I recently attended a meeting with Siegel+Gale, where the conversation turned to large brands and their tendency to engage in “drive-by marketing.” The concept immediately resonated with me. It’s something we’re all guilty of from time to time.
So what is “drive-by marketing" exactly? Simply put, it’s the banner ad campaign you launched that ended in a dead-end customer journey. It’s the event you outsourced and didn’t provide the right community or follow-up for your customers. It’s the microsite with no human engagement. It's the note you sent from a disconnected ID, or the clickbait you served up that didn’t deliver on the promised value.
You get the idea. The list of possible dead-ends is almost endless. It's incredibly hard to truly engage with your customers. Here are three tips to avoid drive-by marketing and build meaningful engagement.
1. Know Your Customers’ Motivations. Build a buyer journey based on how read more »