Many marketing agencies are clueless about creating relationships with their customers. They tend to use very aggressive and ineffective marketing techniques. The tactics they employ including running expensive TV commercials, buying billboard ads, using direct mail and cold calling to get as many people’s attention as possible.
Modern marketing agencies also use interruption marketing techniques such such as banner advertising and e-mail spam. Many of these strategies are annoying and alienate the companies from their customers.
Agencies Focus Too Heavily on Interruption Marketing
The average customer sees over 2000 marketing messages every single day. These messages can be particularly annoying to customers that are busy doing something important.
Customers have started using more innovative ways to block out advertisements that they don’t want to see. Many people use like spam filters, Ad blockers and ID call blockers. Others simply ignore unnecessary and irrelevant advertisements.
Agencies Don’t Understand How Customers Behavior Has Changed
Consumers have far more power than they used to. They have more options and can afford to be very picky when making a decision.
Consumers have also become much more savvy decision makers. They research products online very thoroughly before committing to a purchase. They also look for feedback from other customers and experts by participating in forums and social media. They often share their experiences with products and services on their own blogs.
Smart companies realize that they must focus on selective consumtion when they create their marketing campaigns. This means one thing: customers have total control on how they interact with a brand.
Marketing Agencies Don’t Understand How to Improve ROI
Marketing agencies shouldn’t be focused on winning awards, building beautiful websites, increasing pagerank and generating media coverage. Their only goal should be to help their clients grow their business. They need to develop the right marketing strategy and execute it properly. They also must track their results and modify their marketing campaign as needed.
They need to track their key performance indicators (KPIs) to know if they are doing things right. Different businesses may have different priorities such as website traffic, search engine rankings, conversion rates, click-through rates, content downloads, blog subscribers, and leads. A good marketing company knows which KPIs are most important for each client.
What Should Agencies Focus On?
Every agency needs to understand what selective consumption is and how to incorporate it into their marketing strategies. They need to reach out to consumers and offer to help them find the brands that fit their needs. Some agencies focus exclusively on SEO, but there are other elements that are just as important. Marketing companies need to follow an integrated approach that encompasses all channels: search, social, content and PR.
Agencies need to get permission from consumers before interacting with them rather than using interruption marketing. If you have something valuable to offer, you will gain many loyal social media followers and e-mail subscribers. These followers will be happy to build a lasting relationship with you. You can gradually nurture them and many of them will become paying customers.
