Customer Crossroads

Is it time to rethink the direct marketing model of web advertising?

Have you noticed how good you have become at not seeing the advertising on many web pages? You know where it is, and you don't look over there. (With the possible exception of the tooth whitening and acai berry advertising, which seem to be everywhere.)

By comparison consider that television, billboard, transit, and print advertising all have to work without the possibility of a click-through. The click-through possibilities of electronic were so exciting, that the direct marketing model has come to dominate it.

I'm not sure that really makes sense. Because you just aren't in the market for a new CRM system every day. Or a new printer. Or even a weight loss remedy, as the ad below has. 

A typical example, from today's LinkedIn page:

 

Most of the ads I see online are about as exciting and engaging as reading the classified section of a newspaper. Or the obituaries. Neither of which most people read unless they are looking for something specific. 

Advertising in other mediums has to be engaging enough to make an impact without the call of the click-through. In fact, traditional direct advertising is often significantly more engaging than online. I mention the printer example because I know at some point I will have to replace my trusty HP Laserjet 3600. And when the time comes, I will think about a Xerox solid ink printer. Reason: a lot of good advertising in a variety of media that has created a positive impression. 

I really think it's time for a rethink in the model. The click-through has its place, but it has enjoyed too much status for too long.

Wishing for pleasant surprises

I am just writing up the report for a big project that has to do with computerization / automated functions.

Our experience of automation - which is pretty extensive now -- is usually that any random event is a negative event. Computers break. Software does not work. Orders do not go through. I'm sure we could create a long list of such things. Ticket dispensers on the fritz.

When we talk about customer experience and customer service, very often people talk about surprise and delight. I'm not totally a fan of this idea, because i think it creates a standard that is ultimately not meetable. However, that's not what i want to talk about today.

Today, what is on my mind is that we haven't built much surprise or delight into our automated world. Your machine doesn't give you a lollipop. At best, it does what is is supposed to, and it does it correctly. It also does it the same every time.

There are no random acts of delight in the automated world. Unless you are at a casino. That needs to change. We need to start making it a lot more fun.

The battle for your attention in social media

Markets for interesting ideas

I liked the title of Michael Bungay Stanier's latest e-book, Stop the busywork!, so I went to the download site. Which turns out to be ChangeThis, another creation of marketing maestro Seth Godin.

I knew about ChangeThis, but was curious to see what they are up to, so I browsed around a bit. Not only have they got some impressive design work happening here, but some impressive stats as well.

We know that 30,000 of you subscribe via email and RSS feed, and that you download around 500,000 to 700,000 manifestos a month

The site publishes four to six manifestos each month, based on reader voting on proposals. Submit a good proposal, get it voted up, and then you will be invited to submit the 2,000 to 4,000 word document. Manifestos remain up indefinitely, so can reach very high download numbers if popular.

The ChangeThis site is now managed by 800-CEO-Read, a site that sells and reviews business books. Many of the manifestos posted on ChangeThis are actually extracts or themes related to business books, so there's a bit of a fit there.

Their submission criteria are interesting, too:

Passion. Conviction. Knowledge. Education.
Thought. Persuasion. Freedom. Appeal. Change.
Point of View. Self-Betterment. Inspiration.

I believe one reason their e-books are so successful is that they control the presentation, and the e-book format they use is gorgeous and highly readable.

A point of view is the price of admission

Although ChangeThis is about disseminating ideas, those in the idea business find it a useful place to support their brand building efforts. For example, Tom Peters has seven manifestos published.

You can only get your manifesto published when you can take a point of view in a highly engaging way, and offer thoughtful and useful information to readers. This is a tough thing for a larger organization to do, and there isn't a lot there published by a large organization. Notable exception: Amnesty International has something called Stop Child Executions. 

This kind of point of view is very difficult for corporations to take, but is pretty much essential if you are going to attract readers. And not just on this site, but in most social media. 

To win attention you must be interesting

In our information-laden world, if you want people to pay attention to your message, you must be interesting.

• You can be interesting by having a point of view on an important topic. e.g. ChangeThis
• You can be interesting by being funny. e.g.YouTube
• You can be interesting by being informative. e.g.Instructables

I personally believe corporate messaging -- aka advertising -- can be interesting. But most of it simply is not.

When you hear/see/read a lot of hand-wringing about the challenge of winning eyeballs, this is what it really comes down to. You win eyeballs by being interesting.

Boring only works in the interruption model

Last night I was watching 24 on tape. I confess, I fast-forwarded through most of the advertising. Not because I hate advertising. Just because nothing caught my attention. And boring only works if you are forced to watch.

Social media takes the attention stakes up -- way, way up. Even though a lot of social media is drivel, it is often funny drivel. Which beats boring.