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ECT News Community   »   E-Commerce Times Talkback   »   Can you have too much marketing?

Can you have too much marketing?
Posted by: zynartebiz 2013-12-20 22:27:34
Everyone just assumes that there is no such thing as too much marketing. If you have your name plastered everywhere, then you are going to get more business, right? If you spend way too much money on marketing, it will always pay off in the end? Well, the truth is, there is such a thing as too much marketing, and it can be fairly damaging to your company. In fact, too much marketing can have a couple of negative consequences.

Overexposure leaves people numb

In my city, there is a bank that, more or less, runs the town. It is the biggest bank here and sponsors anything and everything it can. The bank goes so far as to “sponsor” movies, so you get an ad from them right before every movie starts at the theater. Though it doesn’t really hurt to have the name seen regularly, it does make customers kind of numb to it. They no longer wonder what that company is or try and figure out how to get involved with it. Instead, they just ignore the ad and move on because it holds no value anymore. If you are everywhere all the time, it could mean all that advertising gets ignored, and you may have too much marketing.

Too much exposure leads to disappointment

Anchorman 2 came out this week, and it has led people with a bitter taste in your mouth. According to The Week, the movie was released after way too much advertising. Will Ferrell appeared in commercials as his movie character, there were special promotional tickets offered for fans that included a digital download of the movie, there were promotions everywhere indicating this was going to be the best movie ever. The expectations for the movie were high because of the insane amount of non-stop advertising. With such high expectations, the film had no chance of succeeding. The over-marketing technique turned the movie into a flop that disappointed fans all around the country.

How to avoid the problem

If you own a business, chances are you have too little marketing and not too much. Most companies don’t have the means to market more than necessary and won’t go overboard. However, if you are concerned about it, you can try pay per call marketing. At that point, you are letting your customers do all the work and paying them only for the quality leads that call in for more information. It also works because people respond to word of mouth better than advertisements. You may end up with a lot more customers that way, so try it out.

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