The World’s 5 Worst Marketing Techniques
“It is not the strongest or the most intelligent who will survive, but those who can best manage change” — Charles Darwin
Let’s face it, times change; technology advances, fashions evolve, and culture progresses. So, why is it that some businesses still use marketing techniques that are seriously behind the curve? I’ve no doubt they’re trying hard, but it seems to me that many companies are missing the mark…
Below are 5 of the world’s worst marketing activities — based on my own, personal experience. Sure, they might have been effective once, but, in my opinion, they’re now outdated and have the potential to damage — not enhance — a business’ reputation.
Let me explain…
#1 Marketing Phone Calls
Yes, phone calls!
So, it’s 8am in the morning and you get a call from an unknown number. You make the mistake of picking up, and answer to hear this:
“Good morning, Sir. This is Raji from $#$#$#$ do you have a few minutes? We offer a credit card with great discounts on…”
… It’s probably best that we don’t go into how I usually reply to calls like this; but, needless to say, it isn't pretty.
Marketing phone calls can irritate customers; they almost always call at the wrong time, and leave the customer wondering a) how did they get my number? and b) how many other organisations have it too?
Simply put, they're time-consuming and frustrating.
#2 SMS Marketing
SMS marketing has the potential to make a business memorable; but for all the wrong reasons. Here’s why…
So, I receive an SMS from a new restaurant in town, inviting me to enjoy a buy-one-get-one-free offer. Instead of encouraging me to make a reservation, I’m figuring out how I can block these guys from messaging me again.
Just like telesales, SMS marketing can creep people out, and leave a bad aftertaste — excuse the pun.
#3 Leaflets
The only effect marketing leaflets have on customers is pure frustration. Let me give you an example…
I'm running late for work. As I dash to the front door, coffee in one hand, slice of toast in the other, I notice a pile of leaflets, business cards and advertising pamphlets clogging up my hall.
After throwing this mountain of papers in the trash, I race to my car; only to find more of the same stuffed along my window-pane and windscreen. Five minutes and one more trip to the trash can later, I'm finally behind the wheel. But when I look both ways at the first junction, I find — yup, you've guessed it — yet more junk obscuring my view out of the passenger window.
OK, so you get the picture. How many trips do I have to make to the bins before these guys give up?
Paper marketing is bad for the environment, time-wasting and ineffective. And because it’s so unpopular, it seems such a waste of marketers’ time, hard-work and energy, too.
If you don't recognise this kind of marketing technique, then lucky you! Despite being old-fashioned, untargeted paper marketing is still going strong in some parts of the world. I know, crazy right!?
#4 Whatsapp Marketing
I put Whatsapp marketing in the same category as SMS marketing…
It’s annoying; you think you've got a message from a friend, and it turns out to be an advert for a new startup or a company.
The only saving grace is that it’s easy to block a number on Whatsapp; which is great for the customer, but not so good for the business.
Marketers; my advice is to definitely give this particular marketing activity a miss.
#5 Online Newsletter
I'm not convinced everyone will agree with me on this one, but, in my opinion, online newsletters just don't work…
Online Newsletters you never subscribed to!
I'm pretty sure I'm not the only one with a second email address set-up specifically for junk marketing emails; you know, the one you always give-out online when you're arranging a delivery, or shopping?
If online newsletters aren't automatically sent to the junk folder by email providers, then they'll probably end up in the trash folder, or even remain unopened.
Although they often contain a lot of good content, the chances are they just won’t be read. My advice to organisations is to use your time and energy on an activity with some serious reach.
OK, so what are the alternatives?
Investing in quality and up-to-date marketing material is essential. Take it from me; if you spent $1 building your company, you should spend at least $10 marketing it — it’s that important.
Effective marketing strategies thrive not only on generous funding, but on creativity and the ability to attract customers, not put them off! You need to create engaging content that will draw people in, instead of inadvertently turning them away from your brand.
And the internet offers so many new, targeted and effective ways of doing this. There are a multitude of marketing techniques out there which can be harnessed to ensure your strategy is a success.
So, make sure you keep your eyes peeled for my upcoming blog outlining the most effective of these.
But before I go…
I just want to say, thank you for reading!
I really hope businesses get with the program so that we can all see an end to these frustrating and old-school techniques, and enjoy some marketing strategies that actually work…
If you have noticed any other ineffective marketing tricks that I have missed out in this article, then let me know — I'd be more than happy to add them to my list!
