Article

Leslie Alore
Leslie Alore 13 February 2015
Categories Technology

3 Tips For One-Size-Fits-Most Marketing

If this title caught your attention, you may be disappointed, but read on.

If you saw this title and thought to yourself "ooOoo that sounds great! How do I do that?" then I have two things to say to you:

  1. You will find this post disappointing because this is not an instruction guide for mediocre marketers, but I highly suggest you read on.
  2. To quote one of my favorite Disney movie characters, "BAD LLAMA!" You should never be excited at the prospect of One-Size-Fits-Most Marketing. That strategy is for losers. And if you disagree then I suggest you cry on the inside like a winner. (Ok, just kidding...but bonus points if you can name that movie).

I did promise to offer 3 tips for those interested in doing One-Size-Fits-Most Marketing, and here they are:

  1. Don’t do it.
  2. Don’t even think about it.
  3. If you’re doing it, or thinking about it....stop.

Unless you sell to a completely homogenous group of identical robots void of independent thought....If this is your buyer, by all means carry on.
For the rest of you, here is a word cloud that explains just a handful of reasons why One-Size-Fits-Most Marketing doesn’t work:*

Some of the words listed above are not only reasons why not to do One-Size-Fits-Most Marketing, but they are better, more strategic alternatives. The reason they’re both is because of that pesky word up there that says "competition."

I guarantee your competitors are using technology to execute personalized, targeted marketing programs. And if they are, and you’re not, they’re better than you. As a marketer, that’s not acceptable. We marketers must be better than our competition, just as the businesses we serve and the products we market must be.

It would be cruel of me to suggest what you should not do without making recommendations for what you should do instead, so...

3 Tips for NOT doing One-Size-Fits-Most Marketing

Personalize The Experience
Persona Definition + Content + Technology = Personalization
Whether your audience is engaging out in web-land, on your website, via email or through third party partners, if you can clearly define who your audience is and what the right message is for each of them there are technologies that can find and target them. To start, try using a content matrix to map your buyer to your content. Here’s how. Want to know more about how personalized content targeting works? This blog does a pretty good job of explaining it.

Don’t Put All Of Your Eggs In One Channel Basket
Just as one message does not suit all audiences, neither does one channel/tactic. The biggest trap marketers fall into is believing they can rely on email to reach their entire audience. This is a myth. And if you believe in it you’re probably missing a LOT of potentially great customers. No one channel can reach all, or even the majority, of your audience so you must extend your channel reach. Here’s an oldie but a goodie from Hubspot that talks more about multi-channel marketing (yes, 1 year is ’old’ in the high-tech marketing blog world).

React To Your Audience’s Reactions (AKA Trigger Marketing)
If you got engaged in the era of facebook and made your new relationship status ’facebook official’ then you no doubt found yourself being presented with ads touting all manner of wedding paraphernalia. Happy coincidence? Nope. That’s smart, timely, trigger-based marketing. The web is flush with info about each and every one of us, and smart marketers use this information to trigger personalized content (ref: tip #1). It’s the same principle that Amazon and Netflix employ when they present you with those nifty suggestions that say "if you liked X, then you may like Y and Z." You can apply this to all sorts of things, such as content consumption, to help you offer up the right message at the right time via the right channels (ref: tip #2). Here’s a good resource from Eloqua to help get you thinking about some trigger-based programs that may be of value to your business.

And finally, I leave you with this:

And old classic:

“Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.” ~ David Olgilvy

Combined with modern insight:

"Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble." ~Ian Schafer

Together these show that some marketing principles never die...they just evolve, as must we all.

* I created this lovely word cloud using a nifty web tool called Wordle.

Original post

Read More on Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in...

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
GDPR: A Summary of What you Need to Know

GDPR: A Summary of What you Need to Know

GDPR is a seemingly complex subject that is confusing many managers and business owners. Here we simplify the jargon and give you some ideas of where to start.

Will Kennard
Will Kennard 21 November 2017
Read more