Sunday, February 26, 2012
Why can’t marketers look at things from the consumer’s or reader’s point of view?
This is just a little nitpick, but it’s one of my pet peeves. I spent several years in PR, sales and marketing before turning to the internet, and it always puzzled me when marketers—who ought to know all about customer perception—could not seem to turn the tables and recognize when their tactics were too transparently self-serving.
When I saw that TPM was reaching me on Twitter using a tool called MarketMeSuite, I felt ... well, used. It’s a bad product name because it appeals only to the commercial tweeter wanting up rack up page views for advertisers—not to the user who would prefer a softer term like a form of the word “share.”
MarketMe seems to be TPM’s tool of choice for the umbrella brand. Individual writers use Twitter’s own Tweet Button, the sharing tool embedded on the page being linked to.
While Twitter (the company) claims most people use the web interface at Twitter.com to read and tweet, analysts believe third-party tools are used for about half of all tweets. The tool used to issue a tweet is reported and I tend to notice, maybe notice more when I’m using the Twitter’s great iPad app, where the font for the tool mention is more prominent.
It’s kind of ironic that there’s double promotion going on here. TPM is promoting MarketMe, too.
I wonder if the actual name of the third-party tool necessarily has to be exposed in the end-user context, or if the string that appears to users can be configured separately.
This perspective blindness happens in venues outside social media, too. You’ve probably seen product information documents called “sell sheets.” Everybody knows they’re being pitched, all day long, every place they look; nobody likes to feel like prey. Why not call them “product benefit briefs” or something that doesn’t trumpet commercial aggression?