When Digital Marketing Goes Bad
The buzz in my business is all about online marketing. My customers want to sell on the web, promote online, use social media like facebook and twitter to speak to customers, provide online portals for their dealers and email customers with offers.
I guide my clients carefully through these steps because I know what happens when it all goes bad and how quickly this new world can jump up and bite the unprepared. I hear horror stories all the time, so let me share a couple of my favourites in the hope that any of you who are contemplating marketing online will do so carefully and seek professional help.
A nation men’s clothing store sent me an email advertising overcoats on a Friday around noon. I was meeting with a client around the Polo Park area so after checking the email on my iPhone and being in need of a new overcoat I dropped in. I approached a fresh-faced sales associate and asked about the promotion. My request was met with a blank stare and an assurance that they had no overcoat promotion. I pulled out my iPhone and showed him the email. He called his store manager and together we looked reviewed the message.
The store manager read the email with interest and drew my attention to the fine print that specified that the sale did not start until the next day. He also told me that in order to participate I’d need to return home, print the email and return with email in hand to participate.
Needless to say, I am still wearing my old overcoat.
Friends of mine ordered a set of winter boots online. Here is the email they got in return.
Dear Customer,
We are also attention to your order everyday. Now our superiors are very worried about it that may delay to delivery. Dear customer, could you wait some days. Because we doubt it is detained by your custom. As Usual, if it can release in these days, it will arrive your door soon. In contrast, we will re-ship if it turns out to be detained.
Hope for your understand. Thanks
Customer Service
Both of these examples illustrate clearly that doing business online needs your full attention and the details of how your customer will react needs to be fully thought out.
Our national clothing store did not consider that sending an email out on a Friday might actually motivate customers to shop that day. They did not consider that customers would receive the email on their cellphones and some might react immediately. They do not understand that placing restrictions low on an email might be missed by those viewing the message on a portable device's very small screen. They did not inform the front line sales staff that the email was coming and allow them to prepare for customers questions and requests. And finally, they placed restrictions on the customer making them leap through hoops (print the email and bring it in) to participate not understanding that customers will arrive instore with only an electronic version.
Our winter boot retailer in New York City has employed a customer response centre that can’t communicate effectively. This email does not inspire confidence and erodes not only this company’s reputation, but undermines all online retailers.
There are a lot of folks out there doing a great job of selling online, but it only takes a few mistakes like these to become urban legends and give pause to consumers who are just beginning to explore the world of online retailing.
I guide my clients carefully through these steps because I know what happens when it all goes bad and how quickly this new world can jump up and bite the unprepared. I hear horror stories all the time, so let me share a couple of my favourites in the hope that any of you who are contemplating marketing online will do so carefully and seek professional help.
A nation men’s clothing store sent me an email advertising overcoats on a Friday around noon. I was meeting with a client around the Polo Park area so after checking the email on my iPhone and being in need of a new overcoat I dropped in. I approached a fresh-faced sales associate and asked about the promotion. My request was met with a blank stare and an assurance that they had no overcoat promotion. I pulled out my iPhone and showed him the email. He called his store manager and together we looked reviewed the message.
The store manager read the email with interest and drew my attention to the fine print that specified that the sale did not start until the next day. He also told me that in order to participate I’d need to return home, print the email and return with email in hand to participate.
Needless to say, I am still wearing my old overcoat.
Friends of mine ordered a set of winter boots online. Here is the email they got in return.
Dear Customer,
We are also attention to your order everyday. Now our superiors are very worried about it that may delay to delivery. Dear customer, could you wait some days. Because we doubt it is detained by your custom. As Usual, if it can release in these days, it will arrive your door soon. In contrast, we will re-ship if it turns out to be detained.
Hope for your understand. Thanks
Customer Service
Both of these examples illustrate clearly that doing business online needs your full attention and the details of how your customer will react needs to be fully thought out.
Our national clothing store did not consider that sending an email out on a Friday might actually motivate customers to shop that day. They did not consider that customers would receive the email on their cellphones and some might react immediately. They do not understand that placing restrictions low on an email might be missed by those viewing the message on a portable device's very small screen. They did not inform the front line sales staff that the email was coming and allow them to prepare for customers questions and requests. And finally, they placed restrictions on the customer making them leap through hoops (print the email and bring it in) to participate not understanding that customers will arrive instore with only an electronic version.
Our winter boot retailer in New York City has employed a customer response centre that can’t communicate effectively. This email does not inspire confidence and erodes not only this company’s reputation, but undermines all online retailers.
There are a lot of folks out there doing a great job of selling online, but it only takes a few mistakes like these to become urban legends and give pause to consumers who are just beginning to explore the world of online retailing.
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