Does marketing work?

At a business breakfast this morning, I chatted with a client about the effectiveness of marketing.

We agreed that most of the direct mail we received went straight in the recycling bin, most emails were deleted and that we ignored most TV commercials.

It didn’t sound very good for marketing, then. But, although many businesses waste thousands of pounds on ineffective marketing, marketing can achieve results, when both client and marketing supplier work hard.

It’s not about producing glossy mailers or flashy web sites, but about identifying a specific target audience, tailoring the message to their requirements and creating material that captures their attention and persuades them to take action: making contact with you or buying your product.

It’s not always easy, but it is achievable.

So marketing does work when you take it seriously.

Robert Zarywacz