Take on this challenge: communicate without being intrusive
The digital world has given users endless power to produce content in all shapes and forms.
This expansion of communication—to everyone and for everyone—was naturally seized upon by companies, which saw a huge opportunity to sell their products and services by interacting directly with consumers.
Until very recently, this was the prevailing model in the digital world—a massive mailbox that companies easily filled with their digital advertising flyers.
Do you know what happens to most of that digital advertising? Trash (aka: junk)!
Yes, I know… Right now you’re thinking, “That’s exactly what I do with the digital ads I receive!”
This was how brands behaved for many years; with one-to-one marketing, they tried to start doing something different—something more personalized—yet based on criteria that, in and of themselves, were very imprecise.
Defining the target audience based solely on demographic criteria or preferences was—and still is—a strategy used by many companies to reach their intended audience.
Once again, what’s the result of this approach to communication? Certainly better than in its early days, but still without significant results. And why?
Both are outbound marketing strategies, where the consumer is bombarded with content that the brand thinks they want, at the moment the brand deems best.
This way of interacting with the consumer—which brands call “communication”—is nothing more and nothing less than intrusion. This is where friction arises.
According to Facebook (who would have thought!), consumers are “tired” of being bothered by content they don’t want, and this causes them to abandon the purchasing process, information search, etc., that they are in the middle of. This friction is causing companies to miss opportunities instead of achieving the communication goals they set out to achieve.
Therefore, friction is what companies must eliminate or reduce in their interactions with their target audience.
One of the most advanced marketing techniques in this regard is Inbound Marketing, which differs from other approaches by communicating not with target audiences, but with personas. It’s a small change, but one that makes all the difference.
And why?
Because a persona is thoroughly researched, characterized, and defined in advance. Inbound Marketing ensures that content is sought after by its readers, rather than “forced” upon them as in traditional marketing.
Adopt frictionless marketing. Eliminate the friction that push communication typically causes.
In short, adopt a strategy focused on your ideal customer. Use personas.
Communication must be grounded in the persona, and in this way, we minimize friction as much as possible, increasing our chances of success: selling our products or services and satisfying our customers.
Less friction, better competition! #goinbound