Part of the problem is that marketers today don't have enough resources, relevant information and time to do a good job at trying to target so many potential customers. It's important to estimate how much you have to invest per customer to have a good chance at selling something by being helpful; then, by dividing the marketing budget by that number, you will come up with how many customers you can afford to target. It is far more effective to be helpful to a few than annoying to many. This way, we will all reduce the number of unnecessary contacts so everyone has a better chance to succeed and customers will be respected and helped.
In order for marketers to maintain their influential role in consumers' decisions and behavior, we have to do a much better job of only contacting the right targets with helpful, caring and entertaining information. Personal marketing is more difficult to plan and execute, but it is the only way to convince customers that today is the day they should buy from you.
One of the biggest mistakes in marketing is to think that marketers are the experts when the truth is that customers are. The customer tells us if we are right or wrong. Still, in most cases we don't listen to them.
German Sacristan is a return on marketing investment consultant for Rochester, NY-based printing manufacturer Kodak, and the author of "The Digital & Direct Marketing Goose." Reach him at email@example.com.