23 Jun How much marketing is too much?
It is estimated that an average person sees between 1600 and 6000 marketing messages every day: that’s a lot to take in. It would be impossible for us to remember and absorb every single one of those messages and so if we are exposed to an excessive amount of marketing, our tendency is to ignore it.
This is worth bearing in mind when developing your marketing campaigns. With the relatively low cost of online marketing, it is easy for businesses to fall into the trap of quantity over quality. This mindset, however successful it may have been offline, is not accepted anymore by the online community. People want to be entertained, to see something that captures their interest and imagination, to engage in a marketing idea that stands out from the crowd.
When embarking on an online marketing campaign it is important to know who your target audience is. Websites and social media can give really useful information to businesses about who is visiting their website or buying their products, as well as where they are, when they access it, what their hobbies are, and even what site they were visiting before. This data means that businesses can design tailored marketing campaigns for specific groups of their target audience.
Different groups of consumers can react in varying ways to marketing campaigns; even the amount of information that they absorb can differ between groups. Age, gender, location and even education can be factors in your audience’s attention span and ability to take in what you are saying to them. This needs to be investigated before a campaign is devised to ensure that the right level of engagement is made to the demographic of people that you are targeting.
As we probably all know from experience, spamming can be worse than no campaign at all. If we receive incessant marketing messages from a company we’ve never heard of or have no interest in, we ultimately turn off and start to develop a negative relationship with that brand. Find the balance of reminding people who you are without starting to annoy them, and try to avoid marketing clichés that the general public are now trained to ignore.
Another factor to consider is the actual information you’re conveying; the shorter and more concise the message, the better, so a cleverly written phrase provides much more value and intrigue than a lengthy sales pitch. Draw people in, spark their interest then let them know where they can find out more: if they want to know further details, they will go and look for them.
The old idea that marketing values creativity is truer than ever today; sometimes the simplest campaign with the most ingenious idea at a low budget is the most successful. With digital marketing, more than ever the key to a good campaign isn’t about spamming or the amount of money that can be thrown at something: it is about being creative, understanding and engaging with customers. Social media has inevitably changed the way that online marketing is done, and by involving consumers in the brand, the marketing evolves organically.
There are tools such as opt-ins and outs, and unread email information which can show businesses if their marketing is too much. By using this information in conjunction with the demographic data from websites, businesses can market to the right people at the right time with the right campaign to get the best results for both the business and the customer.
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