Internet technology and social media platforms have made it easy for organizations to develop marketing campaigns that are fast, cheap, and seemingly efficient. However, what these tools don’t do is compensate for a lack of intelligence on the part of some “marketing wizards” out there. Yes, whether it is LinkedIn or Facebook, Twitter or some mobile app, these tools do work well in broadcasting messages. I am amazed though at how many messages I receive on a weekly basis for offerings (products & services) that are simply not of interest. Take for example the weekly email that I get from a training company informing me of their PMP preparation workshop. I’m not sure why I am on their list other than the fact that someone within the organization has my email address and/or business card. They ignore the fact that I sat for my PMP exam 12 years ago and have been certified ever since. I know what some readers may be thinking which is perhaps this is a potential for referral for these organizations. While I am not interested in that workshop, I might know someone who I will gladly refer. That logic is simply not realistic. When we refer products and services to friends and colleagues it has not been my experience to say “ooh wait, I received an email from this company that I know nothing about, let me send you the flier so you can attend their training.”
I don’t mean for this post to seem cynical as the whole point behind this criticism is that organizations need to go the extra mile in using these social media and internet tools. They need to learn about filtering information based on customer segments and demographics. Once they are able to do that they will at least stop short of annoying people who have no interest in the products they are selling.