Tonight my email address was used by Tango to spam me with fluff about their product and an invitation to like their Facebook page.
What will it take to help the marketing world grasp what is going on with the web? They really don’t have a clue. All of those agencies who label themselves “social”, and who have in fact devalued the term to such an extent that it is becoming unuseable. “Doing social” “doing digital” – the language makes my flesh creep. They still use words like capturing, targeting, campaign, blitz. Militaristic words that seemed to make sense in a past world of mass, where if you shouted loudly, and expensively enough at enough people, you could claim to have had an impact on sales.
They try to apply these mass techniques on the web and the result is to make customers feel like they are part some ill conceived people farming experiment. It could be so different. I really do want to buy stuff, I need to buy stuff and am longing to have more meaningful conversations with the companies who want to provide me with stuff. However I have less and less patience with stupid people who treat me like an idiot and shout at me about crap I don’t want when I am trying to do something else!