Driving Social Business, Championing Innovation, & Inspiring Creativity

Why Do Marketers Ruin Everything?

There has been a tremendous amount of buzz as of late about the future of social media, in particular as it pertains to the corporate world and how brands are leveraging this medium. As a professional in this industry it pains me to see social under the scrutiny that it is today.  As social leaders we had an obligation to hold the line and keep things clean with the hopes that it wouldn’t fall victim to the same hack marketingScreen Shot 2014-05-30 at 9.46.19 AM practices of the channels that came before it.

Direct Mail. Ever wonder why your mailbox is full of flyers, offers, and straight up junk mail?  Easy, it’s marketers.

Email. Your inbox is likely full of spam, and unwanted messages from brands, prescriptions at prices to good to be true, and adult entertainment messages?  Well, you can thank marketers for the cannibalization of your email and the creation of an industry of spam emails.

The Web. Ever go to your favorite website, only to be barraged by display ads, home page take overs, pop up advertisements, etc? We all have, and while it’s a highly lucrative and profitable form of marketing for brands it can feel a bit intrusive and overwhelming as a consumer.

Social Media. Chances are your social newsfeeds are overflowing with content from brands just trying to push messages to drive “engagement” in the form of likes, comments, clicks, RTs, etc.  It’s gotten so bad social networks are being forced to weed out this noise with aggressive algorithm shifts pairing down the content users of these networks actually see.  Mad at these networks making these aggressive shifts and ultimately moving to a pay for play model? Don’t be; as marketers we did it to ourselves.

Some would argue that marketers have a tendency to destroy everything they touch; but it doesn’t have to be this way if we start to think differently about our approaches.  I’m not saying that all brands are failing here – but I think it’s time that all of us that are responsible for managing the digital relationship between a brand and consumers take a step back and rethink about how they are showing up in the space.  Are we truly putting the customer first?

Now is the time to re-evaluate strategies, check, and adjust.  While we’ve got an obligation to help our companies grow and be more profitable, we also have an obligation to protect the integrity of social media.

Our industry is not going away anytime soon and there are still many ways brands can leverage social technologies for both connecting with consumers and providing significant value to their companies.  I’ll get into that conversation in a follow up post.

Photo Credit: https://flic.kr/p/dmgtty

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