WhatsApp is a powerful marketing tool for Young Entrepreneurs. As mentioned in my previous posts, WhatsApp marketing can provide a lot of benefits to your brand, BUT IS IT EVEN ETHICAL?
Well, there are really a few things that will distinguish an unethical WhatsApp marketing campaign vs an ethical one. The morality of it will be based on usage, however there is a fine line between using it in an unethical manner and using it in an ethical manner. I think first, I should put a few terms into context, especially surrounding marketing to millennials.
Selective Attention - The process of focusing on a particular object in the environment for a certain period of time. Attention is a limited resource, so selective attention allows us to tune out unimportant details and focus on what really matters. http://bit.ly/2KUq9wV
Permission Marketing - The privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention. Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious and there's no way they can get their attention back if they change their mind. Attention becomes an important asset, something to be valued, not wasted. http://bit.ly/2Kh71YN
Selective Attention - The process of focusing on a particular object in the environment for a certain period of time. Attention is a limited resource, so selective attention allows us to tune out unimportant details and focus on what really matters. http://bit.ly/2KUq9wV
Permission Marketing - The privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention. Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious and there's no way they can get their attention back if they change their mind. Attention becomes an important asset, something to be valued, not wasted. http://bit.ly/2Kh71YN
So, let me explain the few things that will distinguish unethical WhatsApp marketing vs an ethical one. Wait sorry, it all boils down to permission!!!! Thats right, whenever a prospect invites you to their space (especially one where they spend most of their time like WhatsApp), how you treat that permission will determine if it is ethical or not. For example, if I invite you to my home, I am going to expect some amount to respect (given that I respect you) and its the same thing for WhatsApp Marketing. By sending out a truck load of broadcast messages and group messages promoting your business, you're creating an environment where Selective Attention will work against you and not for you because 1) You did not get the permission to send out so much broadcast, and 2) Even if you did, you're abusing the permission.
Well, what if you're doing it in your space and not theirs? Good question, a good example of this is status updates. By blasting out alot of content on your WhatsApp, Facebook or even Instagram status, you run the risk of making selective attention work against you even though its your space. The exception to this could be that your're posting fun/relevant content for your audience and they VALUE that content. Again, if its not fun and/or relevant and they don't find it valuable, then selective attention may work against you.
Well, what if you're doing it in your space and not theirs? Good question, a good example of this is status updates. By blasting out alot of content on your WhatsApp, Facebook or even Instagram status, you run the risk of making selective attention work against you even though its your space. The exception to this could be that your're posting fun/relevant content for your audience and they VALUE that content. Again, if its not fun and/or relevant and they don't find it valuable, then selective attention may work against you.
So is it ethical? you have the permission to determine that!! Until I get your attention next time or you're on my WhatsApp, "ttyl" .
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Quite an informative post Jahmone :). I must say, I never looked at broadcasting using my Whatsapp status as a bad thing as I thought individuals would see it as they skip through their friends status updates. Now that you have brought this to my attention I immediately recalled just skipping quickly passed some persons Whatsapp status updates (especially if they take awhile to load). Thanks for reminding me to add content that gives VALUE to my audience as well.
ReplyDeleteAppreciate your contribution. Broadcast or Status updates aren't really bad once used correctly, other wise selection attention will work against you. A good way to minimize that risk is through Permission Marketing.
DeleteThanks for the feedback
ReplyDelete