Hey wait, marketing isn't toxic. marketing drives revenue to companies. Doesn't it? Sure it does. Just the way all selling drives revenue to companies. In sales though, we learned a long time ago that selling is based on relationships and relationships are based on Trust, Credibility and Interest. Trust is based on the buyers believing that their agenda is the most important in the transaction and the seller is there to serve them.
In the exact instant that the buyer believes the seller only cares about the sellers agenda, trust, relationship and the sale all go out the window.
Toxic Marketing is the exact instant that the buyer believes the marketing effort is no longer there to serve them but instead support the marketers agenda.
Unfortunately, the company putting out the marketing rarely if ever knows it has happened. Marketing, by its nature can only be measured by it's capacity to bring in more dollars than were received before the marketing intervention. It cannot measure how many people were turned off and chose to not buy, nor return to that company
Even more unfortunately, many companies don't care. Shame on them. While it is possible to find out if marketing is toxic, to do so requires surveys and customer interaction requesting that information. Of all the things you have purchased in the last three years, how many companies asked you about your experience? Some do, most don't.
Now here is the real question, of all the companies you DID NOT buy from, how many asked you why not? Right. They generally don't even know they were shut out do they?
So instead the leaders of marketing departments happily prove their success by additional sales and no one in corporate leadership cares about how many people think poorly of the company and encourage purchasing elsewhere.
For some reason or another this is pretty annoying to me and I am looking forward to shooting video or recording examples of poor marketing to share with you.
If you have examples, will you let me know? Even more importantly, if you hate the idea, will you let me know that sooner?
Very respectfully submitted,
Michael D Goodman
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