Wall Street Journal and misleading Google advertising
I did a search for "wall street journal" on Google to land here -
Wall Street Journal
www.wallstreetjournal.com Wall Street Journal Free Delivery & 8 Weeks Free
I clicked on the link to land here -
https://www.wallstreetjournal.com/Gryphon/jsp/retentionController.jsp?page=11223&S=63JSBK&psid=search
I filled in the registration information and clicked submit, and hey.. what do i get -
the offer is no longer valid!!!
This is atrocious. The landing page should have been different (and accurate), or I should at least have been informed of this before I added my credit card information.
This is what happens when companies run PPC campaigns with the help of agencies that "do not care" or are "simply negligent".
Whatever, it is - this experience was a big "dissonance creator" for a WSJ fan like me.
Marketing on the web is NOT EASY. There are multiple touch points that you as a marketer need to have control on. Just consider this - each minute (probably each second for a big name like WSJ) there are thousands of visitor interactions - and when someone is filling up the registration form and submitting his credit card info - its beyond just interaction. One goof up, and it creates a snow balling effect beyond what you might even dream of as a marketer.
These days - with internet adoption and usage being at an all time high - each negative experience with any single person dilutes the brand image (in however miniscule a proportion). This does not show up immediately as it is too small to impact a big brand , but such negative experiences add up to a big impactful force.
Online advertising agencies have as important a role to play as the marketers. They are getting paid to manage much more than just the marketer's campaign. They are the in-charge of managing the marketer's IMAGE - REPUTATION - BRAND.
I meet agencies all the time - who rave and rant about their new account wins, how they are coming up with new ideas to manage new business they are flooded with, how are cashing in on the internet gold rush...blah, blah, blah... not many-a-time have I heard them speaking about - "how they have worked with their EXISTING CUSTOMERS and delighted them with their passion - ownership and level of involvement.
Internet advertising is "DIFFICULT" - Period. When you advertise on the web, it's like getting into a "global brain- technology - process - war" .
You don't win wars if you rush in to fight with antiquated weapons - you just "get killed".
- Udayan Bose
www.wallstreetjournal.com Wall Street Journal Free Delivery & 8 Weeks Free
I clicked on the link to land here -
https://www.wallstreetjournal.com/Gryphon/jsp/retentionController.jsp?page=11223&S=63JSBK&psid=search
I filled in the registration information and clicked submit, and hey.. what do i get -
the offer is no longer valid!!!
This is atrocious. The landing page should have been different (and accurate), or I should at least have been informed of this before I added my credit card information.
This is what happens when companies run PPC campaigns with the help of agencies that "do not care" or are "simply negligent".
Whatever, it is - this experience was a big "dissonance creator" for a WSJ fan like me.
Marketing on the web is NOT EASY. There are multiple touch points that you as a marketer need to have control on. Just consider this - each minute (probably each second for a big name like WSJ) there are thousands of visitor interactions - and when someone is filling up the registration form and submitting his credit card info - its beyond just interaction. One goof up, and it creates a snow balling effect beyond what you might even dream of as a marketer.
These days - with internet adoption and usage being at an all time high - each negative experience with any single person dilutes the brand image (in however miniscule a proportion). This does not show up immediately as it is too small to impact a big brand , but such negative experiences add up to a big impactful force.
Online advertising agencies have as important a role to play as the marketers. They are getting paid to manage much more than just the marketer's campaign. They are the in-charge of managing the marketer's IMAGE - REPUTATION - BRAND.
I meet agencies all the time - who rave and rant about their new account wins, how they are coming up with new ideas to manage new business they are flooded with, how are cashing in on the internet gold rush...blah, blah, blah... not many-a-time have I heard them speaking about - "how they have worked with their EXISTING CUSTOMERS and delighted them with their passion - ownership and level of involvement.
Internet advertising is "DIFFICULT" - Period. When you advertise on the web, it's like getting into a "global brain- technology - process - war" .
You don't win wars if you rush in to fight with antiquated weapons - you just "get killed".
- Udayan Bose
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