by Mike Westgate, Vice President of Marketing at RealMassive
Recently I connected with a colleague on LinkedIn and landed on their automated “invite your contacts to connect” page, which is basically a cheap retention tactic. With one simple mis-click, I accidentally initiated an email campaign for new connections. I literally auto-invited my entire email address book including friends, family, and individuals I had never even met. Unfortunately, my only undo option was to contact LinkedIn support directly and ask them to retract any unaccepted invites. I am typically a card-carrying LinkedIn advocate, but this experience left an awful taste in my mouth. Here at RealMassive, we are exploring value-added but unobtrusive ways to connect directly with our customers, expose them to new features and functionality, and engender positive word-of-mouth network effects. Given the vast and growing ecosystem of marketing automation solutions, this is no easy task. My recent experience with LinkedIn was a humbling reminder that even the mighty stumble, and though automation can be sexy and cost-effective, it is not always aligned to seamless user experience. As you employ your own automation tools and programs, be sure you deeply understand your customer, map their complete journey and valued outcomes, and strive for a consistent touchpoints with your brand, on- and off-platform.
To read this full article on Adotas, click here.