The world's least effective marketing tactic
- In your opinion, what is the most overrated marketing tactic?
According to the State of Inbound 2015 taiwan telephone number by HubSpot, media buying is the least effective tactic in the world. The saying “a cannonball to hit an ant” often rings true.
And this is part of the so-called outbound marketing – globally, tactics in this area are considered overrated even by those who work directly with it: 32% of “outbound marketers” stated that some of the actions they perform every day are considered inefficient. After all, the world is Inbound Marketing .
Another interesting point was in the segmentation by area: agencies and companies mentioned media buying, but for non-profit entities it is social media that does not work.
most overrated marketing tactic
Source: www.stateofinbound.com
And in Brazil? What doesn't work in marketing?
My intuition tells me that you disagree with the overall conclusion that traditional advertising is the most overrated marketing action. This is because we start from a different mindset and market maturity in Brazil. Isolating the results of the survey for Latin America (this is repeated for other developing regions), the perspective changes completely: people still believe in the traditional purchase of advertising space to the detriment of new media. For now.
In Latin America, 34% cited traditional advertising tactics as the most overrated (in North America it was 41%). For Latinos, social networks (15%) and online media (14%) are the two points of least credibility among marketing professionals.
Cultural difference or market maturity?
There are a few possible hypotheses for these differences: it could be a cultural movement, due to investment priorities and local behavior – this makes tactics more or less effective depending on the region. Another possibility is to relate the perceived value of each channel and marketing strategy to the maturity of the local market – both companies and agencies and even professionals.
In markets where marketing concepts and practices are more advanced, there is much more pressure for measurable goals and achievement of business results. Hence the natural distrust of traditional advertising, which is very expensive and a shot in the dark.
However, in less mature markets such as Latin America (and Brazil), marketing still does not have as much responsibility and direct attribution in several performance indicators. Therefore, we are more susceptible to fads and wasted budget, without guilt or consequence of betting on charming actions, but of dubious effectiveness.
It is also worth noting that this does not mean that media buying and traditional advertising are bad actions for a company's communication - each of these aspects plays an important role within each company's strategy. We can think of branding, awareness, consumer preferences and a series of other factors directly influenced by traditional tactics and channels.
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And what does that have to do with me?
All the reflections from the study presented need to be applied to your reality. The point of this post is not to compare inbound vs. outbound , but rather to make you think about how your decisions are affected by the credibility (or lack thereof) of the metrics of some marketing actions.
And you, who have already carried out actions without having any idea of their real impact, who have already had a marketing budget proposal rejected by your company due to a lack of expected return, or who have been in doubt between actions (such as choosing between an event for opinion makers or a campaign in specialized media, for example) without a good point of comparison, could have solved some of these problems simply by aligning marketing metrics.