Too much of anything is rarely a good thing. This includes marketing. Whether you’re the owner of your own online or brick-and-mortar business, the CEO of a multi-million-dollar corporation, or the designated Marketing Director at an agency, you know combining just the right mix of marketing channels with engaging messages is both an art and a science. Can you be doing too much marketing?
Yes, if you don't have a clear marketing objective.
Without a specific objective of the overall goal of your campaign, it’s easy to launch countless marketing messages across various marketing channels and simply hope one of the initiatives will work. Whether you want to build your brand or promote a new product or service, you must have a clear focus on the objectives of the marketing campaign before you launch it. This way, you will be able to strategically define your market segment and then purposefully tailor your message to optimize the return on your efforts.
Yes, if your potential and/or established customers are turning on you.
If you have found your marketing efforts are getting ignored, that’s cause for attention. If your once-interested customers are now blocking your ads, emails, calls, and their subscriptions to your marketing initiatives, that’s cause for alarm. If you're bogging down your prospects and customers with information that's of no value, just so you can send them "something", it's too much. By creating targeted and meaningful messages, people won't become disenchanted with your marketing.
Yes, if you don’t understand your customer.
Haphazardly sending out lots of advertising materials to customers you think are interested in your products or services is a waste of time, money, and energy. It is imperative you not only understand your targeted audience and your individual customer, but also update your information about them on a regular basis. This way, they won’t be subjected to unwanted email blasts every day, but will instead be sent timely notices on sales and specials that are of interest to them.
Yes, if you haven’t established the core components of campaign success.
If you’re saturating every marketing channel at the same pace with the same offers month after month, you’re marketing too much and not including the key elements of effective marketing campaign. Each month you need to re-evaluate three core marketing elements: your database (needs to be highly-focused), your offer (needs to be both personal and relevant), and your creative (needs to be strong, engaging, and compelling).
Yes, if you’re not using analytics.
You must dive deep to identify and quantify which outlets are most effective for your brand, product, or target. A $75,000 billboard ad that generates just three new customers may not be an effective marketing initiative. By tracking the results of your marketing efforts, you’ll be able to clearly see what’s working and what’s not.
Whether you feel you are doing too much marketing or the wrong kind of marketing, stop throwing money in the wind and wasting time haphazardly launching unsuccessful marketing campaigns. Contact ADTACK Integrated Marketing for a free consultation and we'll work together to identify what marketing channels will reach your customers and prospects.
