Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
Interruption marketing is now an outdated method of doing stuff. Before, consumers had no choice but to accept without query. In fact there weren’t much choice and the level of customer’s right and abuses knowledge were limited. People and the public have a say now. In Britain, many had voted against certain adverts they considered offensive. Ask David Becham ‘underwear campaign during 2012 Olympics if in doubt’. I hope, African consumers will reach this level fast also.
Now coming to interruption marketing which has its root in the old order. This old order manifested and amplified by Radio ads, Television commercials, annoying direct mails piece and Newspaper ad as well. It is obvious to all today that even though such methods may not go away in hurry but their usefulness are declining as they cost much, difficult to measure accuracy among others. We do think it was significantly successfully then because we do know every opportunity has its best season.
But as we begin to notice, some mobile marketers are becoming offenders of the old sin. Today, permission marketing with its root in content goes deeper behind scratching the surface. Jon Wuebben says ‘it must involve delivering requested information with independent value that creates trust, credibility and authority which at the end creates more sales (or objective achievement) and satisfied customers’. Anything short of this is interruption!
The present consumers’ experience is captured by a Nigerian artiste’ song in early 80s: ‘we hear they are coming again, the destroyers, self-centred, city and economy destroyers, cheaters’. We should not let them damage our lives again. We should not allow them to damage our children’s’ lives again… we are fully prepared for them’. Apparently the artiste was referring to the coming back of Politicians into power after years of Military ruler ship in the Country then. We do think African consumers must wake up to this reality again as a close observation shows many organizations are bringing the old order, technique of interruption marketing into the new marketing approach. Our question is should we keep quiet and watch?. But a caveat here, individuals must check if we are not criminals in the new marketing arena ourselves. So here are the checklists.
Mass e-mail without permission: There is no sin in E-mail marketing; it is a good tool that still works. But is your brand engaging in mass-e-mail without permission from the email owners? Best ways to get email is through RSS and subscribe feed. Those who submit their emails in this format have given you their permission.
Tagging total stranger or someone who do not desire it: Do you tag total strangers with your photo or other contents when they do not desire or you have not asked them? That may be a criminal tendency.
Mass SMS without mobile users’ approval: today, many receive SMS messages they never subscribed to. Our Telecom firms may also be encouraging this through sales or commission ‘driven’ approach from the mobile advertisers. There is nothing that is totally bad in sharing Mobile numbers of subscribers if you have earlier asked them what kind of information they will desire and if they want their mobile numbers shared with advertisers with such information. Violation of due process here makes both the advertiser and mobile company criminals.
Posting content on some else’s home feed without their consent: people endure some of their ‘friends’ online today. Else they will have reported them as abusers to platform providers. Some are mean to the extent of posting porn. No apology to addicts.
Sharing irrelevant knowledge in a group page with different goal: different groups are established for different purposes. If you need to share anything in any group, first find out what is the purpose of the group before you share your supposed ‘high value’ information with members. If in doubt, contact the group Admin(s).
Advertising in a platform for networking: Do you advertise your services on networking groups? You may be a criminal. Here we mean groups within a social tool.
Abusing or insulting people who do not share your opinion: We are amazed when we monitor how people abuse others on Social media just because the other party does not share their opinions. Our response is whoever told them their opinions were final and they have all the final say any issue especially in the field they have assumed expertise. Knowledge changes at the break of light. So who told you are not holding wrong opinion and now you have licence to abuse others. May be you and I are criminal in some ways too. Let us avoid a jail term tendency now! What do you think?