If you want your business to prosper, you’ll no doubt understand the need to market your products and services. Without getting your message out there, you won’t attract new customers. Investment in IT marketing services will pay off in revenue acquired from new business.
However, there’s a fine line between marketing which is relevant and informative to rev up interest and awareness amongst your prospects and simply bombarding them – call it ‘over-marketing’, if you will.
Effective marketing is all about targeting the right people at the right time. Sending email campaigns every few days with the same message, for example, will no doubt result in your communication becoming irksome to the recipient. You’ll risk sounding like a broken record and your audience will build up a resistance, becoming less receptive. In short, your campaigns will start to fall on deaf ears.
So what’s the solution? Well, it’s not an exact science, but the old adage of less is more is sometimes worth bearing in mind. What it ultimately comes down to is understanding your customers and speaking to them through the right channels.
Market research is important. Consider the lengths many supermarkets go to in order to understand their customers with their loyalty card schemes, allowing them to gain deep insight into customer spending and interests. Of course, you’re unlikely to have the multi-million pound marketing budget of such supermarkets, but you would do well to take a leaf out of their book by getting to know your customers, maybe via a survey or targeted telemarketing campaign.
“If marketers keep piling in too quickly without understanding the context and etiquette, all they do is perpetuate this idea of spam” – Thomas Brown, head of insights at the Chartered Institute of Marketing.
So rather than sending the same offer through week in week out, keep in touch with your customers with information they are likely to be interested in. Keep the message fresh to catch their attention. Make sure your offers are ones they feel that, if they are interested, they can’t wait around to take advantage of – offering the same incentive time and time again will lessen its value, meaning the sense of urgency is lost.
