Some might wonder why business is slow? Why are sales lagging? How come no one responds to the ads in the paper anymore? Marketing is a waste, right?
I remember this quote from somewhere:
"I'm absolutely sure at least half go my marketing budget is wasted...I'm just not sure which half."
This is what I understand about why marketing to the masses is a complete waste of time and money:
Over time, we as consumers have become so inundated with Choices that we don't have the Time to pay attention to everything. There is not enough time in the day to pay attention to all the mass ads vying for my attention. They are everywhere and they are generic so I tune out, everyone else does too...that is, unless they don't have enough going on in their lives.
If you want people to pay attention to what you have to offer then you need to be remarkable...OR get their permission. Instead of marketing by interrupting people, try marketing to people who are listening.
Recently, a company called Neenah Paper, a high-end paper manufacturer, discovered it was becoming increasingly difficult to attract new customers. Marketers at the company realized that conventional mediums like face-to-face meetings and phone conversations were not as prosperous as they used to be and they felt like potential customers were ignoring their efforts to attract new business. Sound familiar?
In this case, the marketing manager at Neenah decided to engage customers through social media. This was a good path to follow since it was observed that a majority of the company’s prospects were spending most of their day in front of a computer. Under his direction, the marketing department at Neenah began finding prospects by searching for keywords in Twitter and joining in on the conversations. They learned that social media is simply a more effective way of engaging with their prospects and one sales person expressed, “It’s an invitation to have a conversation. You’re getting permission to have a conversation—a conversation that used to only happen in person.”
Paul Hill, Ph.D.
I design, plan, and evaluate economic development programs for Utah State University.
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