The saying goes that there is no such thing as bad publicity. Well, what about too much publicity? Is flooding the market with the same message a good strategy? Or, as I mentioned in my previous post (Why I have my Marketing Knickers in a Twist), is it more akin to propaganda? In my internet travels this morning, I discovered the Bridgestone Select Campaign, which forced me to revisit the issue of oversaturation. But since writing my previous post, I have had several experiences which has taught me that situations such as these are not always within our control.
It is an unfortunate truth that marketing today is still perceived as an un-accountable resource. As a marketer myself, I do admit that there are times when correlations between Expenditure and ROI are not as apparent as perhaps finance would wish them, but with the ever-increasing list of tools available at our disposal one has to ask oneself “why is this still an issue”?
The only answer that I can see, and it may be simplistic, is ignorance. Not by those responsible for coordinating these campaigns, but by those commissioning them. Not sure what I mean? I think that The Oatmeal’s “How a Web Design Goes Straight To Hell” sums it up perfectly.
So, how do you tell a customer that they aren’t always right? When all other routes fail, and you are left with no other option but to appease those commissioning your services; how do you cast your knowledge and experience aside with blatant disregard? The answer: with great difficulty.
Until there is a willingness to learn and to engage, marketers will always have this problem. Until this taboo over marketing and marketers dissipates, there will still be decisions made that go against good practice and better judgment.
Until more people are willing to join the forum, us marketers can only preserve and endeavour to make a change one small victory at a time.
Be strong my brethren and solider on.