Stop Marketing What People Dislike: A Call for Change
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Chapter 1: Understanding the Shift in Marketing
In the realm of marketing, a transformative approach is essential. If you’ve read my book, "Marketing Rebellion: The Most Human Company Wins," you’ll recognize my call for a transition towards a more human-centric marketing strategy. The foundational step in this journey is to CEASE ENGAGING IN PRACTICES THAT PEOPLE DETEST.
This may seem straightforward, but the reality is far from simple. Marketers often find themselves pressured to employ strategies that we know our audience despises due to several reasons: they yield results, competitors utilize them, there's apprehension about deviating from the norm, or simply because it’s how things have always been done.
One of my biggest frustrations is the prevalence of pop-up advertisements. According to Google, every research study shows that consumers absolutely DISLIKE pop-up ads. Although these interruptions might marginally boost newsletter sign-ups, no rational marketing expert can genuinely believe that these annoying distractions are welcomed by the audience.
When marketers are questioned about the rationale behind using pop-ups, their response typically is, "because they work." Yet, the consensus remains that people find them bothersome. And thus, the cycle continues.
In a 2014 article for The Atlantic, Ethan Zuckerman, who invented the pop-up ad, publicly expressed remorse for his creation, labeling it "The Internet's Original Sin" and urging businesses to abandon these tactics.
Here's the crux of the matter:
Customers hold the power. They are the real marketers, not us. It’s imperative to halt actions that consumers find irritating.
This may sound simple, but it’s a challenging endeavor. The era of easily executed marketing strategies is behind us.
To foster a positive change in marketing practices, I invite you to download a complimentary Human Marketing Manifesto.
I am grateful for your time and interest in this discussion! For more insights, check out the {grow} blog, listen to my Marketing Companion podcast, and explore my keynote speaking page. You can also follow me on Twitter at @markwschaefer, see my personal side on Instagram, and join my RISE community.
Section 1.1: The Impact of Pop-Up Ads
Pop-up ads have become a widely criticized element of digital marketing.
Section 1.2: The Power Shift in Marketing
Chapter 2: The Future of Marketing
The first video titled "Why I HATE Marketing And Why You Should Too!" discusses the common frustrations with traditional marketing tactics, emphasizing the need for change.
The second video, "Stop Marketing the Way You Hate to Be Marketed To!" offers insights on aligning marketing strategies with consumer preferences for better engagement.