Marketing is either effective or ineffective

Marketing strategies and tactics should be thought in terms of their effectiveness, not whether they are good or bad.

Strategies and tactics need to match the audience, their habits and their thought process. That’s how you make a strategy effective.

Can you imagine promoting the Life Alert devices on Instagram? That would be a really bad. It will fail horribly.

The fact that “Instagram” is the platform of choice for many people is irrelevant. It’s not the platform of choice for the audience of Life Alert devices. They are senior citizens. Facebook might be a better choice. TV, print and radio ads will work too. Instagram, not so much.

Does that make Instagram bad? No. It’s just ineffective when you’re marketing Life Alert devices.

On the other hand, if you were promoting a yoga class or a beach wear, Instagram would be highly effective.

Point is, always think of marketing as effective or ineffective.

If you’re not getting the results you want, ask yourself these questions.

  1. Who are the core users of this product or service?
  2. Is using this social platform, or attending expos like this, or watching this TV show, an habit for my audience?
  3. What are they thinking when they see this ad?

Depending on the answers you find, adjust the audience you’re targeting, the place you’re marketing or the message you’re promoting.

Hope this helps!

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