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Blog Feed Post

Spam is Not Marketing Content

Do they really think that pelting people with irrelevant messaging is going to help their cause...or their companies?

Okay, I've had about enough of this mindless, self-serving, me-me-me focused spamming. It was bad enough when it happened via email. Now it's happening with alarming frequency on LinkedIn, Twitter and Blogs.

Can't people restrain themselves? Do they really think that pelting people with irrelevant messaging is going to help their cause...or their companies?

Nobody likes it, so KNOCK IT OFF!

Calming down now. But chime in if you've experienced any of these lately:

A Tweet promoting some schlocky link made by a Twitterer you don't know and wouldn't associate with if you did. These look like this:

"best web affiliate programs on the planet [insert link here] @twitter1 @twitter2 @yourtwitterhandle"

Doesn't that just frost you over? We all hope people are smart enough not to pay any attention, but seriously...these idiots are trying to ride off your followers, credibility and good name.

A LinkedIn email sent to the list of a group you belong to that's a promotional piece of garbage along the lines of be my partner or use my products. Even worse is when the exact same email comes from many of your groups. Ah, yes, there's nothing like the smell of batch and blast in the afternoon.

These look like this (yep, here are excerpts from today's inbox):

  • Subject: Special Announcement from Small Businesses Forum Members: Become a [Company Name Removed] Reseller

I am writing to you to discuss a business idea. My company is a website design company based out of NJ and we are a part of a 20 year old group named XYZ Corporation.

My company designs not only great looking websites for small businesses but these websites are high on features as well. Websites developed by us have content, features and functionalities needed by different verticals. All this at a “pay as you go” model wherein we charge a low monthly fee. Our websites come at 199 USD one time setup and 39 USD per month fee.

I wanted to explore a partnership with your company wherein you can offer our product to your network base and make a healthy return every month from each sale thus generating a considerable source of annuity income apart from using this as a marketing tool thereby adding value to your marketing efforts for your core offering...

[I also received this exact same email individually from the person. You know, in case once was not enough.]

Does this person think that I actually find my partners through unsolicited "me, me, me" messages? Do they think I'll be impressed with their unsubstantiated claims? This is not a good way to build the kind of awareness these people are hoping to achieve. The sad part is that I receive these kinds of messages several times a day. They smell of desperation and throw up flags that say - Run Fast. Danger Ahead.

Self-Promotional Comments on your blog posts that are purely to try and pull your readers to the spammer's website.

I'm talking about comments like:

"[My website] is a great resource for [your blog's subject matter] Click here."

Don't get me wrong. Contribute a thought about my blog post and then suggest a related blog post or article that you think will extend the ideas of that blog post. I'm all for expanding the conversation with useful information. There's a lot of good stuff out there and it's value is amplified when connected with other "like" content. But promoting your own stuff without consideration for the blogger, the topic under discussion, or the audience is intrusive, rude and will get you deleted, or even reported as spam.

Just because technology enables people to communicate, doesn't mean they should do so mindlessly.

So what is it with these people?
Do they want their reputations trashed? Or don't they care?

Do people actually respond to this stuff? I guess they must or else this type of garbage would die off. I just can't figure out why anyone would bother. These are the kind of people we all seek to avoid at social gatherings and would never consider doing business with.

Then again, when people behave badly they actually do great marketers a favor. Because the difference is startling, there's an instant recognition of something worthwhile with relevant content. Those inconsiderate, irrelevant people end up actually broadening the attention span available for marketers who focus on communicating something valuable to their audience.

Like a breath of fresh air.

There's a huge difference between marketing and spamming.

Marketing is respecting boundaries and interacting with people who have a high degree of likelihood of finding value in the message you send. It's about being considerate, helpful and generous.

Read the original blog entry...

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.