Comments on: Beware of “no brainer” marketing tactics http://responsiblemarketing.com/blog/2008/05/20/beware-of-no-brainer-marketing-tactics?utm_source=rss&utm_medium=rss&utm_campaign=beware-of-no-brainer-marketing-tactics where commerce and conscience come together Tue, 15 May 2012 19:43:00 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Marketing, advertising and PR are not equals | The Responsible Marketing Blog http://responsiblemarketing.com/blog/2008/05/20/beware-of-no-brainer-marketing-tactics/comment-page-1#comment-3457 Marketing, advertising and PR are not equals | The Responsible Marketing Blog Tue, 23 Dec 2008 08:06:15 +0000 http://responsiblemarketing.com/blog/?p=341#comment-3457 [...] mix plays a different role in making marketing work. Without an appreciation of the differences or promotional cost effectiveness of each element, your marketing won’t work—no matter what you call it. Thoughts on [...] [...] mix plays a different role in making marketing work. Without an appreciation of the differences or promotional cost effectiveness of each element, your marketing won’t work—no matter what you call it. Thoughts on [...]

]]> By: gp http://responsiblemarketing.com/blog/2008/05/20/beware-of-no-brainer-marketing-tactics/comment-page-1#comment-956 gp Tue, 20 May 2008 20:25:56 +0000 http://responsiblemarketing.com/blog/?p=341#comment-956 Diversification in marketing is key to making the target audience aware. As a web developer, SEO, and marketing manager for my company, I receive tons of offers like this: "Only $75 per year for search engine listings..." What a waste of money--and I bet a lot of companies pay for this "service" without realizing any sort of ROI. Email, pay per click, and other forms of digital marketing must be given the same forethought as any other marketing campaign. Frankly, I don't want everyone clicking on my website--pay per click isn't for us. However, a strategically placed banner on the right website could pay for itself thousands of times over if it lead to merely one new customer. Direct mail advertising is another "no brainer" marketing idea that will see little to no ROI if not properly undertaken. My wife and I refer to those stuffed envelopes of offer-less pleas to purchase as "Tuesday Trash." Frankly, I'd rather spend time learning my customer and designing a targeted ad that, should he or she decide to call, will all but ensure a conversion. One of my ads received a 10% conversion with an insane amount of word-of-mouth after providing the service. Thus, I only used that particular campaign twice in five years. Frankly, I couldn't handle the volume of work without having to hire some help--not my goal. Point is, knowing your customer can't be stressed enough. For that campaign my customer was female, white, 30-45, single, 1-2 children, employed, computer illiterate, and dependent on computers for work and home--none of my customers came from yellow pages or my freelance website. Diversification in marketing is key to making the target audience aware. As a web developer, SEO, and marketing manager for my company, I receive tons of offers like this: “Only $75 per year for search engine listings…” What a waste of money–and I bet a lot of companies pay for this “service” without realizing any sort of ROI. Email, pay per click, and other forms of digital marketing must be given the same forethought as any other marketing campaign. Frankly, I don’t want everyone clicking on my website–pay per click isn’t for us. However, a strategically placed banner on the right website could pay for itself thousands of times over if it lead to merely one new customer.

Direct mail advertising is another “no brainer” marketing idea that will see little to no ROI if not properly undertaken. My wife and I refer to those stuffed envelopes of offer-less pleas to purchase as “Tuesday Trash.” Frankly, I’d rather spend time learning my customer and designing a targeted ad that, should he or she decide to call, will all but ensure a conversion.

One of my ads received a 10% conversion with an insane amount of word-of-mouth after providing the service. Thus, I only used that particular campaign twice in five years. Frankly, I couldn’t handle the volume of work without having to hire some help–not my goal. Point is, knowing your customer can’t be stressed enough. For that campaign my customer was female, white, 30-45, single, 1-2 children, employed, computer illiterate, and dependent on computers for work and home–none of my customers came from yellow pages or my freelance website.

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