madtm

digital marketing, experience, automation, developer

spam comments – what is their true value

Why do spam comments keep hitting my blog? Are they getting responses? They must be, or I wouldn’t receive the spam in the first place. As a marketer, do i want the spam to stop? Yes… errr… maybe?

I understand marketing. I even know the fancy acronyms like ROI, SEO, ASAP (sigh), and EOD vs. EOW. Marketing industry smarties like Seth Godin, SEOmoz, marketing sherpa, etc. say you should be happy with a low response rate. The very diluted average is 1-3%. I based this off of my personal experience, a swath of marketing studies, and a WAG. Using this WAG, if I send out direct advertising to a list of 100,000, I should expect to receive 100-300 responses (did i get that right? i always mess up the decimals).

For the record the 1-3% is an average response rate (and i’m sure this number will change once i post this). The average is determined by factors such as industry, advertising vehicle, brand recognition, etc. And it’s always debated. I found a way-back-Marketing Profs forum enlightning.

Someone dared to ask “Hi, does anyone know what the industry average response rate for direct mail AND email campaigns in the high-tech (B2B) space?” The answers are all over the place. In fact it’s quite humorous considering their post was back in 2005. Would they dare ask that question today? But i’m getting way off point, sort of.

So i receive spam comments. I’ll assume they spam not just me but thousands of blogs. Does the spammer assume they’ll get a 1-3 responses per 1000 spams sent? Or maybe the scarier question is in fact, do they get responses? I assume they do, or they would have stopped spamming me.

Now bear with me, as I take this thought process one-step further. What happens when the spam stops? Before you start cheering (especially those of you in the ad industry), think about it. Wouldn’t that mean that advertising is next? In a way, spam is a metastatic form of advertising. It’s annoying, inbox-filling, and virus-laden, for sure. But it’s a form of direct-marketing advertising, nonetheless.

With that i guess i’ll keep hoping for spam comments to hit my blog, bots to follow me on twitter, and ever-stranger spam to fill my inbox. I’m afraid of what would happen if it stops.