Is Your Company’s Marketing Like Spam?
This may be a controversial blog post to some. And let me say right up front, it’s not intended to offend anyone’s branding or marketing efforts.
This week during a Twitter Chat, the host asked the audience what we considered to be spam when on social media sites, for example. The question was a popular one that night. Many people responded with tweets.
My reply was: One person’s spam is another person’s opportunity.
Well, this did grab people’s attention and stirred some further debate. Which is good.
Everything that is marketed or has ever been marketed is spam. Now of course, it depends on what you definition of spam is. But let’s look at it from this angle today.
There is a debate right now about a cable device that will filter out the ads from your favorite shows and programs. Of course the cable networks don’t want such a device to exist. Yet most consumers really don’t want to see any commercials except maybe during the Super Bowl where it has become a sort of tradition in this country to watch and rate the ads during the game.
What do you do during commercials? Go check your smartphone? Go to the kitchen? Run to put more laundry in the washer? Or talk to the family till the show comes back on?
Now think about your email inbox.
How much email do you receive daily that you really have no interest in and just delete without a second thought? Even email you requested or signed up for? If it doesn’t interest you, it’s junk mail (as they call it when delivered by the postal service). Or for the purpose of this discussion, it’s spam. Granted the emails may not contain malicious links or be selling prescription drugs or assorted other offerings. But they are still a form of spam.
Here’s why: the person it is targeted toward is disinterested in the message, for whatever reason, and does not wish to respond or give the email any time whatsoever.
The definition of spam according to webopedia.com is: Spam is most often considered to be electronic junk mail or junk newsgroup postings. Some people define spam even more generally as any unsolicited email.
The television ads you ignore, emails you delete and I’ll give you one more example, the ads on the radio you ignore by changing to another radio station, are all forms of spam.
Translate that to your marketing activities including but not limited to – direct mail, newsletters, cold calling, social media…
Any time your company’s message is not being heard or received in a receptive way, it’s spam. You don’t have the intended audience’s full, complete attention. Let alone their money. In the customer’s mind your message is spam.
This happens every day in business from the largest to the smallest companies.
How much is it happening to your company?
How often are prospects and customers tuning out your marketing message?
Now it’s time to review your marketing to make sure you are targeting the right audience, at the right time, in the right place. Make sure your company’s message is informative and interesting to the target market so your message is not considered spam but rather an opportunity to do business.