The world's worst digital marketing advice - iMediaConnection.com
The basics
"Let's just send it to everyone."
I know that we all love to get an email from a company about a subject that's completely irrelevant to us. One of my male colleagues is constantly annoyed by a well-known clothing company that sends him emails all the time about women's boots.
Don't just send whatever you have to everyone on your list. There's a name for this: spam. Sure, the people on your list "opted in" to getting stuff from you, but if they knew that you'd be sending them irrelevant garbage, they probably wouldn't have been so willing to sign up. Do your homework and send relevant messages to your customers. Just because you can do something (and that it's cheap) doesn't mean you should.
"You should make a viral video."
This is one of my giant pet peeves. Maybe I can stop people from saying this once and for all right now. Here goes: You don't make a viral video. A video can become viral or "go viral." But it's not up to you whether or not a video you create becomes viral; it's up to us.
A video (or anything else) only becomes viral if people share it with others and those people do the same. There are ways you can increase the likelihood that your content goes viral, which I won't cover here. However, the No. 1 thing is to make content that's really good. Be honest: Would you share the video your marketing team just whipped up with your friends? No? Then why should I share it with mine?
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