When Marketing Becomes Annoying
It’s a necessary part of any business, and when your whole show is online, the only way to reach out to new customers is through any means of marketing. However, there comes a time when marketing becomes intrusive and annoying, and when this happens, its very purpose is defeated. Instead of winning customers over, it pushes them away and alienates them from your brand and products. So to ensure that marketing is effective, you must ensure that it is not intrusive. Marketing becomes annoying when:
- You don’t know the right thing to say, at the right time and the right place: If you want to bring in new customers and retain old ones, you must know what to say, when to say, and where to say it. Marketing is all about the right message, at the right time and the right place. If customers are interrupted when doing something busy, they get annoyed with your marketing; if your message is not interesting to them, they tune out after the first few words; and if you don’t use the right medium, your message is lost in translation or drowned out by noise. So plan your message, the time of its delivery, and the medium of conveyance if you want your marketing to be effective.
- You don’t know when enough is enough: Many marketers adopt methods that cannot be called subtle under any circumstances – they bludgeon their customers, both existing and potential, with marketing material that suffocates them and makes them want to shut out the spiel. When your customers don’t listen to what you say because there’s an overload of unnecessary information, your marketing efforts are both annoying and useless. Your message should be crisp and to the point – it has to reach the customer, be heard, and remembered not shut out.
- You don’t focus on retaining existing customers: Many marketers are guilty of this – they focus more on gaining new customers, and in the process, neglect the ones they also have. This is a destructive move, akin to looking for a mistress when you have a good wife at home. So even though you spend most of your time and effort in coming up with new schemes and plans to tempt new customers to leave the competition, don’t forget that you already have customers who depend on you to satisfy their needs and that you cannot ignore them – if you do so, it’s at your own peril. You risk annoying them and losing them altogether.
The key to successful marketing is to capture and hold your customers’ attention, and avoid doing anything that annoys them.