Wednesday, 17 November 2010

How interactive is your marketing?

I get an enormous number of sales emails. Many businesses think that my life would be better off with their product or service. That’s what I like to think. Otherwise why would they email me?

Oddly enough, I get the impression a lot them think THEIR lives would be better if I bought their product or service, not mine! Well - that’s what business is all about, isn’t it? Hmmm …

The trouble is, these emails get deleted faster than you can say “Recycle Bin”! They contain no benefit to me and so whatever it costs to write and send them is completely wasted. Many companies just play the numbers game, and there is some sense in that. They blast out huge quantities to any email address they can find, regardless of quality or suitability. Maybe enough reply to make the exercise worthwhile. I’m guessing they must, otherwise people wouldn’t do it. I’ll be honest, though, I think a lot of people would go out of their way to NEVER buy their wares.

But other companies get despondent with low conversion rates. With such a good product, backed by such good service, why aren’t people buying?

It may be they are sending carefully though-out marketing to the wrong people. Whilst it’s difficult to create a list of people waiting to buy your product as soon as it is produced - hats off to Apple, the only recent example I can think of - it is possible to have a list of people who are likely to be interested in your product or service. How? By designing marketing activities to learn something about prospective customers. In other words, instead of broadcasting to them, interacting with them. Asking questions and using the answers in marketing promotions.

Then maybe, over time, what is being sold will come closer into line with what people want to buy – by just listening.

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