Don’t Blob Market, Just Don’t
A blob is an amorphous mass. A single unstructured entity without form or clear function. That’s how Blob Marketing works. A single email, text, social media ad against your entire customer list. Also known as “spray and pray”, “shotgun marketing”, “mass marketing”, “email blasting” and a litany of other metaphors to describe this broad and imprecise approach.
Blob Marketing Fosters Apathy
At its core, blob marketing is a recipe for apathy on both sides of the campaign. Sending out universal, untargeted content is quicker and easier than developing quality, segmented messaging. However, the ease of this approach mires your staff in a monotonous routine that neither excites them or energizes your consumers. Your staff feels uncomfortable with testing different approaches for fear of failure and your customers get conditioned to expect the same kind of communications, time, and time again. This apathetic cycle perpetuates itself and actually increases the risk of churn, rather than decreasing the risk to sales that experimentation is assumed to contain.
Mass marketing often results in brand overexposure and higher customer churn. Overexposure comes from repeatedly marketing to customers who are not interested in the offer. Bombarding customers with irrelevant content eventually leads them to ignore your marketing and eventually churn. Today’s consumer has shown, time and again, preferences for brands and products that are responsive to their unique needs and interests, and blob marketing does not allow for this type of flexibility. Segmentation, and micro-segmentation, does.
A Better Way
While mass marketing used to be the standard, in today’s day and age of DTC, there’s no reason to use this technique. Assuming every customer behaves the same is a philosophy that should be mothballed into the annals of history with demographic profiling, page views, number of social media followers, and subscribers.
The largest roadblocks to segmentation are the idea that it takes too much time and the resources aren’t available to create the segmented messaging. Frankly, this argument is frustrating on so many levels. Does a targeted approach take planning, effort, and a willingness to experiment? Absolutely. Is this effort wasted? Absolutely not. Segmentation is worth the investment. Your customers are worth the investment of your time and interest. Once you find the right recipe, you’ll generate better response rates and returns.
It’s Worth it in the End
If you take the time to understand your customers, you’ll be rewarded. Targeted communications have better open and click-through rates and lower unsubscribe rates. They also build stronger customer relationships to reduce churn and keep more customers in the loyalty loop.
Be as engaged in the selling of your wine as you are in the making of it. You don’t pick, treat, ferment and bottle your Chardonnay the same way you do your Cabernet Franc, because you recognize the unique characteristics of the grapes, and how to nurture them to encourage the best result. Your customers are the same. Segmentation, targeted campaigns – these are the factors that nurture each customer in their journey and ultimately, increase profitability.
Remove apathy. Insert segmentation.