Digital and social marketing erupted on the scene with such a splash as to rock virtually every marketing boat on the seas. Its deeply disruptive nature was cloaked within the seductive promise of lower costs marketing programs to get the message out. The social media’s no/ low cost myth was bolstered by a wave of technology plug ‘n play platform companies offering low cost ways to create communities, syndicate distribution of content, automate social network interaction and track all this activity. Then the myth was popularized into cultist status by charismatic young CEOs, like the energetic Alexis Ohanian of Reddit who give clever presentations at places like TED about how “low cost” social media helped save the whales via a social media campaign called Mr. Splashy Pants.
The promise of a marketing holy grail seems closer than ever for marketers.
But that’s where the dirty little secret comes into play. While self serve platforms offer the promise of “self serve” – they rarely are. Almost always, the platform has to integrate with existing systems and that needs expertise. Most technology companies who offer these platforms know that. Most markers do not until they go through it themselves. Then, somewhere along the way the brand sees that the final TCO is higher than the self serve budget allows.
I must give as an example a particularly egregious platform example. There is an affiliate marketing platform that lets you build an entire affiliate site sell through their platform. They provide keyword assistance, a wysiwyg interface and hosting. The sales pitch is compelling; “the only barrier is you and if you go through the process, it will work”. And so forth. They make up acronyms that make it sound easy but isn’t. Now I looked at this platform carefully because a colleague was working with it. He told me it took him over a year to make his affiliate site work on this platform. I was curious. This guy was smart – why should a “self serve” platform take so long to get functional.
That’s when I realized in actually working with the platform that while it does have some great technology in it – it is only useful if you are an expert with 10+ years experience – maybe. The promise of “easy, anyone can do it” are simply false. They make it so hard that, when inevitably you submit a question which I did, you receive a very nice though decidedly unhelpful response ending with pitch for services.
That’s what irks me. These platforms are being pitched as easy, low cost, no cost, self serve, plug n play, automated wonders of technology when the truth is they can not really deliver as promised. It is the rare company that can use any of these tech platforms as is. That’s the real world. And it is in many cases, there is a shameless bait and switch game being perpetrated on companies.
Is too much to ask for a little truth in advertising please? I fear in the new techno self serve world it may be.
Filed under: digital marketing, emarketing, Mr. Splashy Pants, social media, social networks Tagged: | advertising agencies, internet marketing, judy shapiro, marketing automation, Reddit, viral marketing