
Educated but easily fooled? Who falls for misinformation – and why
The rapid spread of online misinformation has become a significant risk for businesses, brands and wider society. Why do people fall for it?
MARKETING CAMPAIGNS
By our News Team | 2023
Survey finds people spend a month of their lives waiting for call centre agents to pick up. So insurer unveils ‘#StopHoldMusic’ campaign.
Call centres … are they a boost to customer service or merely a cost-saving blight on the marketing industry? Most consumers will likely opt for the latter, while CMOs will tell you it’s the former.
Seeking to capitalise on the widespread public antipathy towards call centres, South African-based online insurance platform, Naked Insurance, recently unveiled a campaign called ‘#StopHoldMusic’.
Photo by Moose Photos from Pexels
According to a survey done by Naked, the average consumer spends around 15 hours each month speaking to a call centre for personal admin, which adds up to 31 days over their lifetime.
In other words, a full month of your life spent listening to dreary elevator music and seemingly endless “your call is important to us” messages while holding for a call centre agent.
“Consumers increasingly prefer the control and convenience of managing their lives using online platforms. Yet it’s impossible for them to avoid phoning a call centre at least once or twice a month – whether that’s to follow up on a tax query, update their details with their bank, or to buy insurance,” says Ernest North, co-founder of the company.
Younger generations are impatient
“People of all ages are tired of listening to call centre hold music, but younger generations are especially impatient with call centres.”
Naked’s says its survey of almost 2,000 consumers found, among other things, that:
Following on from these results – and to promote its own digital-focused offering – Naked has launched a series of fun video clips and social posts to ‘#StopHoldMusic‘. The campaign imagines an alternative universe where hold music is the new rock ‘n’ roll, and fans get excited about:
“This campaign will resonate if you’ve held on for an agent for hours while listening to the same song on loop,” says North. “The good news is that efficient digital channels are rapidly becoming the norm.”
The rapid spread of online misinformation has become a significant risk for businesses, brands and wider society. Why do people fall for it?
Issue 4 2024 of Strategic Marketing for Africa, the magazine for deep-thinking industry professionals, provides latest in-depth insights.
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Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.