Marketing History: A Present Day Success

Front Door
The Marketing industry has dramatically changed over the years. With new advances in market research and technology, marketing has taken a new spin, allowing it to generate all new avenues for clients and marketers alike. Even so, door-to-door marketing has been able to withstand the hands of time proving over and over again that sticking to the very foundation of marketing proves to be the most efficient way to grasp the attention of the consumer, making marketing history a present day success.

Beginning with the early 1900s, marketing has become a topic of discussion as it sprung upon the general public as a means by which to generate data to increase client revenue. In fact, “The idea of what later was called market research became endemic to the period between 1910 and 1920,” (Lockley 733). From this time forward qualitative research became a new means of market research for marketers. A man by the name of “George B. Waldron was doing qualitative research for Mahin’s Advertising agency around 1900. Harlow Gale, at the University of Minnesota, was using mailed questionnaires to obtain opinions on advertising in 1895 and in 1901, Walter Dill Scott undertook a program for experimental research on advertising for the Agate Club of Chicago,” (Lockley 733). Market research by the means of questionnaires was just the beginning of market research. It was the only way to get data and statistics for the time period.

In 1911, a man by the name of Curtis Parlin changed marketing research through his new techniques and ways of study. Parlin’s studies “were studies of marketing structures of industries—broad in their sweep, yet affording guidance where none had previously been available,” (Lockley 734). Parlin “built up a tabulation of the volumes of sales of department stores in cities of 54,000 and over—a tabulation sufficiently accurate to withstand considerable checking,” (Lockley 734). By studying not only the industry but also the volumes of sales, Parlin was able to increase revenue for his clients in the same way that door-to-door marketing does so for their clients as well. This was the foundation of market research at its best.

Since the early 1900s, there have been many changes in marketing and market research as a whole. It can be said that, “over the decades, the marketing discipline has experienced changes in terms of its dominant focus, thought, and practice,” (Kumar 1). Marketing has continually changed as the consumers have developed new ways of communication and as technology has advanced. These new changes have called “for a complete integration of marketing activities with business functions and creates opportunities for marketing scholars whereby research studies must now consider not only the marketing function but also its interface with other business functions,” (Kumar 4). Whereas before, marketing was strictly done so on a door-to-door level, marketing has become a multidimensional industry.

In recent years, social media has become a major part of the marketing industry. Marketers have found that “media usage patterns have undergone changes over the years. Specifically, the variations in customers preferences toward media channels have increased: people are spending more time on interactive media (interactive television, pure-play Internet and mobile services, and video games) than on traditional media (radio and print),” (Kumar 4). Even so, media cannot withstand the very foundation of market research. Advertisements via media only capture the consumers’ attention for a moment or two before it is quickly forgotten. In addition, consumers are bombarded by so many advertisements all at once that it is easy for an ad to get lost among the crowd.

Another form of marketing that has developed over the years is that of telemarketing. However, telemarketing has proven itself to be problematic especially “now that a nationwide do-not-call list makes it impossible to reach millions of potential customers, some U.S. marketing companies are returning to an old-fashioned alternative: door-to-door salespeople,” (Reeves 7). Although this form of marketing was once effective because the consumer had no choice but to answer a phone call, advanced technology, caller IDs, and blackout lists have made this sort of marketing inefficient for marketing firms. Hence, marketers are returning yet again to door-to-door marketing to achieve their campaign needs.
Email, yet another form of inefficient marketing, is still out and marketers are slowly learning that it is proving itself to be another lost cause. While some marketing firms still choose email as a means to advertise, this form of advertising can be frustrating and incompetent. For the most part, “unsolicited email annoys most computer users, and improved spam-blockers makes the tactic less effective. And it’s hard to persuade customers to visit a company’s Web site,” (Reeves 7). Although it is true that we live in a technology-based society, it is still difficult to drive consumers to company websites. Unwanted emails can be a disturbance to consumers and can easily turn them off. If a consumer receives an unwanted email, it is easy for that advertisement to be sent straight to the junk, spam, or trash box.


While technology-based marketing can be costly, door-to-door marketing can be an alternative for those looking to keep a low budget campaign. In fact, “door-to-door leaflet distribution is not only an extremely effective form of marketing, but it is also very cost efficient,” (Greener 30). While some companies chose to spend top dollar to get the latest and greatest technology based marketing campaigns, they fail to realize that the most efficient and cost efficient ad campaigns are right at their fingertips. Door-to-door marketing offers an inexpensive way of delivering direct advertising to targeted audiences.

