Today I read a headline: “As Digital Options Dry Up, Marketers Turn Desperate” , a very telling choice of words by the author of the homepage cover story at businessesgrow.com and reffers to the new controversial Marketing Platform offered by Snip.ly.
I immediately took issue with Schaefer’s words “As Digital Options Dry Up“, I mean REALLY? What planet is this guy on?
Do we not have more options than ever regarding digital marketing?
The second half of Scheaefer’s headline “Marketers Get Desperate” is a sad interpretation of the motives and efforts of some of today’s top marketing companies such as HubSpot, Deloitte, and Salesforce, who are all using Snip.ly to present a “call to action” along with the content of a competitor.
Comment after comment show that Scheaefer’s readers all agree with him and I only found a couple of people who had the guts to call him out on this case against Snip.ly.
Below is my reply to one of the comments, which was moderated and now “Pending”. Since they wouldn’t post my reply, I will post it here. My comment is a reply to someone who wrote 3 or 4 paragraphs about how Snip.ly is illegal, a threat to his business.
As submitted by me to businessesgrow.com:
What am I missing here? How is Sniply any different than Twitter, Facebook, or Pintrest. If I want to include an article from the Wall Street Journal in a social media post, I can do so in many ways (via any social network THAT I BELONG TO). Whatever, and however, I do this is up to me and I am only limited to the functionality of the social platform I am using. When I create tweet on twitter, a post can be created using an image of any website or any featured image within a specific article, which is then all packaged up and presented within a box that is branded in my Social handle. Where the links in that post take the user to, is also up to the author of the post (check before you argue this).
The ads you see when an author uses Sniply are only seen by taking the user to a webpage located on the Sniply domain and you will never see someone else’s ads on your website if they go directly to your URL. While it appears that you have “hacked” a competitor, it is actually just an organic presentation of a social post using any website as the background for your call-to-action – just like a tweet with your 128 word headline!.
Think of the Sniply banner ad as being your 128 word headline on Twitter just presented in a different way. If a picture in your tweet (or screen capture of a WSJ article) was scrollable or dynamic and you could actually read the article without clicking “into” the post, Twitter would be the exact same thing as Sniply. So, until the courts make a public decision regarding framing, or someone makes the correlation between duplication of content and how Sniply renders your content in a dynamic page reference, this technology will remain at the cutting edge of marketing tactics. Used properly, it can be a very effective way to make a point with your audience.
So, why is everyone focused on why it should be illegal, instead of exploring ideas of how we can use it to build our brands and enforce our moral values. How many of you are worried about your websites being exploited by your competitors? Are they that much more advanced than you are regarding bleeding edge marketing tactics that you are scared right now? I doubt it.
So figure out how you can use this technology to your benefit, or get left in the dust by those who know that these new platforms which are controversial, will offer the highest ROI for a very specific time-period in their lifecycle. By the time you prove your point about moral acceptability, or legal/not legal, all value regarding ROI for your business will be average at best. The same people who are fighting this, are the same people who are complaining how hard it is to get good ROI using Facebook Ads.
I joined Snip.ly today, called my competitors and got two of them to join as well. We are running ads in a collaborative effort with each other and a Snip.ly rep. (a friend) Together, we are exploring the platform and for ways we can all benefit by cashing in on the “early bird” ROI that Snip.ly will see at it’s peek acceptance as a marketing platform (if it survives).
Notice the URL in attached image is not WSJ, but a Snip.ly Domain