In The Headlights: June 12, 2019 Issue

In The Headlights

We’ve talked in the past about when automation isn’t always the right answer, around cost-benefit analysis. There’s another aspect that we haven’t addressed because of an assumption that I’ve seen become more and more unsound: that marketers know what they’re doing with automation.

This past week, LinkedIn rolled out arguably one of the most annoying features yet: the ability for people to send connection requests from companies. You may have seen these in your “My Network” tab: So and so invites you to like this company page. As soon as it was rolled out, the various bot-makers announced the addition to their software: “Invite all your first degree connections to like your page, 100 at a time!”

This is, by the way, expressly prohibited by LinkedIn’s Terms of Service, but based on my LinkedIn inbox, no one’s paying much attention to those rules.

Also this past week, I got connection requests that read like this:

Hi Christopher, always nice to connect with other gym owners!

and

_Hi Christopher,

I’ve been following your content here in LinkedIn, and I’m impressed thanks for sharing. I’d love to hear more about your work – Let’s connect on LinkedIn. Allow me to ask you a question: What is your biggest challenge in supply chain management?

many thanks in advance_

Whoever’s set up the bots for these marketers has no idea how targeting and automation work. Their targeting leaves a little something to be desired. (for the record, I do not own a gym, nor do I know much about SCM)

Did automation fail these marketers? Maybe. They failed to know anything about automation or worse, outsourced it to someone else who knows even less, or doesn’t care about accuracy. No matter how you slice it, automation is making these marketers and their associated companies look incompetent at best.

Automation is a methodology, in the same way that deep-frying is a methodology. If you don’t know what you’re doing, you may be setting yourself up to get burned. Do it well, or not at all.

The Bright Idea

This week’s Bright Idea is all about Instagram engagement. Back in the early part of this year, we put together a list of 3,637 Instagram Brand accounts to see how they performed. Well, we went back and checked in on engagement rates since then. If it feels like engagement has been dropping since early May… it has! How much has it dropped? About 20% in the last 45 days:

Instagram Engagement

Want to see the full-size version? Join our free Slack group, Analytics for Marketers, and grab the full chart showing 2019 year to date.

In Case You Missed It
Shiny Objects

Social Media Marketing

Media Landscape

Tools, Machine Learning, and AI

Analytics, Stats, and Data Science

SEO, Google, and Paid Media

Business and Leadership

Join the Club

Are you a member of our free, private Slack group, Analytics for Marketers? Join 300 like-minded marketers who care about data and measuring their success. Membership is free – join today.

Upcoming Events

Where can you find us in person?

  • MAICON, July 2019, Cleveland
  • Content Marketing World, September 2019, Cleveland
  • INBOUND, September 2019, Boston
  • MarTech East, September 2019, Boston
  • MarketingProfs B2B Forum, October 2019, Washington DC

Going to a conference we should know about? Reach out!

FTC Disclosure: Events with links have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them.

In Your Ears

Trust Insights Podcast

Would you rather listen to our content? Follow the Trust Insights show, In-Ear Insights in the podcast listening software of your choice:

Social follow buttons

Make sure you don’t miss a thing! Follow Trust Insights on the social channels of your choice:

Trust Insights on Twitter

Trust Insights on Facebook

Trust Insights on LinkedIn

Trust Insights on Instagram

Trust Insights on YouTube

Conclusion

Thanks for subscribing and supporting us. Let us know if you want to see something different or have any feedback for us!


Need help with your marketing data and analytics?

You might also enjoy:

Get unique data, analysis, and perspectives on analytics, insights, machine learning, marketing, and AI in the weekly Trust Insights newsletter, Data in the Headlights. Subscribe now for free; new issues every Wednesday!

Click here to subscribe now »

Want to learn more about data, analytics, and insights? Subscribe to In-Ear Insights, the Trust Insights podcast, with new 10-minute or less episodes every week.

Leave a Reply

Your email address will not be published. Required fields are marked *

Pin It on Pinterest

Share This