Startups making too much marketing efforts to increase client engagement via promotional messages?

Open your eyes in the morning and check your phone, you will find fewer messages which are relevant to you like messages from your family, friends, business, etc. and rather you will see more push notifications, WhatsApp messages, emailers, etc. which are sent via bots just to engage you in their respective product promotions or a part of any advertising campaign. It seems that tech industry startups making too much marketing efforts to increase client engagement via promotional messages.

At times it happens that the startups use some creativity as far as promotional campaigns are concerned but it backfires on them resulting in something which was unexpected. Just for an instance – Startup giants like Flipkart and Ola have sent such promotional campaign messages which were not considered in good taste by the majority.

On women’s day, the “Discount on kitchen appliances for women” campaign by Flipkart, for which it had to apologize later and the other one like “8 Missed calls from Mom” campaign by Ola was considered shocking and was termed as “terrible” by many Ola customers because the headline triggered anxiety. This kind of promotional message was again sent by Flipkart also. It was also observed that some of these messages were sent based on the gender of the user and above that, the messages were a bit stereotyped.

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Many users on social media expressed their views on missed call campaigns that it could’ve been shocking for someone who just lost his/her mother in the recent past. This kind of advertising had been used in past as well but this trend should is not good and ethical. This is kind of a trap because when the user looks into the message tray, he will just see the message that may be shocking and put him in a state of trauma but when he enters the actual message he lands into an altogether different aspect of it which was specially designed to trap his attention so this type of creativity can be rather annoying for him.

Today, everyone is loaded with so many apps on their phones and each and every app needs your attention so in this competition of getting your attention and being a bit more eye-catchy than your competitors, few of the apps use these emotional and psychological traps or hooks and ultimately these companies may lose more as after getting such annoying push notifications many users turn off a notification permanently from that particular app. So as a promotional agency or a marketing campaign runner, we need to ask ourselves a question that are we Startups making too much marketing efforts to increase client engagement via promotional messages?