Door hangers are showing that door-to-door marketing is proving that getting back to basics is the way to go. Statistics show, “as many as 79% of recipients keep, pass on or glance at leaflet distribution items, 38% keep it for days, while 13% retain it for a week or more,” (Greener 30). The longer the advertisement stays in a homeowner’s home, the higher the likelihood that the consumer will react to the campaign. With door-to-door marketing, “every household that is targeted by your leaflet has the advert viewed,” (Greener 30). Whereas other marketing campaigns are given a simple glance, door hangers are kept for longer periods and are proven to be kept for longer periods of time, thus further increasing response rates for the marketing firm and client of interest.

It is easy to get blinded by what is shiny and new. Everyone wants to be a part of the latest and greatest in technology to advance their ad campaigns, but what they don’t realize is that the foundation of marketing rests in the very basics. There is no need to mess with impersonal advertisements. The general public now seeks a personalized approach. Parlin and Waldron in the early 1900s had it right when they stuck to door-to-door advertising. Reaching their clients at their doorstep was the key to success and could be the key to your success as well. It’s time to stop looking for the new approach and stick with the foundation that works: door-to-door marketing.

Works Cited:
Greener, Robert. “Door Dropping Efficiency.” The Journal 1.1 (2012): 30. Newcastle Chronicle & Journal
Ltd. Web. 8 Nov. 2015.
Kumar, V. “Evolution Of Marketing As A Discipline: What Has Happened And What To Look Out For.”
Journal Of Marketing 79.1 (2015): 1-9. Business Source Premier. Web. 10 Nov. 2015.
Lockley, Lawrence C. “Notes On The History Of Marketing Research.” Journal Of Marketing 14.5 (1950):
733-736. Business Source Premier. Web. 10 Nov. 2015.
Reeves, Scott. “Door-to-door Sales Making a Comeback: Do-not-call List Curtails Marketers’ Efficiency,
Spurring Companies to Revive Old-fashioned Approach to Reaching Potential Customers.” The
Gazette (2003): 7. CamWest Interactive. Web. 8 Nov. 2015.

Door-to-Door Marketing: Getting Consumers to Step

Screen Shot 2015-11-25 at 7.48.40 AMBuy this! Clearance Sale! Lowest Prices of the Season! We’ve heard
and seen it all. Ad campaigns aimed at getting consumers to come into retail stores to get the best deals. With the ever-shifting economy, retail stores are struggling to keep sales up and are looking for any means of generating new sales even if it means losing money on lower cost items to drive clients to the door. However, there is one solution to this that could be highly successful with very low cost and less overall revenue loss: door-to-door marketing using door hangers.
With the introduction of the internet, many retailers are struggling to get consumers to even step foot inside their doors. Consumers have no motive to be physically present when everything is readily available at their very fingertips through the internet. In order for retailers to continue to generate sales in-store, they must find a means of creating a motive for consumers to come into their establishment and make it worth their time. While the internet may offer convenience, it is not personal. The general public still craves face-to-face interaction. When consumers enter a store, their buying experience suddenly becomes a personal experience. The very essence of this personal experience is that it creates a means by which to generate a great rapport and thus creating loyal consumers who will likely continue to visit these retail stores regularly.
Internet sites like Amazon have made a big impression on the downfall of retail stores. For some consumers, “lower prices at Amazon could be especially effective in the current environment because the recession has made shoppers more cost conscious. Consumers continue to spend more time surfing the Internet and younger, Internet-savvy shoppers are gaining income as they age,” (Jannarone 1). Many internet companies take advantage of the fact that their stock is much larger than retail stores. However, there are still some aspects in which internet shopping proves to be undesirable for the consumer. While the consumer has the convenience of buying right from their home, they are still stuck with shipping costs and sometimes even significant long wait periods. Retail stores offer products that are readily available at any point in time.
With so many ad campaigns running on the internet, television, and social media, it is easy for consumers to ignore or lose track. It seems as though, “today’s distracted consumers, bombarded with information and options, often struggle to find the products or services that will best meet their needs,” (Davenport 84). It is important to note that to run a successful ad campaign, the right data and information must be gathered in order to reach targeted audiences. Through the method of data analytics, companies can target “individuals with perfectly customized offers at the right moment across the right channel [and] is [the] marketing holy grail,” (Davenport 870). Target data is the way to go in order to get higher response rates. Door-to-door marketing firms offer this type of data analysis. Therefore, door hangers can be easily customized and created in various versions and forms to attract different consumers and demographic types.
Through data analytics, door-to-door marketing is able to generate information about consumers’ buying habits and also their likelihood to respond to certain advertisements. It is important that companies wanting to successfully run a door hanger campaign, “incorporate data on customers’ responses in follow-on offers,” as well as “formulate rules of thumb for designing new offers that are based on the performance of previous ones,” (Devonport 88). Door hangers are a great way to incorporate specials and offers. However, in order to do so, companies must understand the steps it takes to make these offers work best for them. This “involves four steps: defining objectives; gathering data about your customers, your offerings, and the contexts in which customers buy; using data analytics and business rules to devise and execute offers; and, finally, applying lessons learned,” (Devonport 87). First and foremost, a plan must be set into place. The retail store must have set goals and projections for their marketing campaign. Once that plan is set into place, data analysis through the means of marketing firms will help gather all the appropriate data needed to not only run the ad campaign, but to improve their strategies with customized offers according to the targeted demographic audience.
Although the internet shopping has been the source of much of retail downfall, retailers should not be discouraged. Incorporating door-to-door marketing in their ad campaigns could help generate the right responses, continued clientele growth, and loyalty. Door hangers reach the consumer right at their doorstep offering an advertisement that simply cannot be ignored. Thus, response rates are likely to increase as consumers receive door hangers customized to fit their needs and offering a greater incentive to jump off the internet shopping bandwagon and step right up to retailers’ doorsteps.

