The oxygen-breathing and probably well-meaning, yet misguided humans who brought you spam, telemarketing and re-targeted online advertising now proudly present the latest attempt to ruin all human communications: marketing automation. With this horrid creation, oh yes, you too can:
- Schedule MORE messages and MORE junk to be sent to your customers and prospects in the blind hope that something will stick (Also known as spray and pray or SAP if you’re into TLAs)
- Remove yourself from any responsibility for your communications because it’s AUTOMATED. goedkoop nikes (Yeah, so was SkyNet and that didn’t work out so well)
- Free yourself and your staff up to presumably do more thinking (although clearly you are not doing much if you are using marketing automation)
In case you can’t tell, I’m on the warpath again. My target this time is the new trend of “marketing automation.” And that latest bit of marcom horror is defined as “software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.” It is supposed to “increase efficiency” and “reduce human error.” Right. Well, there’s a big ol’ human error to start off with because MORE communications DOES NOT EVER equal BETTER communications. These repetitive “tasks” we’re automating will hit someone’s inbox or feed and for that, (in my opinion) we must RESPECT the audience a little more. Here’s the thing marketers, most of the time, people really don’t want what we are promoting, but promote we must. I get it. So many of us communicators feel the pressure to blast away like Elmer Fudd with that ridiculously large shotgun trying to hit Bugs. (and he won’t) and allow me to drop a spoiler — you won’t either. Communication is and must be fundamentally about trust and respect. And it’s a delicate balance that must be carefully weighed with each action. Like a king who must decide whether to spend his troops’ blood in a battle. chaussures ugg femme There is a cost to both sides and the decision to communicate shouldn’t be as easy as deciding which organic salad to choke down for lunch. Here a few fundamental rules re: communications The audience is in control. Respect them and choose to communicate with them ONLY when you can bring value or enrich their lives in some way. Don’t make it all about you, make it about them. timberland chaussure Earn trust each day. Protect your communications channel like you would a newborn baby. nike air max pas cher In other words, think before you do things. Actually, think about the outcome or the possible outcomes of sending a message. Be disciplined. Send less stuff, but send BETTER stuff. Take all of the time you would spend getting your silly marketing automation software going and design something truly worth sharing. No software or machines can do that (yet), so suck it, SkyNet! Companies want and need to communicate. Everyone understands that. But before you push that button, ask yourself, “what gives me and my company the right to do this?” And if you can’t come up with a good answer, file it for later or delete.