In the ever-evolving world of marketing, businesses are constantly seeking new avenues to boost sales and promote their products. But with the rise of pervasive advertising in recent years, it is important to consider the potential harm that marketing can inflict on both your business and society. From the annoyance of irrelevant emails to the staggering number of junk mail pieces sent each year, it’s time to evaluate the costs of intrusive marketing and find a better solution.
When does marketing become intrusive? As a passionate business owner, it’s only natural to want to shout about your project from the rooftops and attract new customers by any means necessary. However, this enthusiasm can often result in a fundamental error: annoying potential or existing customers. If customers spend more time deleting your emails than actually using your product or if they feel overwhelmed by the frequency of your messages, it may be time to reevaluate your marketing strategy.
The failure of intrusive marketing is evident in the decline of tactics like cold calling and the ever-growing pile of unopened junk mail. These tactics simply do not resonate with customers and can even elicit negative reactions towards your brand. In today’s digital age, where the majority of marketing emails are either ignored or deleted without a second thought, it’s crucial to consider the social and environmental costs of inundating consumers with irrelevant content.
The social cost of junk mail is often overlooked. Clearing inboxes of unwanted messages takes time and can quickly become an unwanted chore. Across the UK, millions of working weeks are spent actioning emails that provide no value to recipients. This wasted time could be better spent on personal pursuits or quality time with loved ones. The intrusive nature of such marketing practices is not only impolite but also invasive to individuals’ lives.
Furthermore, intrusive marketing can also damage your brand image. For marketing to be effective, it needs to be timely and relevant. If customers feel bombarded by your messages, they may unsubscribe and lose interest in your brand altogether. The lifetime value of a customer can be lost simply because your marketing was poorly timed or irrelevant. This not only affects your business financially but also damages your brand reputation.
In addition to the social and business costs, there is also an environmental cost to consider. As businesses strive to be environmentally friendly, excessive CRM send-outs can contribute to a significant carbon footprint. Even though email has a lower carbon footprint compared to paper mail, the sheer volume of marketing emails being sent globally still adds up to a substantial amount of CO2 emissions each year.
So, what’s the solution? As a business owner, it’s crucial to question when it is appropriate to message existing customers. Instead of bombarding them with irrelevant emails, take the time to understand their preferences, buying habits, and desires. By utilizing the vast amount of data available, businesses can create insightful, unique, and above all, relevant marketing materials that will truly resonate with customers.
Ultimately, marketing is a privilege given by customers allowing businesses to engage with them. It is important not to abuse this privilege and instead, make the effort to provide valuable and meaningful content. By doing so, businesses can avoid the pitfalls of spam and cultivate a positive relationship with their customers.
Gope Walker, CEO of Data Kraken, recognized the need for innovation in the analytics arm of businesses after working for blue-chip companies for 16 years. His passion for optimizing and improving businesses using data-driven techniques led to the creation of Data Kraken. Today, Data Kraken works with clients across multiple continents, providing data-driven insights that enable companies to operate as effectively and efficiently as possible.
