Guest post by Kierstin Chambers
We, as consumers, are more than familiar with the various advertising tactics being used in mainstream markets today. While advertising and efficient marketing is almost necessary for substantial returns and a wide customer base, it can also be quite detrimental to business if not handled tastefully and strategically. So how do businesses know when advertising is “too much?” We can use consumer’s feedback to help us out!
In today’s market, advertising is seen everywhere. From social media sites, to our cell phone apps, to bathroom stalls, to public transportation. Marketers have successfully reached the deepest depths! And while some advertising can be rather alluring and enlightening to consumers, many tactics have evolved to be seen as more of a “hassle” in the recent past. Feedback from consumers has shown how and why over-advertising becomes detrimental to a brand. Marketing is all about what consumers want isn’t it? So understanding what deters consumers is the best way to prevent this from happening to you!
Your Intended Message Becomes Confusing or Lost Altogether
The sole purpose of advertising a product, service, or idea is to send consumers a certain message. Firms generally put a lot of thought into the message they are sending and must be very specific and content with it before they send that message out to the public and especially to their target market. When advertisers send out an excessive amount of advertising materials and information, their original message can become completely lost. Consumers may end up being more confused than anything over what a company is trying to achieve. In turn, they are likely to disregard the firm, its message, and whatever product or service they’re trying to promote altogether.
Or, the Opposite-Your Message is Beaten Like a Dead Horse!
Now, many times businesses (especially well-established, big businesses) are quite effective at getting their intended message across. Yet, various studies show that consumers become “numb,” or simply oblivious, to products, services, and ideas when they are consistently bombarded with them. This happens for two reasons: 1) consumers learn to voluntarily tune out a message once they’ve seen it redundantly and know what it is saying, or 2) consumers subconsciously overlook certain messages and advertisements because they become part of the “background” and no longer stand out due to their repetition. This probably isn’t actually as blatantly harmful to business, but it certainly isn’t effective which completely defeats the purpose of advertising in the first place!
Consumers Suddenly Are Turned Off From Your Business
Recently, especially with the widespread availability of the Internet and skyrocketing use of social media, consumers seem to be more irritated than ever with pesky advertisements. Pop-ups are likely the most aggravating of the strategies, but emails, text alerts, and sponsored ads are all close seconds. These types of marketing materials can be used tactfully, but are most often overdone resulting in consumers becoming annoyed and bothered. While the previously discussed repercussions may not actually turn customers off from your business, this one certainly can and often does. No one wants to be suffocated with the same information over and over, so this is a quick way to lose previous, as well as potential customers.
While many firms and marketers know exactly what they are doing with their content, some take it too far for too long and end up either in the same place that they started, or in a worse place than they initially stood. And when you leave a bad taste in consumer’s mouths, it can be hard to retract the damage and impressions made. But doing thorough market research can work wonders and at least get you started in the right direction, with a sense of who, what, when, where, and why to send out your content. So the bottom line is, make sure you truly do your homework and tailor your ads and content to exactly what consumers want. More often than not, we find that less truly is more!