Soccer fans, sports enthusiasts or pretty much anyone who owns a TV knows the 2010 World Cup is well underway in South Africa. In addition to the amazing athleticism and intense displays of national pride, this World Cup will likely be remembered for another phenomenon – a three-foot trumpet-like instrument, the vuvuzela. If you’ve watched a World Cup match, you know the sound – something like a swarm of locusts that got stuck in a ceiling fan stuck on high speed.
We’re not here to take sides regarding whether the instrument is a traditional part of African soccer or a heinous ear-splitting nuisance – but we did see a parallel between the beloved (or maligned) vuvuzela and marketing automation. Think it’s not possible? Read on…
Last week, in response to literally hundreds of complaints, Britain’s BBC announced that it is exploring a way to give its viewers using digital service a mute button for the vuvuzelas. Sounds like a great idea, right? Viewers who like the vuvuzelas can enjoy the sound and everyone who doesn’t care for them can mute them.
But wait a minute…if viewers can suddenly, at will, mute certain sounds from their television sets, do you think TV show producers or advertisers will be very happy? Annoying commercials, theme music, TV hosts, etc. could be controlled with the click of a button. But that’s a topic for another day…back to how the vuvuzela debate relates to the concept of marketing automation.
It reminds us that people want to control what they see – they want to control their viewing experience, whether online, TV, their smart phone, etc. And that’s what marketing automation can help you do so well.
By communicating based on a viewer’s unique interactions with emails, web sites, blog posts, etc, a marketing automation solution can educate and qualify leads about what subject matter they find interesting. In turn, the viewer is not subjected to a myriad of communications they have zero interest in receiving. When executed properly, marketing automation can be like the proposed BBC mute button. Leads can listen to what they like and find interesting, but tune out the rest.
As an organization, you can track the ones who are “listening” and further qualify them. Those who don’t engage – who mute, or in this case, don’t interact with communications, can receive less attention. So grab your soccer spirit, vuvuzela, mute button and start automating!