Works Cited:
Davenport, Thomas H., Leandro Dalle Mule, and John Lucker. “Know What Your Customers Want Before
They Do.” Harvard Business Review 89.12 (2011): 84-92. Business Source Premier. Web. 20 Nov.
2015.
Jannarone, John. “Retailers Struggle in Amazon Jungle.” Wall Street Journal – Eastern Edition 22 Feb.
2011: C8. Academic Search Premier. Web. 20 Nov. 2015.

Sometimes It’s Better to be Alone

Print

Making a Grand Entrance for Your Grand Opening

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Grand Openings can be stressful and hard to plan as they involve a great deal of advertising and planning for months on end.  With the stresses of the business itself at stake, the grand opening must come forth with a bang.  Businesses look to advertising agencies to help set just the right campaigns to bring forth as much clientele as possible.  Their goal is to get the business’ name out to the community as fast as  possible and to create a hype so grand that people will quickly flee to the grand opening to see what all the fuss is about.

A grand opening consists of welcoming clients to the very doorstep of the business and to lure them in.  Marketing campaigns such as door-to-door advertising further develop this idea as they bring the very notion of business right to people’s very doorstep.

Door hangers as a sense of advertising for grand openings work for a variety of reasons.  They can be utilized to announce the business’ very existence.  Presence alone can be hard to announce.  Door hangers allow a means by which to announce that a business has been created and will be opening in the near future, thus creating an awareness in the community. The goal is to avoid an unannounced grand opening and “To prevent your new franchise location from becoming yet another failed business statistic, it’s important to tackle the grand opening with advance planning, digital ingenuity and local relevance,” (Bowyer 38).  Without an announcement, individuals might not ever see or hear of such a business until months later or by hearsay.

Grand Openings also create a great way of announcing sales and what better way to advertise this than on a door hanger.  With companies who can customize door hangers size, look, and text- it’s the perfect way to get a buzz going about the business that is about to open. Promoting a sale could be a great way of putting the customer first.  Do just that by putting;

“The individual needs and wants of your local customers at the center of your offer- wherever they might see your business, whatever devices and channels they research and buy, and even the types of content and ads that are most likely to influence them to come in-store to browse and, if you’re planning this right, buy items repeatedly (Bowyer 38).”

It is important to note that allowing the customer to be the center of a marketing campaign can prove to be a highly effective marketing strategy.  In addition, when joined together with door-to-door marketing, the door hanger’s design could be crucial to the suspense and element of surprise it adds to the grand opening itself.   Make sure to “write, design, promote and optimize your content with the mindset that your customers’ local needs always come first,” (Bowyer 38).  Individuals always want to feel that their needs are being taken care of and always want to be amidst anything new and trending.  A fresh perspective and new business adds an element of excitement.

