A couple of days ago, wrote this article:
How Important Is Seamless Marketing, and discussed the current biggest challenge that is imposing marketers:"Integrating and tracking multiple channels".
The challenge is real and felt by 100 Chief Marketing Officers. However, this is not enough because 100 CMOs are only a small number. There are quite a lot marketers maybe even CMOs out there who have not felt it.
Today I received an email newsletter from National Geographic for a campaign they called Field Expedition:Mongolia
And same thing happened!
They sent an email to me asking me to join their campaign. And the strange thing is they were asking for my email address!
Why can't they just let me be automatically signed in because I'm already one of their registered member and subscribed to their newsletter?
Or if they were worrying about privacy issue and wanted my approval before they sign me in, why can't they pre-fill my email address?
We are all well aware of that in the internet world, one more step means one more annoying obstacle that is keeping potential customers away from us.
Story was not ended here. After I registered (again), I was redirected to previous landing page. And guess what! I saw the big SIGN UP box still hanging out there!
And right above the box was my name. This was another big gap and frustration. And it could be very confusing.
Why join again? Didn't I just signed up?
Fortunately for National Geographic the immediate Call to Action was not sales. And fortunately NG has a big name. Supposedly NG was a nobody, I could have abandoned at any stage of the campaign.
The buzz is, how hard on earth is seamless marketing? Are we too big to care of this? Or are we too lazy? With the booming of technology, each part of the marketing mix has become more powerful than ever. However, seen as a whole, are we really that powerful and perfect?