Social Media Marketing – a real intrusion?

Social Media Marketing – a real intrusion?
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I’ve been educating myself of late about all things marketing, especially Social Media Marketing. What makes a campaign successful, how to sell your services, how to reach the right audience and most importantly, how to offer a product and ensure that people want to buy your services.

In a digital world where we are subject to everything on demand, are we now being subject to so much online marketing, particularly in social media, that it simply no longer has the desired effect? As a business, you may no longer be able to filter through the options available, and as a consumer, you may feel like you are drowning in a stream of constant advertisements.

Here is a suggestion

You all know the situation, you might take a few minutes out of your day to do some online browsing, perhaps for a new pair of shoes (ok that’s me), to then find the next time that you visit LinkedIn to do some work, you find that a clever cookie has placed an advert there to remind you of what you just looked at whist your boss was not looking. And that returns, day after day, hammering home that perhaps, you should do more work and that your tastes are too expensive and you cannot afford to buy those shoes. Thanks for rubbing it in cookies, I really appreciate it.

You can’t get away from it, you watch a video of some cats playing patty cake with each other, only to find an advertisement from the company that you researched last week being bannered underneath the clip. You of course say ‘oh thanks, I’d forgotten all about them and the service or product that I wanted! I’ll call them immediately!’.

That’s precisely how that scenario plays out right? Or does it? For me, social media marketing is an annoyance, a pest, an intrusion of privacy and simply something that I don’t want to see. You can of course argue that Social Media is not private, it’s a business, and by signing up, you are of course agreeing to be subjected to this form of advertisement. If you don’t want to be advertised to whilst being entertained Matt, then read a book. Fair point.

As a relatively new business, you may have seen our advertisements in some business magazines or seen me at a trade show. Or, perhaps you haven’t, Marjolo may have been swallowed up in the plethora of other businesses doing precisely the same. So, are we falling behind the trend? Are we the only ones who are missing out on the opportunities that are out there?

Perhaps this a failed marketing strategy? I like to think not, I believe it’s ethical and cuts through the fancy marketing and over inflated promises to get back to basics. That is something that runs through the veins of Marjolo in all that we do. Disclaimer – I must stress, that this blog isn’t a sales pitch or a piece of advertising, it is designed to start a conversation 😊.

In Your Face

Some of the marketing events that I’ve been to of late are singing the praises of Facebook marketing, stating that this is the only way to really get your business noticed. Whether you are a service or product based company, you MUST focus on Facebook to reach your audience!

Connecting with your business leads on Facebook using their work email addresses is vital they say. What they don’t say is that research suggests that this is a dying trend and that other platforms may offer a far better result – by the way Snap Chat also offers a business service if you would like to reach a millennial audience. 2nd Disclaimer – I’m not promoting or dismissing any social media platform.

But am I the only person that feels uncomfortable with this? You might say that I’m not bold enough to be in sales, or even in marketing, and you would most probably be correct. I’m quite happy to not be bold enough to intrude someone’s personal digital space and say ‘hey you, sat there being unproductive, here we are, buy from us’.

As a consumer, I’m probably as guilty as the rest in terms of following a brand that I like on Facebook. After all, who doesn’t love the chance to win a freebie from them? In fact, offering prizes and ‘relevant content’ is an essential part of any marketing strategy – apparently.

Access to the Market

Now, let’s be honest, being able to target billions of potential customers worldwide and define a sales demographic is just smart business. You can even install a pixel so that people who have visited your website will be reminded of you – just in case they forgot about you.

You cannot deny the business benefit of this approach, but is that all we are these days? Businesses looking for benefit and to make profit? Perhaps yes, but I like to think that ethical business is something that more and more people are interested in achieving.

I’ve been reading interesting articles on Permission Marketing recently, which teaches companies to treat their customers with respect to get their attention in the first place. Going back to the good old days of asking permission before you spam their inbox with content that they will most definitely love.

In a world where we never switch off and business is connected 24/7, do we really want business to be conducted when we decide to switch off for a few minutes? Whilst scrolling through the nonsense rants, clips of epic fails, cutting edge commentary on the state of traffic (don’t text and drive kids) and my personal favourite ‘look how amazing my holiday pictures are’, the last thing I want to see is something work related.

In fact, I would like to be asked my permission more often, it makes me feel important, in control and satisfied with what is going on around me. Billboards tracking my shopping habits and displaying them as I walk by, fills me with dread. You don’t go into business with someone without asking their permission, so why do we now think it is ok to sell through implied consent?

So, my question is this, as a business, how do you choose to engage and advertise to your customers? What benefits have you seen from your own approaches to marketing? Or do you think that operating in an ethical business model slows you down?

Thank Goodness for the Thought Police

I’ll leave you with this image. YouTube recently cut out a video I was listening to, to play a 4 second ad that simply displayed ‘YouTube’. Brilliant, thank you for that. In fairness, it was far better than a lengthy clip (which cannot be skipped) about a featured artist, that if your cookies really did their job you would know that I’d never be interested in. 3rd Disclaimer – you certainly have a service that you can be proud of, I’m grateful for it and of course, you should be able to advertise it wherever you like.

But I’m not sure that you need to remind me of the service I’m using during the crucial, rousing final notes of Nessun Dorma, where, in my kitchen, I was in the full flow of dramatic hand gestures as I day dreamed of performing this to an audience of thousands in Tuscany. Thanks again Social Media Marketing – maybe I should also get back to work.

If you’d like to learn more about ethical business, then why not contact us at [email protected] to start a conversation, or visit our website to read more posts like this. We would love you to leave a comment or join the discussion on LinkedIn.

Matt Wilding

 

 


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