Foxtel vs South Australia

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What appeared to be some clever marketing popped up on screen during the ads on the LifeStyle channel yesterday.

"Receive a free book on South Australia - press your red button now" appeared during an ad for the festival state.

I was then prompted to enter my email address.

I lost interest at HAM........ (well to be honest I got frustrated at having to use the Foxtel remote keypad to enter in the required 26 characters).

I know for a fact that both Foxtel and Telstra have my email address linked to this cable account, including my mobile, landline, business line, date of birth, my mothers maiden name, favourite colour and so on.

Therefore a simple 'press the red button and enter in your 4 digit pin and we'll send the book to your billing address' was all that was required.

Technology for technology's sake.

There's no excuse for putting these kinds of barriers up. The strategy is great but the technology hasn't been refined to ensure the transaction is fast and easy.

What's the point of having customer databases if you're going to ask people to repeat themselves? Aside from the annoyance it's impersonal.

I'm sure Foxtel is happy to sell targeted advertising techniques such as this, but marketers need to take a step back and look at it from the customers perspective. By this I mean having a brutally honest look.

Just because you can doesn't mean you should - test your strategy before you unleash it.

© Hamish Chadwick 2011