This week I was with a Marketing agency and they spent an hour with me telling me that I needed to invest more in my website (I don’t), I needed to invest more in SEO (I don’t) and I need to start an email database (I don’t).
As the sales pitch washed over me, I looked out of the internal office window at all the people in the office, it looked like a lot of “mouths to feed” and I thought “are they really saying this to clients?”
The problem with this agency and many of the “marketing gurus” is that marketing has changed. Now either they know this, but won’t admit it, or they don’t know it and will slowly fade away. I see Marketing Guru after Marketing Guru talking about 1990s Marketing as if it was up to date.
Just because the marketing is delivered through a computer does not make it “digital marketing”.
This Marketing agency for example, pitched to me such an old world view of Marketing I was embarrassed for them. I’m also embarrassed for their customers, who I won’t name as they are paying handsomely for this bad advice. Both in terms of money and output!
I was amused that one of these Marketing Agency people quoted at me why email was still relevant in 2020. Why? They quoted another Marketing Guru. The Marketing Guru quoted depends their day selling his event. The quoted Marketing Guru does not spend his days transforming companies end-to-end with social, (like we do) which is why he probably thinks email is some how relevant.
So what are the marketing gurus not telling you?
What go you here, won’t get you there.
The world of interrupt marketing died in 2018 when GDPR was introduced.
We all hate being interrupted, advertising, cold calling and email are all relics of days gone by.
I presented at this marketing agency and I got everybody to stand up. Then I asked them to sit down if anybody could remember an advertisement they had seen in the last 24 hours. Of course, nobody sat down, nobody can remember any advertising. It just washes past us.
It’s estimated that on average most people in the western world are exposed to 1000 messages a day and nobody remembers them.
So What are the Marketing Gurus not Telling you?
Let’s look at websites …
While companies are still investing in websites, nobody really uses them anymore, to use a football (soccer) term, they get you a 1:1 draw. They are important as it proves that you exist. But they come from an age of “broadcast” marketing. You stand on the roof of your building and tell people how great you are. The problem is, nobody is listening.
Websites are pretty much all the same, you broadcast to me your products, your services, your management team. All websites look like this. You could take the logo of a website and stick it on other websites and would anybody realise, or care?
When I was writing my second book in 2018, my co-author Hugo Wicher said to me “5 years ago, somebody came to your website it was a lead, today it’s a lost sale.” His company had invested in “intent data” rather than website. Check it out on our book Smarketing – How to Achieve Competitive Advantage Through Blended Sales and Marketing” available worldwide on Amazon.
Let’s look at email …
In the 1990s email was the only method of communication. Now we have instant messaging, social media, etc. There was a time when if you got an email you would read it, now you don’t bother. If I get unsolicited emails, I create rules so any more emails in the future, don’t hit junk they go straight to the dustbin. Time stealing after all.
In the book “In distract able” by Nir Eyal he talks about how we lock our doors and windows to stop people stealing our processions but don’t stop people stealing our most precious commodity, time.
The research from email companies shows that the “open rate” of emails is reducing and of course, nobody can connect, “open rate” to revenue. There is a $billion market trying to convince you to write email titles that get open. But does this translate into revenue?
If you send me a manipulate email am I likely to buy, no, I delete it. Creating a rule so that next time you send me an email, that email will bypass junk and go straight to trash.
My 82 year old mother has now moved from email to instant messenger and always complains about “old people” and why are they still using email. She has a point!
Add to that the complications of GDPR and CPPA.
Let’s look at advertising …
All the research shows that advertising spend is increasing. There is a reason for this. Everybody ignores it. The only way you can get the response you want is to try and increase your spend. As we saw from that sample of 35 people above, nobody remembers what you are advertising after all.
Finally there is cold calling …
Not sure about you but I’ve activated the Apple iPhone iOS13 functionality that if you call me and your number goes straight to voice mail. With the shackles of GDPR and CPPA and with technology blocking you, the ability to make cold calls gets less and less.
So what are you going to do?
First you have to make an admission to your bosses that it isn’t working anymore. Dropping into the conversation “what got us here, won’t get us there” might help.
There also needs to be a realisation that our clients are on social media and there is where we need to move both our marketing and sales efforts.
Maybe start with a pilot, from a reputable social selling provider, one that can prove a clear methodology about mindset change and habit change. This is a new world order after all and just talking about transformation without doing will just be a waste of your money.
Time for change.
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