Thursday, September 5, 2013

Why Intrusive Marketing Is So Yesterday

If you live in New York City you know we have an election coming up this Fall that includes not only the office of Mayor but that of Comptroller, Public Advocate, Borough President and City Council. And you know that next week is the primary. 

It's hard to ignore. 

Take yesterday. I had six phone calls from candidates. Only one was a human.

My mailbox was stuffed full of political promotional material. 




I learned why there are robots making the phone calls. The humans are standing on the street corners and at every subway station, literally shoving paper under my nose and then acting offended when I shove it back. 

And then there is the local news. Every time I turned it on there were no less than three candidate's ads in one commercial break.

I wanted to tell them all that intrusive advertising has gone out of fashion. Marketing in 2013 is about engaging me, not annoying me. I wanted to suggest giving me a reason to want to listen instead of trying to force feed me. I wanted to tell them that this constant bombardment of campaign promises and mudslinging against their opponents was not going to help any of them get my vote. In fact, it was starting to backfire. 

Their promotional material was going to the shredder without me even reading it. I was hanging up on their automated messages. That is as soon as I was sure the call was not from a potential new client.  

But as I mentioned, only one was a human. And by the time she called I was so fed up I hung up on her too - after I told her - not at all politely - that these calls were intrusive and out of hand. 

Besides - I'm not sure if any of them heard me they would listen

Too many marketers don't get how out of fashion intrusive marketing has become.  They resist using new digital technologies and when they do they insist upon applying old thinking to their strategy.  So they push and they push and bombard and bombard some more - convinced this is the only way they will be heard - until you, the recipient find yourself yelling at a robot call. 

New York politicians are not alone. There are many brands who hold on tight to push marketing principles. 

The Wall Street Journal keeps sending me solicitations that say Welcome Back on the outside of the envelope even though I have no subscription.

More Magazine called wanting to "talk" to me about my subscription to which I replied - are you kidding? I have no time to talk to you about my subscription. I barely have time to write this blog!

Which leads me to this. In a world in which the noise level keeps going up and time is at a premium, trying to push your way into mine will not work. In fact - it may do you more harm than good.


One final note. While researching for this blog I discovered a cool new website called www.decidenyc.com that is an inclusive list of all the candidates and their records and not the least bit intrusive.



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