The System Is the Digital Gatekeeper for the Consumer
Google controls the “need to be found” system. Amazon controls the “need to purchase” system. Apple controls the “need to connect” system. Netflix controls the “need to watch” system. And Facebook controls the “need to be seen” system.
Yes, there are more players at the controls here but let’s be real – FAANG (the eloquent Wall street dubbed acronym for this immovable force,) control the vast majority of our “hierarchy of digital needs.”
Marketers, therefore, are more fixated on “beating the controls” of the system, than the actual consumer experience itself.
Today’s online experience is much like an endless maze of marketing mirrors whose purpose is to keep you in an endless loop of trickery and attention theft.
Pop-ups, redirects, and relentless retargeting has turned the old-fashioned TV infomercial strategy “but wait, there’s more!” into an unseen before level of annoyance.
But, as all marketing buzzards know too well, “it’s all about the numbers man.” If you’re able to steal attention, and back it up with data, it can be justified, right?
Wrong.
Tricking, spamming, interrupting, following, and popping-up at every opportunity has hidden costs.
Starting with this one – you’ve pissed off your prospect and destroyed your ability to earn trust.
But heck, who cares about trust when you have data!
It’s time for marketers to rethink their justifications of consumer annoyance in their rabid pursuit of attention.
The hidden costs are just that…hidden, but very real.
My SPAM Phone
OK, I give up.
SPAMMERS – you win. You own my phone. I can’t beat you. I’m tapping out.
SPAMMERS are like cockroaches. Disgusting, loathing, and impossible to kill!
And the trickery!
Local area codes, robo-dialing, pre-recording first name intros when you pick-up, instant redialing…enough to drive a sane person bonkers!
If I were getting a master’s degree in college, this would be my thesis. I need to delve deep into the human psychology here, find out what drives this madness.
And it curiously never ceases to amaze me…
…the “first principles” notion that SPAMMING someone would actually work…
…the mere thought that somehow, someway, that this could end well…
…the probability of success well below zero.
I wonder aloud if the backroom SPAMMER strategy outcome sounds like this…
“THANK YOU for interrupting me today, I wasn’t interested or actually in need of your service, but since I have hung up on you at least 30 times already, I think today is your lucky day”
Talk about hidden costs.
Well, now I’m being redundant.
SPAM is the epitome of a “I could care a less about the consumer” marketing tactic, (strategy surely doesn’t apply here.)
At a time when the demand for consumer attention is at an all-time high, SPAMMING is the surest way to destroy your business.
Be careful out there, the spam minefields are everywhere.
PS: Enjoy more random & relevant thoughts on the state of marketing, branding, and advertising that create momentum for business growth, straight to your inbox every two weeks – read now and subscribe for FREE here: MarketingMuse.substack.com/