While sales are a great way to announce the grand opening, coupons are another great way to advertise the new business as well.  This can also be easily incorporated on the very same Grand Opening door hanger announcement. One must stop to question, “Is the offer of 20-percent-off the first visit strong enough to convince them to head over to your store on grand opening day?” (Bowyer 38).  If that percentage is not good enough, the marketing campaign or even future planning needs to be thought out further.  Through these coupons and discounts one might question, “could you convince them to return for a second, third or even a fourth visit with the promise of a discount?  These are just a few questions you should ask to make that offer compelling and irresistible enough to consider buying from your store over and over again,” (Bowyer 38).  Coupons give future clientele a reason to believe they will be getting a good deal that they simply cannot miss out on.  Adding the element of the “Grand Opening Event Sale” only further increases this idea that these deals might be a one-time deal.  Thus, coupons and sales announced in these advertisements can be a creative way of generating greater revenue and a higher response rate.

Giveaways are another great marketing tool at these Grand Opening events.  These giveaways can also be announced directly on the door hangers themselves.  People love to get anything that is free.  Announce a raffle giveaway to create an element of excitement.  This will get people wanting to step foot into the business for the simple fact that they might just have a chance of winning a prize.

Giveaways work but what better way to welcome someone to your business or make someone feel at home than to offer them food?  Just as one might find a friend at their doorstep and welcome them in for lunch or dinner, free food works as a great way of bringing in clients.  Yet, another element to add to the marketing campaign.

When running Grand Opening campaigns it is important to note that marketing companies must track all data.  In order to better understand the target audience, marketers must first gather this information from business owners so as to create a successful campaign.  In addition, all data in terms of where the door hangers were sent and the response rates, must be closely analyzed, as these will help in future advertising campaigns.  Grand Openings create a means by which to create new clientele but in order to keep those clients and expand clientele, the data gathered from these campaigns must be kept so as to further appeal to these clients in future ads.

Grand Openings should be just that- Grand!  With these marketing techniques and a few new door-to-door ideas, your new business should open with a bang! Know your market, create offers people won’t be able to deny, bring them right to their door step with a door hanger campaign that will leave them coming back and forth from their door step to yours, time and time again.

 

Works Cited:

Bowyer, Tracey. “Four Steps To Nail Your Grand Opening Marketing

Strategy.” Franchising World (2015): 38-39. Business Source Premier. Web. 28 Sept. 2015.

 

 

Front Door Marketing Outlasts Internet Era

A Long day at work and you come home to a pile of mail full of ads that you probably won’t even give a second look at before throwing them away with the rest of your trash. There’s no appeal. Nothing to catch the eye.

That’s where Power Direct Marketing comes in with its powerful front door marketing strategy. Surely this is not a new idea but even so, front door marketing has proved to be very successful for a number of reasons and here are just a few to consider as oppose to other forms of marketing.

1. With the explosion of the internet over the last decade, advertising via social media has become crucial for many companies. Yet, these ads prove to be nothing more than a nuisance to consumers and are often ignored. The consumer of today has been exposed to so much of this type of advertising that they have learned to either blur or block out these ads as if they don’t exist.

2. Email blasts: this type of marketing ends up in our “junk mail” box and if it happens to make it through, individuals are more than likely to delete the email. Bombarded by the ridiculous amounts of direct ad emails received per day, there simply isn’t a way to stand out.

3. Power Direct offers a service through which your printed materials are specifically designed for each set market, client, and industry. The front door marketing programs are made uniquely to fit the demographic of the region in which they are to be distributed.

4. Unlike email or regular air mail, front door marketing simply cannot be ignored. Front door marketing does stand alone. They stand out and whether the homeowner chooses to admit it or not, they must acknowledge their presence. At the very least, the door hanger is given a glance, which is more than can be said for ads placed in mail.

5. Similar to when an individual misses a package delivery, front door marketing material is hung on the door. Individuals are more likely to read them.

With all options considered, front door marketing is still a very powerful marketing tool. Power Direct offers distribution across the country in various quantities for your marketing needs. In an era where the internet has become everyone’s favorite marketing game plan, take a different approach and watch your sales increase as the results of front door marketing work for you as they have for all of our valued clients.

Direct Delivers Results

Living in a world of media overload, Front-Door Marketing campaigns can generate impressive results.

The Direct Mail Association (DMA) 2013 Factbook reports that 65% of consumers have made a purchase as a result of direct mail.  Moreover, Direct Mail News announced that the average response rate for direct mail was 4.4% for both business-to-business and consumer mailings – quite a bit higher than industry expectations and significantly greater than its electronic mail counterpart at just 0.12%.

