How many industries are content to accept a one per cent return on their investments? Not many, I’m sure. So why does the advertising and marketing community continue to waste valuable budget by accepting such inferior return rates?
Far too often we hear of consumer frustration at the hands of poor and ineffective promotional targeting. Yet this doesn’t deter advertisers from making the same mistakes over and over again, effectively ignoring the damage this will do to their brands further down the line.
Timely delivery of any piece of marketing material is crucial. A consumer might not be interested in a particular offer now, but they may be in a month’s time. And when that consumer is in a position to buy into a brand, do you think they will trust the one that has continuously bombarded them with lots of irrelevant promotions? It’s unlikely.
It is no secret that technology is more sophisticated and advertisers are now able to use intelligent data and promotional tools more effectively. Brands, therefore, have no excuse but to target consumers 100 per cent accurately, 100 per cent effectively, 100 per cent of the time.
The alternative is consumer mistrust, damaged reputations, flawed brand value and wasted resources – all adding up to money down the drain. Surely it’s a no-brainer.