While sorting through my emails, I opened an email from my Coolhunter subscription.
I saw something cool… clicked on the image link to find out more info. Assuming it will take me to Coolhunter’s article, it brought me to:
The Victorian Tourism site! WTF?!
The average user will immediately close this window because:
a) its not what i’m after
b) I’ve been misled… which also says something about TheCoolHunter’s operations (which they’ve lost me as a subscriber)
c) and it’s not even contextually relevant!
With eMitch (the digital arm of Mitchell’s media buying group for the Vic Gov account) responsible for all things digital for Vic Gov media, I say a big bad slap on the hand for being LAZY and DODGEY media buying. Thou forgive me if eMitch was not responsible for this…. but this cannot be excused for who ever is responsible. Clients will undoubtedly be misguided that “Yep, I’ve hit my objective to deliver 10,000 people to my Lost & Found campaign”… though at closer look at figures such as engagement through time spent on site and page views per visitor will uncover this mask of deceit!!
And who’s offering these deals? Zookoda.com (*Incorrect)
A look at their click tracking url also reveals that the campaign manager is aware of this deal:
http://www.visitvictoria.com/displayobject.cfm/objectid.B4CF9147-8584-48C2-B85D1A20ED4DAB3C/
?utm_source=thecoolhunter&utm_medium=email_enewsletter&utm_content=top_leaderboard
&utm_campaign=lost_and_found_2008
DL you are assuming the client is an idiot with this piece - bad assumption.
by Ben on June 13th, 2008 at 2:39 pm
No. I’m assuming the client is not being led correctly by eMitch if they are the responsible agency.
by digitalee on June 13th, 2008 at 2:44 pm
“Clients will undoubtedly be misguided that “Yep, I’ve hit my objective to deliver 10,000 people to my Lost & Found campaign”… thou at closer look at figures such as engagement through time spent on site and page views per visitor will uncover this mask of deceit!!”
Well doesn’t the above comment assume the client doesn’t know about engagement and will be “misguided” by shallow reporting?
Sounds like me that it’s a trafficking error - the Lost and Found tile on Coolhunter is an ad.
Zookoda doesn’t look like an ad vendor either - it looks just like Feedburner - ie manages and distributes blog feeds/emails
by Ben on June 13th, 2008 at 3:04 pm
Hi sorry, just picked up your comment was sitting in moderation.
It is a possibility that the client can be easily misguided by shallow reporting. They will measure their campaign based on traffic first because it’s a metric they can account together with traditional media, such as reach. But Reach at a cost of Engagement?
I think the main issue is the execution of the email. Yes, it may be a trafficking error. I didn’t click on the Lost and Found tile but clicked on an image of the MacBook Air cover for more information. I was deceived into landing on Lost and Found site… the same feeling when you’re taken somewhere when you don’t want to be. Even so, the Lost and File Tile creative execution should also raise questions.
My thoughts are the fit and execution of CoolHunter for Vic Gov is not the best.
*Closer look at Zookoda is an email marketing application. Updated on the post and appreciate your correction!
by digitalee on June 16th, 2008 at 10:44 am