Customers are becoming more and more fed up with marketing, but the truth is that they are just tired and annoyed by bad marketing. Customers will appreciate good marketing because it is the only way to be updated and informed about what is relevant and interesting to them. Marketing has always been, and it will always be about being caring, helpful and even entertaining its consumers.
It starts with identifying the individuals you can truly help, care or even entertain. Then you get to know them and profile them based on that knowledge, so you can help and entertain in a more personal way.
Customers today are more different from each other; they buy for different reasons, want to hear different things and be incentive in different ways. We have the technologies to help marketers be more personal and relevant, but these technologies can't guarantee success by themselves. Being helpful to customers requires investing more time on the strategy and basics of communication.
Marketers often feel that they can't afford the extra time, but what they really can't afford is to keep annoying customers.
Historically, marketers have thought that the more people they can contact, the greater the response, and therefore the sales. This was somewhat true in the past, when the market was less saturated, customers had more time to listen, and media channels were more interesting to them. Today customers don't listen, not only because there are more marketers trying to capture their attention or because they have less time, but also because many marketers aren't caring, helpful or entertaining enough. Unnecessarily annoying consumers is making it harder for everyone else, including you. Those customers will become more reluctant to engage with marketing.
It is bad enough that so many brands compete for the same customers, but it makes it even worse when others that have nothing helpful to offer or say simply join the noise. Thoroughly describing a target based on what marketers sell (not just products, but unique selling points) and where it is sold will help marketers be more focused, and therefore helpful.
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