While certain marketing and sales tactics can be useful for short-term gains, others may harm your business in the long run by repelling rather than attracting potential customers. While many of these old marketing methodologies may have worked in the past; they are not always effective in today’s environment. Here are some outdated marketing strategies companies should avoid:
1. One-size-fits-all marketing
Your customers are individuals with different needs, wants and desires; therefore, your message must be customized for each group you target. The era of one size fits all should be over now that we can easily customize our messages and deliver them to a targeted audience. Companies also fail to realize that consumers need different sales tactics when buying products based on their purchasing authority.
2. Mass media advertising
Advertising is still very effective today, but it needs to be done where people gather or go online, in social media spaces like Facebook or LinkedIn. While television may have worked in the past—it’s now outdated. There are too many channels fighting for attention, and consumers have digital video recorders that let them skip commercials. Moreover, audiences are no longer passive as they search online for information about products before viewing advertisements.
3. Random cold calling
Cold callers using this method have no idea who they’re talking to or that person’s level of interest until they hear the voice on the other end. By then, it’s too late since many consumers have hung up and haven’t been given an opportunity to listen to a sales pitch. Let’s not forget that more people screen incoming calls now and primarily use their mobile phones.
4. Traditional direct mail
Printed pieces sent through direct mail may have been 20th-century marketing staples, but they’re now a waste of money since most consumers use the internet to search for products and services. Some companies still believe that direct mail is effective because it’s cheap, although there are much better ways to communicate with people, including social media sites like Facebook and LinkedIn. In any case, sending printed pieces through the mail only works if you’re able to obtain an exact address to deliver your message. If not—it’s time to stop producing paper marketing collateral that clutters mailboxes.
5. Telemarketing
We’ve all howled at the thought of having to sit through a sales pitch over the phone when we’re just trying to have a peaceful dinner in our own home. And let’s not forget about those spam voicemails that get recorded and then forwarded to everyone in your address book! Many consumers have asked telemarketers not to call again—some even recording their requests on answering machines. However, companies continue this outdated method because they believe it works for them.
6. Traditional public relations
Public relations firms are now using social media platforms like Facebook and LinkedIn for promotion purposes. Some organizations are hiring individual contractors who can spread information across multiple sites online, avoiding situations where individuals can be exposed via traditional press where they might be quoted out of context. The internet has also allowed businesses to promote information about their products/services for free, so there’s no need to use this outdated marketing method ever again!
Are there any traditional marketing and sales strategies that you feel still work? Let’s talk about it. Let’s talk more about business opportunities to look out for in 2021. Contact us today!
