This is the part 2/8 of the article Digital marketing and consumer rules
The golden rule of Internet usage is that any interaction must have permission. This means you must only talk when the consumer wants to listen, and must just send what they want to receive, and must only interact when they already know you.
Although Internet pirates, spammers, and hackers have shown dubious ways to make money or promote products, when talking about marketing and advertising – meaning real companies and brands – we must not fall under the temptation of invading the user’s environment without consent.
Because the Internet permits to created automated tools for nearly everything, like registration forms, message sending and profile search, the belief of many professionals is to believe that they can use those automatic tools to interact with the online consumer massively and still get good results.
So, some companies accept to scan millions of Facebook profiles and then use tools for mass message sending to communicate what they wish to millions of user profiles that don’t know them. Nothing is more inefficient and dangerous.
When the user feels trespassed, generally they would react negatively, be it reporting the fact to the community manager or complaining to other millions of other consumers about the unethical action of the company.
When we force interaction with the online user, they react by preventing new interactions, probably forever. The fact is that, even if there are hundreds of tools to mass message sending and mass interactions, the point is that websites and users have hundreds of ways to block your company from getting in touch with them.
If we send unwelcome emails, the consumer qualifies our email as spam, and the rest of the messages we send will directly go to the spam folder. If we send mass messages in a social network, the user will block us, and we won’t be able to post anything else to them. If we send mass messages by forms on companies’ websites or blogs, the site admin will block our messages, and we won’t be able to get any contact.
In the same way, if we create an app that uses notifications in an abusive way, sending several times a day notification message on the consumer’s mobile, they can suppress all notifications of the app altogether, or even uninstall it.
Finally, every consumer, website, app, social media and networks have ways to block or ban the attempts of a company to invade the user’s privacy and send unsolicited messages.
Therefore, the only viable option is to only interact with the user when consent exists, which means to create tools and strategies that stimulate the consumers to listen, receive and interact with our brand.
There are plenty of techniques to interact with thousands or even millions of users in a controlled and with consent way, without putting the company or the brand at risk. Don’t fall under the temptation of everyone saying otherwise. Always interact with consent.
In summary, the key is to generate interest in the consumer, so they give you consent and even ask for interaction with your brand. Throughout this book, we are going to talk about many interaction strategies.
Read part 3/8 of the article Digital marketing and consumer rules