Marketing is the activity for creating, communicating, delivering, and exchanging offerings that provide value for customers, clients, partners, and society at large. It’s not shoving stuff at customers, clients, partners, and society at large, which adds no value but serves instead to annoy.
As consumers we are currently abused by marketers, so it’s no wonder that early in 2018 GDPR is reviewing how consumers consent to online marketing.
It’s pretty obvious that marketing initiatives should carry social responsibility and be targeted towards the desire of individuals; instead of annoying “one size fits all” marketing campaigns that don’t give a hoot for those who don’t want to hear.
Can You Throw This Flyer Away for Me?
Edinburgh Festival, one of the most well known festivals in the world, proves that we cannot yet free ourselves from paper spamming. Millions of flyers are designed, printed and distributed (6 million in 2016) across the city during August as struggling artists shell out to compete in all the wrong ways. At the same time, the city of Edinburgh allows this, becoming an agitator of eco-friendly mantras against waste and excess.
Are the flyers even doing what they are supposed to be doing?
And more importantly is this really any different to digital spam and telephone cold calling?
There’s no doubt that finding out about things in general is a challenge. Years ago we were encouraged to ‘Let ours fingers do the walking’ an adage drummed into television watchers to promote the yellow pages. Nowadays we have the Internet and we cleverly navigate the maelstrom of available goods and services in search of what we want. Not only that, but once we have started our journey of discovery, search preferences are remembered and we are for at least a few days pushed towards what we are looking for – be it a ski holiday, central heating system or slippers. Marketers can remarket to us successfully until we have what we want.
The problem arises in real life when we don’t know what we want. We know what we like and we know how things make us feel. The result is we don’t know which flyer to accept so we take them all and chuck them in the bin later.
Loyalty is Key
Loyalty cards have been clever in picking up on this, rewarding us for our loyalty and acknowledging our preferences. No one loves Tesco points and the occasional birthday treat in Café Rouge more than me. It totally works.
What doesn’t work for me is carrying around dozens of plastic cards on the off chance I may go in Boots or Holland & Barrett. It’s all become a little silly.
The upshot is I want rewards and surprising treats, information about the things I’m interested in but, I don’t want loads of paper thrust at me, a wallet full of plastic cards, junk mail in my inbox, on the door mat or telephone calls from people I don’t know trying to sell me something.
If companies, cafés, restaurants, theatres, performers, railways, schools, marinas, stadiums listened to their users in the same way that Google learns from internet surfers, there could be a beautiful synergy between business and clients, with benefits for everyone all round.
If you know of a business that would like to learn more about their clients in a positive and useful way then BLACKBX can help