I read a great post this week by internet entrepreneur, Gary Vaynerchuk, where he shared the one thing that bugs him the most :
It was a great read about social media and email marketing.
And then I went to my mail box and saw this:
And I thought, ‘I don’t know about 2004, more like 1984’.
Aside from the rain forests who sacrificed themselves for this stack of rubbish (2 days worth), which in itself is depressing, from a marketing point of view it’s baffling.
You may as well gather up the cash from your marketing budget and set fire to it.
This “scatter gun” approach suggests you don’t really know who your customers are, where they are, or if they are customers at all.
Which is where social media can be such a boon to business.
As Vaynerchuk says “social networks are the first platforms ever that are actually a two-way conversation.”
The above tweets are a great example in listening to your customer, engaging with them and utilising the information to give feedback to personnel while making the customer feel valued.
It’s a win/win.
Businesses can also fans into customers, use customer feedback to make informed decision about products, and learn what the customer wants and when. As the above tweets show, it can be valuable PR too.
So, as I heave the junk mail into the bin again this week, I will continue to scratch my head about marketers using this approach when the landscape has clearly moved on.
It’s 2013, Okay?