Has Crowdsourcing Gone Too Far?

Have marketers thrown in the towel on making decisions?

Specifically, I’m wondering:

Where is the line between using informed judgment to make solid, on-strategy decisions, and just opening the proverbial office door to say “Hey customer, you decide.”

Credit: Binghamton Mets.

Credit: Binghamton Mets.

The prompt for my contemplation is a re-naming contest initiated by a minor league baseball team in upstate New York.

It’s part of a business and brand overhaul initiated by new owner John Hughes, who purchased the Double-A Binghamton Mets (affiliated with the New York Mets) in December 2015. The team had been owned by a local group for 24 years. Continue reading

Shake My Head Marketing (Automation Run Amok)

Beware the unintended consequences of marketing automation gone awry.

Even one or two misdirected emails has the potential to threaten the customer experience and brand goodwill that your company has worked so hard to build.

For example, imagine my surprise to see this Planet Fitness email after I returned from the gym last night:

 

Planet Fitness - We Want You Back - 2

Wow.  Guess I was lucky to get in.

Continue reading