If we look at marketing today, things have changed drastically over the last 12 months. People are sick and tired of the old interrupt and broadcast methods of the past.
Nobody remembers ads and are fed up with having more and more ads shoved in our faces. Which is why ad blocker use is growing at 30% year-on-year. Adidas, at the last football world-cup didn’t advertise as their target market are heavy ad-blocker users.
In the UK we have seen advertising as the last bastion of the failed company. All the retailers that have gone down recently used advertising as a way to try and prop themselves up. But of course, nobody was listening. From the outside it was like watching the waving arms of a drowning person. Of course people treat adverts like spam, it’s noise and we block it out.
People don’t go to events and Conferences anymore as they have become sales pitches. I’m speaking at a “conference” today except it’s called a “festival” to try and make it sound different. An anti-Conferance they call themselves. At the conference, sorry festival and at the start of my presentation I asked everybody to stand up. Then asked them to sit down if they can remember the last three adverts they had seen. Of course everybody stayed standing up.
GDPR has pretty much killed off email or risk the 4% turnover fines of course. We usually ask our students how many people read the “circulars” that come through and it’s always a big fat zero. Which is why there is a $Billion industry built up on how to use manipulation to get people to open emails. Like ads, technology has caught up with the unsolicited email senders, I for one create rules so that further emails will just go straight to junk. Unsolicited emails are spam and “newsletters” that talk about a company, again just go in the “noise” bucket.
Cold calling, if there is such a thing today, is known to be the last tactic of a dying company. Again, interrupt and broadcast. Anybody who cold calls me … the number gets blocked using standard iPhone functionality. Cold calling was always spam, but now we all know a cold caller is out of luck and has no leads.
We ignore “corporate marketing” I’m told it builds brand, but as all corporate marketing says the same thing, how can it? We are the best! We are number one! It’s all the same and mergers into one.
Look at websites, they all look and sound the same. Built for an interrupt and broadcast world. Our team, our products, our founders, our verticals. Nobody cares and research shows that people treat websites as a corporate brochure as part of their online research.
Businesses are putting themselves in a situation where, ads, email, cold calling and events are seen as spam. You know from your own buying habits you hate being sold to!
We often sit with clients who tell us they hate ads, telemarketing, email, events and then they sit at their desk and commission the same tactics they have just slagged off.
In fact we have had 3 CMOs who have come to us and said “marketing isn’t working anymore”. We all know why and but people keep wasting money. We need more people to own up that Marketing is broken and stop being complicit in the lie. It takes a brave person, but through history people have stood up and said no more.
Recent research shows how that a company looking to buy a product of $100K and above will do 40 hours of online research, of course, if you are not there then you won’t get short listed.
So what can you do?
As a quick win, empower the Sales team with Social Selling. A word of warning, Social is a change of mindset, you cannot empower people with webinars and knowledge based training.
Social Selling is self financing, once you are getting leads and meetings and then closed deals you can reinvest the proceeds rolling social across the business. Marketing, Procurement, Supply Chain, Human Resources, Finance, Customer Service etc. This will have a major impact on leads, meetings and revenue.
As well as reducing the cost of recruitment, supporting diversity and inclusion, increasing the accuracy of your sales forecast, et, etc. Reducing costs, increasing revenue.
You journey is just starting.
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