! Get over it."
But for how long? What are your favorite email newsletters? What do they do that makes them your favorite? Bet you a slice of holiday pie it's because they deliver real honest value...a genuine give and take.
We now enter that time of year where marketing hype scales new heights. Every item is "the ideal holiday gift." I've seen supermarket gift vouchers described as "the gift for the person who has everything."*
As email marketers, we hear a lot about authentication. Perhaps we should worry more about authenticity.
Just a thought.
*I amuse myself imagining Bill Gates opening his present on Christmas Day and exclaiming, "At last, now I can buy that food I've always wanted. Thanks Melinda!"
Tags: email marketing, marketing ethics
Viral videos? Perhaps not so viral after all - see YouTube or ConfuseTube?
Blogs and word-of-mouth? Welcome to the world of Flogs.
Email marketing? Dare I mention the S and P words? ("Spam and phishing" for the innocent among us.)
All that achieves is to encourage ever-increasing skepticism and cynicism in those we seek to reach. Are we just teaching consumers to ignore and reject what we say? How long will today's persuasive copy stay persuasive when so many messages teach folk to be disappointed...to mistrust the message. How can we expect long-term relationships to be based on deception?
Yes, I hear the traditionalists: "Hey, it works! Get over it."
But for how long? What are your favorite email newsletters? What do they do that makes them your favorite? Bet you a slice of holiday pie it's because they deliver real honest value...a genuine give and take.
We now enter that time of year where marketing hype scales new heights. Every item is "the ideal holiday gift." I've seen supermarket gift vouchers described as "the gift for the person who has everything."*
As email marketers, we hear a lot about authentication. Perhaps we should worry more about authenticity.
Just a thought.
*I amuse myself imagining Bill Gates opening his present on Christmas Day and exclaiming, "At last, now I can buy that food I've always wanted. Thanks Melinda!"
Tags: email marketing, marketing ethics
[This post brought to you by Campaigner Email Marketing]
Permalink | Add to del.icio.us | 0 comment(s) - add yours!
Get posts like this: as an RSS feed | as a biweekly newsletter
Permalink | Add to del.icio.us | 0 comment(s) - add yours!
Get posts like this: as an RSS feed | as a biweekly newsletter
Sign-up for the Email Marketing Reports NEWSLETTER
Twice a month, free, packed with email marketing advice and all the posts from this blog.
Twice a month, free, packed with email marketing advice and all the posts from this blog.
0 Comments:
