Digital Marketing – How much is too much!

Digital media has become an integral part of daily conversation and it has attracted lot of attention from Marketers around the world. After all, your message needs to follow your customer and later seems to be more busy (or lost) in his digital world than the one where he was born. So does that mean that the best way to woo your customer is by overwhelming him with your social messages all the time. Well that seems to be broader trend among most of the marketers. It seems like the fight is to be the loudest so that customer cannot hear any other voice. But is it really working?

With all the noise around online media, its popularity and use of various tools, marketing still remains the same at the root level. We are still dealing with the human beings and not necessarily with smart phones and computers! And a human being still behaves in similar fashion to certain stimuli whether you reach to him directly or through different mediums.

So coming back to the same point, how would you react if you were walking down the street with your friends  anticipating an enjoyable Friday evening ahead and suddenly someone stops you and tell, “Sir, the road you are walking on has few rules. You need to see my dance, give me a rating/tip or a clap, and then you can walk another 10 steps”. Sounds exciting? Did you say “what Nonsense”! Well that’s what your customer might be thinking when you interrupt his online interaction and force your irrelevant ad through it. For instance, I find most ads forced into the interactive mobile games pretty annoying and bad from brand prospective. If each time I see your brand only trying to interrupt me when I am about to play my favorite game, chances of me disliking it are very high.

Now consider a slightly different scenario: you are walking down the street with your friends to find a restaurant for dinner. A nicely dressed gentleman (or a lady) approaches you with a smile. He takes your permission and provides you a quick intro of a new food joint and hands over a special promo coupon. Well chances are that you will find it useful and might try it too. Say I am searching on the web to find my next laptop and I see an ad of ‘Amazon’ showing me similar configurations at a great price. Well, the odds are high that I will click on it, so the first objective will be met from marketing point of view.

The secret is not in doing too much messaging too often, the secret is to do relevant messaging at the right time. The idea should be to be a part of customer’s journey positively and add value. If you keep it simple and focus on that, you are in the game!

-Rajwinder