Research out this week
claims that 70% of marketers fail to deliver real benefits to their
organisation in terms of increased sales or market share.
The reason? Too many forget that “New Media, Marketing Automation, Omnichannel, Big Data and the likes
are only Tools (the “Form”) used to best deliver, analyse and/or optimise the
messages (CVPs)”.
In other words, we’ve been seduced by the
potential of new channels without doing our homework in developing CVPs
(customer value propositions) that are both attractive and relevant to our
audiences. Many, it seems, have
forgotten the basics of our profession.
If 2013 was all about “content is king”, the
mantra for 2014 has to be “quality over quantity”. As customers we are all inundated with content on a daily,
sometimes hourly, basis. Much of
what I receive is indiscriminate, ill-timed or downright irrelevant.
To give an example, a few months ago I was
looking at hotel accommodation in Sydney, Australia. At the time many of the websites I had visited were
retargeting me online with offers and suggestions. Fair enough.
But why am I still receiving such messages some three months later?
Everyday I receive emails from organisations
seeking to do business with me.
Emails that clearly show they have no idea what I do or what my
potential interests are. I shudder
to think what their response rate is.
“Spray and pray” is alive and well it seems at a
time when greater focus is needed to achieve stand out. It’s time that marketers got back to
basics: well crafted, engaging, targeted messaging that ultimately supports the
sales function.
More information on the research can be found here: https://www.fournaisegroup.com/Marketers-Got-It-Wrong-In-2013.asp
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