In my recent Windmill Networking post, 10 Tips to Create Relevant (and Avoid Creepy) Marketing #SoLoMo, before I got into the 10 tips, I wrote about five ways you can tell your marketing is creepy. Nowadays, anything goes and I think the barrage of offenses dulls us to our own subtle slips.
Creepy is receiving unwelcome advances using personal information from unwanted brands. In this case, personal can have many interpretations. One important example is geographic location. These days with geo fencing, it’s possible to determine proximity without permission.
Relevance and permission are two key drivers of engagement. When brands use new technology with an old broadcast mindset the result is usually “creepy”. There is heightened consumer sensitivity to the misuse of data; especially personal location data.
By focusing on helping consumers, brands have an opportunity to leverage insights and connections to develop more meaningful relationships. Consumers are willing to share information if they feel there is an exchange of value. Brands have to monitor and pay attention to ensure consumers feel there is an equitable exchange of value.
We believe culture plays an important role in connecting consumers with your brand promise. An empowering culture will be more effective in consistently delivering your message and responding appropriately to consumer questions and concerns.
Listening is the best place to begin; however, timing, insight and permission are equally important. With search engines adapting their algorithms to deliver meaningful local results, brands engaging on social, local and mobile fronts altogether, have a definite advantage.
I hope you will check out our tips and let me know what you think.