One of my favorite marketers asked me the other day if I thought email marketing works. That got me thinking about what really works and here is my conclusion (drum roll please) – everything!
Every mode of marketing works IF it is directed to the right person at the right time in the right format with the right message.
As I have been saying in my classes lately, all forms of media (TV, radio, email, outdoor, newspaper, door hangers, etc) are simply conduits. Information, whether it is news, entertainment programming or advertisements flow from the originator (publisher, broadcaster, etc) to the viewer/reader/onlooker, etc. If your message is spot on, compelling, and noticeable and the conduits you have selected deliver that message to the interested consumer when she is motivated to respond you have a winner!
The problem is knowing that consumer, studying her behavior and what motivates her and understanding her information consumption habits. I think we spend way too much time in broadcast thinking in terms of quantity and worrying way too much about ratings. Yes, I know, the core business represents a very large percentage of the total and is still based on ratings so I’m not suggesting we abandon that race. I am suggesting we spend more dollars locally determining information about our viewers/users/likes and their consumption habits. Study not just consumption of our television programming but our digital products far beyond Scarborough data.
What works is the right message delivered at the right time in the right format to the right consumer. Do the pre-work and you will be remark-able.