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Not so Target Marketing


➔ One of the incredible developments of the digital age is a company’s ability to present precisely the right product to precisely the right audience at precisely the most opportune time. It’s astonishing and some companies do it extraordinarily well.

Demographics and psychographics have evolved to such an extent to make this all, not only possible, but in the end a reality.

On the other hand…

These rules don’t necessarily apply across the board. If I just bought a particular kind of soup or soft drink or other “consumable” that makes perfect sense. But can you apply the same techniques to all products?

We’ve experienced scenarios where someone has just purchased a car and roughly one month later, the same company is reaching out to them again extolling them again to purchase a car. How many cars do they think this individual needs? Or, if the car you just sold me was any good, why would I want to replace it so quickly?

Someone is not thinking this through.

And don’t incessantly call either. At some point you’re going to push that consumer too far to the extent where they’ll never buy from you again.

It is a good strategy to stay in front of your customer with your company name, your product name, etc. But there is a tipping point at which you simply just become annoying.

Mental Floss tells the story of a British man who changed his name to Tim Pppppppppprice to make it harder for telemarketers to pronounce. That’s a bit extreme, but he did make his point.
“Confidence is the honest-to-God belief you can help others. Arrogance is the honest-to-God belief you have nothing left to learn yourself. Smugness is arrogance without the talent.”
— Alan Weiss, consultant

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