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 ove...