I have just heard the greatest phrase since sliced bread - Surround Sound Marketing - which basically means screaming at your audience via email, mobile and social media.
Sounds great (no pun intended) in isolation, but give the very low barriers to entry, if any, presumable, if it catches on as a defined concept, then most recipients are going to start turning the volume down where many of their surround sound marketers are concerned -in other words, unsubscribe, lest they be deafened.
It's yet another example of how shallow marketing is nowadays - it should not be about the loudest noise, it should be about the most actute message delivered by the most appropriate medium.
Thursday, April 28, 2011
Thursday, April 14, 2011
The non specific offer
There seems to be a rather disturbing trend developing in NZ email marketing - I feel safe being specific about the location because I have not seen it anywhere else.
I call it the non specific offer (NSO) - and I have had 4 or 5 of them this week. NSO emails all seem to look the same - a lot of preview pane real estate taken up with branding, and then an offer without details - usually along the lines of click here to learn more.
It is often as non specific as telling you no more than the identity of the retailer and some general details - 15% off special deals this month, for example.
Putting aside the obvious accusation of laziness as a reson for it, I wonder if it is good practice - I mean, presumably some though has gone into it as a strategy?
Conventional wisdom says that emails and related calls to action should be focussed - well, it's certainly that. But I think it lacks engagement. And it's too assumptive - there's no bait on the hook, not really.
It seems to me the sort of marketing that might work better on Facebook or the like. It's reactive. Emaio is a very personal level of dialogue, and the NSO seems to leave that behind - sending a flyer isn't personal.
So I don't think it will work. But it will be interesting to see if it catches on.
I call it the non specific offer (NSO) - and I have had 4 or 5 of them this week. NSO emails all seem to look the same - a lot of preview pane real estate taken up with branding, and then an offer without details - usually along the lines of click here to learn more.
It is often as non specific as telling you no more than the identity of the retailer and some general details - 15% off special deals this month, for example.
Putting aside the obvious accusation of laziness as a reson for it, I wonder if it is good practice - I mean, presumably some though has gone into it as a strategy?
Conventional wisdom says that emails and related calls to action should be focussed - well, it's certainly that. But I think it lacks engagement. And it's too assumptive - there's no bait on the hook, not really.
It seems to me the sort of marketing that might work better on Facebook or the like. It's reactive. Emaio is a very personal level of dialogue, and the NSO seems to leave that behind - sending a flyer isn't personal.
So I don't think it will work. But it will be interesting to see if it catches on.
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