Direct-to-Customer Commerce

Icon

Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

Low Cost Digital Marketing leads to Lazy Marketing

Digital Marketing … especially, email and social media … is leading to marketing the easy way.

Marketers are just buying keywords, or blasting emails to everyone on every promotion, disregarding whether any part of the target market is already a customer.

I’ve bought vitamins from the same company for over ten years.  They send them every 60 days.  Once or twice a year, I start seeing Ads by Google for this company, everywhere I go.  Why?

Lazy marketing.

There are two broad categories of lists:  compiled lists and response lists.  In the digital world, we haven’t figured out how to “purge” our existing customers from email campaigns or PPC campaigns, because we perceive that the cost to purge them exceeds the cost of including them.

But, we’re ignoring the cost of irritating our customer base.  Denny Hatch, writes in Target Marketing, this month about getting a promotion from Amazon for two books he’s already bought from them.  How long before Denny just marks Amazon promotional emails as “Spam” and never looks at them?

There is a sense in which the Golden Rule applies to marketing as well.  Your customers are likely annoyed by the same things you’re annoyed by … pay attention out there!

Advertisements

Filed under: Ideas, Opinion, , , , , , , , , , , ,

Pages

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 28 other followers

2016 ElectionsNovember 8th, 2016
Get ready!
August 2018
M T W T F S S
« Feb    
 12345
6789101112
13141516171819
20212223242526
2728293031