A market research estimated that a person, particularly young individual, can stumble upon somewhere between 13.000 and 30.000 ad messages in a day, with spam emails and increasing use of name-brand items in TV shows and movies become the biggest contributing factors. In the age of the internet, companies are seeking a new way to replace their traditional marketing into digital marketing as the next big thing. Marketing experts said that people can expect to see more advertisements not only along the highways, but also in stores, gym, sides of buildings, and even at the doctor’s office.

Then, an interesting question pops-up: is portraying 13.000 more ads in a day an effective businesses marketing, or is it too much?

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In the world of businesses, anything that is not working is considered as “over-doing”, including in marketing. There is no word as ‘over’ when everything works out or when what business advertised is having a value, said Joseph Manos, executive vice president of MindFireInc. However, if firms do a campaign that is irrelevant to business and the campaign shows up over and over to consumers, only then you can mention it as ‘too much marketing’.

When businesses do over-marketing, it can harm the organisation in some ways. Marketers are usually focusing too much on added values instead of core products. Therefore, a lot of marketing resources are wasted which can have a negative impact on the balance sheets. Businesses will also waste so much of their time throwing a lot of media to public that cannot bring back their ROI. 

How marketing should be 

The right marketing should be valuable and valuable marketing is all driven by results. Therefore, instead of focusing on product, marketer should focus on target segments. Looking from the customer’s perspective can manage your flow a whole lot better which in turn, help you better at generating valuable advertising to targeted consumers. Additionally, marketers should also ensure that the core products can deliver desired functions efficiently as promised to targeted customers through advertising and marketing. If the product is not working properly, all marketing messages conveyed to the general public can be harmful and useless. They can perceive a negative image of the company. 

To help you better in your marketing campaign, here are the dos and don’ts guide you can follow.

Dos

• Take a break and understand your products and consumers to create robust marketing or advertising.
• Give consumers what they want by using your segment data.
• Communicate with your consumers across channel they want to use such as messenger, email, comment when they are ready to talk to you.
• Deliver effective and efficient marketing mapping your customer’s data.
• Focus less on ‘sell tactic’ and more on informational or service-oriented offerings.
• Track unopened email and unrestored direct-mail and simply inform customers that you care by not wasting your and their time on irrelevant campaigns that customers no longer want.
• Remember market segmentation process.

Don’ts

• Ignore customer’s feedback, be it good or bad.
• Talk to customers for more than information needed as it might be hard for customers to get the key messages.
• Mistake advertising for marketing. Although they look alike, they are not the same. FYI: advertising is making your product known to the public. While marketing refers to preparing a product for the marketplace.
• Bore your customers by giving a long-list of marketing materials.
• Compare yourself with competitors. You should focus on your target, instead.
• Market your product without a strategy and assume you know your audience well.

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