Some of my important life lessons didn’t come from my parents. I’m not (too) embarrassed to say that a few came from Bugs Bunny, Daffy Duck and other creations of the Merrie Melodies/Loony Tunes crew at Warner Bros.
One of my favorites actually offers a very relevant message to today’s digital and mobile marketers who are evaluating new tools and techniques for developing, targeting and delivering information and offers to consumers: Don’t be a Chester. (Follow this link and either move to 1:21 and play through 1:42. Or watch the whole thing beginning to end. If anybody asks, you’re doing “research.”)
While the pressures are increasing on all digital marketers, from the CMO to the mobile campaign executive, to use technology for competitive advantage and greater accountability, common sense and rigorous testing of new technologies and techniques must be applied to prevent you and your company from becoming Chester to the consumer’s Spike. (If we are to do a post-mortem on Chester’s technique, it would be obvious that he failed to implement a frequency capping capability, leading to an oversaturation of his target, Spike, who dealt with the oversaturation in a non-PC, but understandable, manner.)
Digital and mobile marketers need not fear a smack from Spike, but have to be vigilant about oversaturation as the opportunities to engage with customers and prospects increases via smartphones or media tablets running applications which can “hear” audio watermarks and fingerprints to identify a song, a TV show or a movie, to QR codes and “showrooming” apps. Such applications, coupled with social media and social networking platforms, are also generating massive amounts of valuable data . . . if it’s acquired, stored and mined properly. Restraint in deploying and utilizing these evolving sets of tools is not a weakness – as long as you’re evaluating and testing these new tools. Are they more effective than previous tools or techniques? Are they more or less cost-effective than previous or existing approaches? Are they compliant with national and international regulations?
Digital and mobile marketers face significant decisions about deploying a new set of very powerful tools and techniques to create new and compelling engagements with customers and prospects. They just have to remember, “Don’t be a Chester.”