Good v/s Bad Marketing

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In the world of Marketing Communications, (fondly referred to as MARCOM) an advertiser’s success lies in finding – that delicate balance between: brilliant & bizarre, between just right & too much and between engagement & encroachment.

MARCOM is both a science and an art; one that requires Goldilocks type precession and Gordon Ramsay type work ethic – to get just right.

As technology continues to evolve, advertisers keep finding new channels to advertise and improve campaign analytics.

As incredible and cost effective, these new tools are for the modern marketer, they also aid the less professional ones; who’s singular focus only seems to be on their crusade for new customers.

Below is an | A to F | list of bad marketing practices, that sadly we can all relate to.

A | Annoy

When the world was a simpler place, advertisements registered in people’s minds as they simply weren’t so many! According to a 2017 CBS report, it is estimated that we see an average of 4000 ads a day! With the so many technological tools available to advertiser’s today, one wonders why some companies (and not just the shady ones) continue to bombard people with ads that are often so irrelevant to our needs.

B | Become a pain

The 4 P’s originally started out as a framework; for marketers to inform and take products into market…. so the spray and pray method kinda made sense then.

Today, the world is a different place. Thanks to the internet, brands fiercely battle for prized real estate in our inboxes. This became so much of an annoyance, that some governments have now made it mandatory for marketers to include a working unsubscribe option at the bottom of every e-newsletter. With so many choices out there, people will keep turning a blind & resentful eye, to newsletters that are impersonal and irrelevant.

C | Con customers

Whether at the mall or shopping online, we all have come across offers that seem…..well more fishy than fabulous. Now I’m not implying that genuinely good deals don’t exist; but a few rotten ones always manage to find their way into our lives. Throughout the Middle East I have seen, well-known designer brands selling “luxury clothing” at a perennial 90% clearance sale. While this may be a successful marketing ploy in the short term, such companies will probably erode their own brand value over time.

D | Disguises intent

When a company sponsors a social initiative that they truly believe in, amazing and powerful things happen. While many companies are starting to take on issues like climate change, pollution and wellness seriously; there will always be a sponsored group of volunteers on the news, rescuing wildlife from an oil spill….. that the very same company caused.

E | Encroaches on privacy

From advertisers to the government, the movie Snowden showed us how much user data is collected and stored every second. What’s scarier, is that numerous websites that we all use, have been found to have shared or sold user data to 3rd party advertisers.

Not a huge fan of that like button anymore!

F | Fakes awesomeness

Cigarette makers, Sugary beverage manufacturers, Oil & Gas behemoths are just a few examples, of industries that are known to use media to influence their brand’s perception. With traditional media houses such as newspapers and magazines struggling to keep afloat, corporate advertisers use their financial power to publish articles that are essentially advertisements disguised as unbiased editorials. In a world where social media has become an aggregator of consumer voices, I hope dishonest press releases are called out more often by the masses.

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