Irritating Marketing
I read a piece from the Direct Marketing International journal recently that summarised a survey from Pitney Bowes about the forms of marketing found most irritating by consumers. You probably won’t be too surprised to hear that automated telesales won the top prize. I’m sure everyone agrees with me in that the second you hear that automated voice on the phone the only course of action is to hang up.
However there must be some people who respond to automated calls, otherwise marketers wouldn’t be putting money into these campaigns. As such, please, if you have spent money on an automated telesales campaign and it’s generated results for you, get in touch. I’d be delighted to hear your views on the subject and to tell everyone about your success story!
The survey also found that live telesales and spam emails were the second and third most irritating forms of marketing. There seems to be a pattern here with direct marketing receiving a bit of a bashing in the survey. However David Jefferies from Pitney Bowes seems to think that direct marketing is a good tactic, but that companies need to talk to their customers properly:
The message here is clear: spend time and effort on data collection and analysis, and build sophisticated customer profiles
In other words, if you are going to use direct marketing tactics, make sure you target the correct people with the correct message. Or, don’t use a shotgun approach, but a sniper rifle with your communications. This makes sense when you think about it, especially as consumer groups become more segmented by niche needs and wants. Better to run several campaigns with highly targeted messaging, than one campaign trying to reach out to too many people at once.
A little bit of research on Pitney Bowes seems to show they run regular surveys, so keep your eyes peeled on them for more interesting marketing insights!
22/9 Update
I have to share the comment from Daniel Penton who linked to the following hilarious YouTube clip. Anyone who hates telesales will love this (sorry if it causes offence to anyone)..
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