We all have things that we find unjustly irksome. Like when someone sits right next to you on an empty train, poorly made cups of tea or slow walkers – just a few from my extensive list.
Marketing is no different. While some marketing tactics are bound to be annoying from a customer’s perspective, when us marketers pick up on something bothersome on a customer journey – oh boy, does it bother us on a visceral level.
Here are a few of our top digital marketing pet peeves:
- Automated social
We didn’t connect with you to receive a ‘sales pitch in a can’ in our DMs, if anything it makes us want to un-connect with you. Nobody has the time to personally message everybody who follows them, but if you messaged just a few of them with meaningful personal messages we can guarantee they’d appreciate it a lot more than the spray and pray auto-message which is probably still sitting unread in their inbox.
- Lightbox-happy websites
Repeat after me: Not every page needs a contact form. We know they’re a fun and awesome way to get signups, but abuse them and your bounce rate will go through the roof.
- Poorly triggered lightboxes and pop ups
You know what’s worse than excessive lightbox forms? Badly coded forms that pop up too early, too late or too often. Or even worse, broken forms that sit oddly on the page so that you can’t find the ‘x’ button. Don’t do it guys, it’s just really disruptive!
- Overzealous ads on articles
You know the ones that take up your whole screen for a whole 5 seconds? Awful. They’re the Youtube pre-roll ad of online magazines. Or how about the ones where you’re asked to answer a questionnaire before you can read the rest of your article? Be reasonable people, do you WANT your content to get seen?
- Clickthrough galleries sandwiched with ads
We know it makes you money every time we click “next page” only to find an annoying ad, we also know you that you know that we really want to find out what’s in the rest of your article so will begrudgingly click through regardless. Well-played…but still really annoying.
- Non responsive websites
If the only thing that takes longer than your website’s load time is me trying to zoom in and out on the nav bar to be able to click on a tab – you may have a problem. It’s so important to ensure your website is mobile friendly guys, after all 66% of Gen Y prefer to shop on their mobiles.
- Shoddily triggered sales emails
If we’ve had a conversation about your product and I then receive an email trying to sell me that product all over again a few days later, something isn’t quite right there. People, not just us grouchy marketeers, have such low tolerance for repeated or unnecessary comms that it could end up undoing all the hard work you put into your pitch.
- Stealthy unsubscribe buttons
Making people play a riveting game of “Where’s the Unsubscribe Button” is a bit underhand and you could actually land yourself in hot water if someone reports you. We get it, you don’t want us to leave but clinging on to your audience by taking away their choice not to receive comms from you isn’t okay.