Marketers love to capture people. That’s especially true in digital marketing. We always try to find new ways and traps to keep people on our site. We make it hard for people to leave the site, creating overcomplicated processes, filling phone menus with promotional messages, trying to up-sell people throughout the whole ecommerce check-out process.
We act like jealous lovers, afraid that if they leave us they will never think about us again. It’s become so hard and expensive to get the attention of people, once we have just speck of it, we never want to let go. Often people just want to get something done and then move on. They don’t want interaction, experiences or anything that prevents them from getting on with their lives. Think Redbox, ticket machines at a Subway, a soft drink vending machine.
People are feeling overwhelmed with all the information bombarding them all day long. Somebody tells them about a new luxury car: They just want to read a quick summary. They don’t want to test drive it, they don’t want to request a quote, they don’t want to get re-targeted all day. They wanted information, they got it. Thank you very much. Let me get on with my day.
You’re walking a fine line when you constantly remind them of your presence. You might become the annoying guy that talked to a girl once and now thinks she’s in love. She might fall for him one day but not if he badgers her with messages, love letters and other reminders of his presence each and every day. Or, even worse, traps her, making it hard for her to leave.
Real relationships are patterns of mutual investment. You invest in me. I invest in you. If all investments come from one side, you don’t have a real relationship. You have an imaginary relationship.
Next time you invest money in capturing, trapping and locking people in, ask yourself: Would you want to be treated like that? By anyone? Or would you want companies to invest in relationships of mutual respect? Based on a basic understanding of human desires, needs and mutual value exchange. (While writing this, I couldn’t stop humming “Free, free, set them free.”)