Marketing and promotion has changed tremendously in the past decade. Here are some indicators that your marketing is “sooooo 20th Century!”
- Buying print ads. Unless your ad is very targeted to an audience that reads the print material, and offers a direct benefit, print ads have lost their impact.
- Direct mail. The campaigns have a very low return on investment.
- Cold calling. People resist telemarketers like the plague.
- E-mail spam. Do you hate spam? So does everyone else. If you do mass e-mail, you’re not only outdated, you’re likely losing customers because you’ve ticked off the person on the other end.
- Spending money with no deliverables. Spend your marketing dollars on things that will get you a trackable return on your investment.
- A “Buy me! Buy me!” approach. There’s no faster turn off in today’s world.
- Focusing on your products. If the writing in your marketing materials start with “This service…”, “This course…”, “This program…”, or “This product…”, your writing style is outdated and likely to make others tune out.
If you’re still doing these things, your marketing may not be effective because it’s not current. If it’s not current, it won’t have an impact in today’s world.
Next time I’ll share some simple, easy ways to make sure your marketing and promotions are optimized for the 21st century.
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Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.