So as no-cost marketeers for a megabillionaire’s empire, what did charities like mine give away? … They ended up making all these grassroots charities into a referral source.” A marketing consultant quoted by the New York Times called it “incredibly clever and incredibly effective in bringing in new customers. When donors signed up to give AmazonSmile donations to the theater company, we gratefully took the money.īut I think about the words of my Ukrainian colleague - or, as is often said of social media, “if you’re not paying for the product, then you’re the product.” AmazonSmile was not so much a charitable-giving program as it was an advertising scheme in sheep’s clothing. “Give us some of Amazon’s money” is not an especially hard sell. There were no awkward phone calls or patiently repeated elevator pitches explaining our mission, vision, and values.
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