The trouble is that people have fallen so hard for the parlour trick marketing bull that some other players very successfully pull off involving using the word transparent at least 30 times in all comms and telling us things non stop for the sake of it which we don’t need to know, businesses in this arena are at risk of being unable to just get on with doing what they need to anymore, asking and receiving input from us when they actually need it. Every minute detail has to be presented to us these days for our approval.
It’s entirely my fault, not mine personally lol, but the horrific way comms and marketing wider has moved to this pretence of interactivity being the most important tool, when really its rarely that but just a way to bullsh!t consumers into loyalty. Look at BBC radio; the DJs are paid salaries of 250k, airtime runs to tens of thousands per hour, and every thirty seconds they’re “Tell us what you think: 81199 is the text number Have you got a story to tell? Call us and get on air!” Errr… no, i’m paying for this nonsense through my licence fee, YOU create the content for ME, don’t expect me to create the content i’m paying you to create. The same now how every other show ends up with social media content. When the show’s got a 500k an episode budget don’t start putting in Kylie Jenner’s latest instagram vid youve stolen, make your own content. But it’s all to pretend that they’re aligned to the end user to create a pretence of interactivity and gain consumer loyalty.
When they want our input and advice they should, and should be able to ask for it. But as i said before, this isn’t Monzo, we’re not shareholders, so they owe us no explanations for anything. If we don’t like it we’re free to take our business elsewhere. They share far more than they need to anyway for which i am very thankful, but at the end of the day what else is entirely up to them. If they think it will be helpful to get our input great, if not that’s great too.
I’m actually starting to feel really quite proud to be a Starling customer, i can see great things starting to happen here, of all the players in the race i think Starling could be the Tortoise, and we all know who won that race…