In addition to these impressive results, a more compelling fact to consider is that unlike solo direct mail or other direct response media, front-door marketing represents a uniquely visible channel with influential impact for message placement – free of the clutter that appears in the mailbox.

Power Direct is the leader in Direct-to-Door Marketing and proud to have helped leading national and regional brands achieve their goals. Front Door Marketing can be executed in any market across the country, at CPM’s less than solo direct mail, and with better response rates than newspaper, magazines, and shared mail.

Are you using the best medium to meet your objectives?   Broaden your reach beyond broadcast, email and the mailbox with a targeted front-door marketing campaign.

 

 

What’s on your 2013 to-do list?

Effective Front-Door Marketing Breaks Through The Clutter.

According to a recent poll by the American Marketing Association, 27% of marketers are looking to try something new. http://ow.ly/gDmxK

To combat ad clutter in an increasingly noisy landscape, data suggests an advantage goes to marketers who embrace a highly targeted yet multichannel approach. A recent study by ATG confirmed that nearly 80 percent of consumers consider more than one media channel when making purchasing decisions and 25 percent use three channels or more.

The front door, however, represents an underutilized, additional channel— free of the clutter that appears in the mailbox, online and on TV, and a highly visible avenue for message placement. This represents a vast and largely untapped channel for Fortune 500 brands to bring value to a precisely defined audience, with measurable results enabled by technology-based processes. Most consumers are tired of established mass advertising and direct marketing methods that bring self-serving messages and little to no value so the high-value offer left just for them is perceived as personalized, special treatment from a trusted brand.

2013 is the perfect time to try front door as a strategic marketing channel. Further, science and technology — the same tools that are routinely applied to the more crowded media venues – are enabling front door campaign execution with controlled, technology-based precision. Marketers have a quiet, uncluttered environment to offer value and build ROI with an intelligent, response-driven mechanism.

What other alternative media channels have you added to your campaigns? Isn’t it time you tried front-door marketing?

 

Why Print Media Isn’t Dead, According to Forbes

Print-Isnt-DeadAccording to this recent article from Forbes, print media is far from dead–it’s still a powerful and necessary component of any ad campaign.

Read the full article here, and here are some of the main benefits–all of which we agree with!–of the print media that makes it a strong contender in today’s marketing world.

  • Tangibility – The physical nature of print media increases its longevity, a direct contrast to the ephemeral nature of online ads.
  • Credibility – A sense of legitimacy is still inherent with print media. Unlike online ads which have spawned a fear for spam and viruses, there’s no danger posed with print media.
  • Target Marketing – The variety of print media options means you can target and reach any specific audience, no matter how niche.
  • More Engaging – Websites and online ads are skimmed, usually within 15 seconds. On the other hand, print media is tangible and thus, more engaging.

Are you currently using print media in your ad campaigns and, if so, what advantages have you seen over other media channels?

Go Multi-Channel to Beat the Ad Clutter

How adding underutilized, alternative media channels can help your brand beat the clutter

In our previous post, we discussed the challenges that marketers face in diminished response in their brand marketing efforts. One of the key issues was that of ad clutter and the increasingly noisy communications landscape that marketers are facing. To combat ad clutter, data suggests an advantage goes to marketers who embrace a highly targeted yet multichannel approach. 

Multichannel-to-beat-ad-clutterA recent study by ATG  confirmed that nearly 80 percent of consumers consider more than one media channel when making purchasing decisions, and 25 percent use three channels or more. Furthermore, 78 percent of those surveyed said they use catalogs to browse and discover products — a notable validation for print media in the face of a growing array of digital strategies.

Advances in digital media — such as email, websites, social channels and mobile apps — have indeed forced print advertising and direct mail to take a hit. But the reality is that a decline in print tactics does not correlate directly to greater successes on digital initiatives. IDG Connect (2010 Report) recently confirmed that consumers receive 14-15 brand message emails daily, above and beyond their busy inbox for work-related communications. As a result, email overload and clutter is driving disappointing response rates for email marketers. Email is cheap though, so marketers determined to stick with an email strategy may simply increase outbound mailing efforts. This reinforces the cycle of clutter — with consumers using more powerful spam filters to stop the onslaught and email marketers further increasing their traffic. It’s part of the misguided approach that says the means to beat clutter is to just distribute more and more of it.

