The dangers of ad hoc marketing
Phillip Bacon, director, Bacon Marketing, reveals what makes a good marketing strategy.
1. Inconsistent messaging
An effective marketing campaign uses tight, targeted messaging that sends potential leads all the way through the marketing funnel.
Your ads and campaigns should be just as recognisable as the products and services you offer. 'Ad hoc' marketing can lead to inconsistent branding and messaging and make your company seem disorganised, contradictory and uninformed.
2. Low engagement
Running random marketing campaigns may mean that you are utilising different colours, different fonts, or different music, which all lead to completely different looks and feels to each campaign.
Running irregular campaigns in this way means you are less recognisable to potential customers, and may even confuse or irritate them, meaning not only is your campaign ineffective, it’s actively turning people away from engaging with your business.
3. No brand loyalty
Irregular campaigns means your brand is much less likely to stay in the minds of your target audience, and you are completely missing out on creating loyal customers.
Short-term promotions disconnected from your overall strategy will not give your business a lasting lift as customers are likely to forget all about you until you run your next ad.
The best marketing campaigns use focused, data-driven messaging. Running a long-term, structured campaign means you gain access to a wealth of data to inform future campaigns.
Running random campaigns on an as-and-when basis provides none of this information. You lose out on measurable results tied to specific tasks, and you are more likely to keep repeating costly mistakes over and over again.