When eMarketing Becomes Excessive Marketing


    When eMarketing Becomes Excessive Marketing

    “Who Begins Too Much Accomplishes Little”
    It’s a German proverb that I think applies to just about everything in life, and it’s something I keep in the back of my mind every day when we work to launch new modules with SYNND, expand Social Media Science and work with others to improve their own businesses.  It’s especially true when it comes to marketing.
    There’s something about marketing that makes it a beast that can’t be tamed, broken or satisfied.  When you climb into the saddle with marketing, there are a lot of times where you’re along for the ride.  You can steer a little but control is only partial.  For the most part it seems like marketing departments aren’t doing enough… or they’re doing way too much.
    Too much is where we have to focus, because it’s becoming a major issue with many businesses lately.  With all the new and different channels for marketing outside of traditional media, marketing departments and business owners are starting to go overboard.
    Initiatives, trade shows, blogs, article marketing, videos, landing pages for every keyword, mail blast campaigns, direct marketing, social media profiles and communities – the list goes on.  And it’s not that doing all of these things is necessarily bad, and it’s not even bad to do all or most of them.  It’s the force applied that’s the problem.  Too many people are going at every marketing aspect full steam and then they abandon them or leave them unfinished as they pick up something else.
    Not only are they putting too much into each area but with all the pushing, there’s no room or time left to measure the analytics and determine how things should be modified.
    Bill Gates once stated:

    “…only through focus can you do world-class things, no matter how capable you are.”

    Think about how you’re currently marketing your personal brand or your business – where do you invest the bulk of your time and energy?  What about your money?  How much time is actually spent doing marketing because it’s either “what you’ve always done” or what the other guy is doing.
    Recognize the benefits of research, then focus your marketing efforts on those areas that will have the most payout in relation to your target audience.  You’d be amazed at how focus spread across a few great marketing practices brings more results than a hyper-broad campaign or hyper-focused campaign.