In contrast, data from Pitney Bowes indicates that the typical American household receives roughly 15-17 pieces of advertising-related mail per week. Although light in comparison to that amount received each day digitally, these direct mail materials pool in the mailbox and represent another source of clutter. The inherent advantages of print — the quality sense of color and heavy paper, the emotional connection of holding and feeling the material — these benefits are often undiscovered in a pile of mail that is statistically very likely to head straight for the recycle bin. 

The front door, however, represents an underutilized, additional channel that addresses some of these issues — free of the clutter that appears in the mailbox, online and on TV, and a highly visible avenue for message placement. This represents a vast and largely untapped channel for Fortune 500 brands to bring value to a precisely defined audience, with measurable results enabled by technology-based processes. Most consumers are tired of established mass advertising and direct marketing methods that bring self-serving messages and little to no value so the high-value offer left just for them is perceived as personalized, special treatment from a trusted brand.

Given the current marketing climate, all of these characteristics have coalesced to re-invent the front door as a strategic marketing channel. Further, science and technology — the same tools that are routinely applied to the more crowded media venues – are enabling front door campaign execution with controlled, technology-based precision. Marketers have a quiet, uncluttered environment to offer value and build ROI with an intelligent, response-driven mechanism.

What other alternative media channels have you added to your campaigns?

Understanding Diminished Response to Brand Marketing

Reasons why your marketing ROI may not be what you expect

Media-Clutter-NoiseMarketing to today’s consumer has become more complex. The communications landscape of today is busier and unlike anything ever before, with information and messages coming from mail, email, telephone, Internet, radio, television, mobile, social, even outdoor communications. Consumers are facing a surge in information that has the potential to, at best, overwhelm and, at worst, alienate. While marketers do calculate their targets, targeting may be too broad or a single consumer may represent the sweet spot for any number of target groups. As a result, that individual walks away unresponsive and feeling as if bombardment really is the name of the game. 

The New Normal
Broad-sweeping financial, economic and even political issues have had impact on the lives of Americans today. There is in effect a new normal, defined as permanent changes in consumer thinking based on the recession and economic challenges. Seeking value as a priority, paying cash for necessities, foregoing credit cards, searching for discounts and putting money in the bank have become the rule rather than the exception. And while the recession may officially be over, some economists say many of these changes in spending habits, initially seen as temporary, have taken hold for the long haul. This economic trend represents a significant opportunity for marketers, going beyond the sole purpose of grabbing someone’s attention, and instead delivering usefulness and value.

Feeding Fragmentation
At the same time consumers are overloaded with marketing messages that may or may not be applicable, marketers are dealing with increasing audience fragmentation. There was a time — a very short time — when a television ad could reach 70 percent of the viewing audience. Nowadays, network television has given way to an army of terrestrial, cable and now digital broadcast options offered by satellite, cable and fiber optics. The Internet changed the world and reaches anyone and everyone. Traditional print media — whether it be newspapers, magazines or direct mail — adds to the list of individual options for viewing information and interacting with commercial messages.  

Social media, email, print, radio and television all play a role in this deluge of information which continues to grow.  Marketers are seeing less favorable returns on their marketing investments and in turn must buy and manage communications strategies over a much greater number of channels.

Consumers in Control
Further, there is a marketing savvy present in today’s consumer that has grown out of this experience. Faced with a barrage of marketing messages and brand choices, it’s easy for consumers to believe that everywhere they look, everywhere they go, someone wants to sell them something. 

That growing media noise has taught consumers a new skill — that is, shutting down messages that are neither of interest nor meant for them specifically. Tuning out non-essential communications is a phenomenon that has dramatically reduced overall response rates,  even in the face of more and more and more communication and outreach from marketers. 

Marketers are determined to be heard over the noise but are ultimately only feeding the problem by buying more ad space and airtime, sending out more direct mailers, making more cold calls, and posting more tweets and Facebook updates. The good news is that consumers don’t inherently hate ads. They just hate bad ads that don’t bring value or otherwise matter to them – those are the messages that drive consumers away feeling alienated and are the type of tactics that skilled marketers need to sidestep.

The challenge for marketers is to understand that brand loyalty is being replaced by the pursuit of straight-up value, and take that concept further and determine new methods and channels for delivering on the consumer’s expectation of brand value and personal relevance. In our downloadable white paper (name and email required), we explore more about this issue and possible ways to improve ROI and motivate consumer action.

What other reasons or events have affected the response to your brand marketing efforts?