What to do when traditional marketing fails you

flynkael00

According to Forbes.com researchers, display ads don’t work. In fact, only 0.1% of them are ever clicked on. So why do we keep using them? Why did ComScore’s Digital Future in Focus report for 2013 find that 5.3 trillion display ads were created in the U.S. alone that year?

All marketing is losing effectiveness

Well, for one, almost all types of marketing are seeing a slump in their effectiveness. Direct mail and email marketers often see their hard work headed to the trash (in the cyber world or literal world) before a pair of human eyes ever looks at it. And television commercials are either ignored (as Millward Brown Digital reported that 78% of consumers access second screens while watching TV) or bypassed when people stream their shows online.
Brian Walker, the Chief Strategy Officer at Hybris Software, said that a major mistake marketers are making in the face of these challenge is to “’do more of it’ rather than do it smarter.” They aren’t taking into account clues their own customers are giving them about how to market more effectively.

Listen to customer browsing clues

Walker’s suggestion is to listen “to the signals generated by browsing and researching behavior each customer is giving us on their journey to a potential purchase.” By using analytics and changing fundamental habits, marketers can target their audience more effectively by giving them what they want.

It doesn’t take a genius salesperson to realize that presenting a customer with exactly what they’re looking for is a good idea. But instead, some marketers get stuck playing 20 questions with their customers, overshooting or under-reaching until customers leave in a huff, hoping to find a different brand with better navigation and customer service.

Brian Walker is a big fan of audience segmentation, but warns that trying to tackle a hundred different segments and personas at once is too big a job. An excellent email marketer told him once, “A human being can only build and target with eight customer segments at any given time.”
So the trick is to combine mass advertising with individualized marketing. Since it’s not possible to have a face-to-face conversation with every online customer, it’s the best means you have of attracting and keeping their attention.

Marketing News brought to you by ClickToCallMarket .com
Source: forbes .com/sites/brianwalker/2015/03/30/32/


Tags: traditional marketing, commercial, display ads, marketing, email marketers, direct mail, marketing mistakes, audience segmentation, mass advertising

kaloshma

Okay those are some very deep words and I am higly impressed by the author.
I mean!!! every blogger out their want to just slap a display advert just to make some fast money.

This is making the ad placement as expremely saturated, thus.

What i suggest is full scale social media marketing.

fearghalcotter

kaloshma wrote: »

Okay those are some very deep words and I am higly impressed by the author.
I mean!!! every blogger out their want to just slap a display advert just to make some fast money.

This is making the ad placement as expremely saturated, thus.

What i suggest is full scale social media marketing.

Social Media Marketing, one of the buzz terms of the decade which has led to many companies recklessly spending fortunes for little to no return in a lot of cases. Deciding to go with SMM alone is putting all your eggs in one basket. The first major steps should be to define customer, develop a marketing message targeting this customer, decide on budget and then investigate a range of avenues within this budget.

It depends on a variety of factors such as company size/location and that of their would be customers. If the business supplies to the locality, advertising solely on SM could potentially completely miss the targeted audience, might not follow or like the company online due to an overcrowded marketplace. Whereas one well placed sign/advert on local radio/attendance of business expo could reap much greater dividends, hitting a much larger portion of the customers who are within your Ideal Customer Demographic.

I am not against SMM, but one should not dive right in with the anchor of ignorance. It is not a simple recipe for success as is much heralded. A successful recipe would be to arm yourself with knowledge with the application of hard work and time. And don't gamble all your eggs (Budget) in one basket!