Trying to keep on top in the everyday marketing or b2b marketing world is a difficult task that requires constant action. It is inevitable then, that many companies are being left behind in the struggle to find both cost-effective and innovative ways of marketing - leaving many businesses utilising the cheapest form available on the market.
Being in a recession naturally dictates that everyone will be looking to use the most economical sale-enhancing methods out there, meaning that large-scale campaigns are somewhat falling by the wayside. However, we appear to be living in a society where the outcome of the cheapest alternatives are not being measured and instead are just blindly being churned out. Highlighting this theory perfectly is the ongoing use of telemarketing.
When previously commodities such as the internet were not available, telemarketing was a great way to bring a product to the end user with little effort needed from the consumer. However, nowadays not only does it seem that the era of telesales appears to have been made redundant but call centres have moved abroad in an effort to cut labour costs, alienating potential customers who feel unable to relate the marketer.
It seems entirely fair to say that the population are truly fed up with telesales, especially as a way of winning new business where it is seen it as intrusive, rude and disrespectful. The problem with telesales is that the customers have 'wised up' and the irritating calls now do nothing other than make them feel as though their business means little more than a figure on a board. The entire method is now on a par with spam email - an annoyance you just want to get rid of as quickly as possible.
On top of moving their call centres abroad, companies are making further steps to cut costs by simply using automated call outs with a message instructing potential customers to press a button in order to speak to a human being. Whereas these methods are indeed cheap, the real question is: can they still be at all profitable or effective?
The actual point behind this article can be answered by a very straightforward question: When was the last time you bought something from a cold call? It wouldn't be farfetched to guess that at least 99% of people reading this would answer at least several years in answer the above question. Further to foreign speaking telephone operators, marketers seem to have lost touch with their target audiences altogether, often calling around 7pm - when their customers are settling down for the evening. Cold calling telesales has become a non-profitable nuisance that seems counterproductive to any business.
The only way that the cold call method could possibly now be used is as part of a relationship building process, however, even then the company is typically looking at quite a few calls to build the relationship - at which point it may better to bring the calls in house (rather than abroad) as that is where the relationship will be based.
When next reviewing how your company will tackle the world of marketing it may be advisable to ask yourself whether the style you are choosing would work on yourself as an individual before using it.
Being in a recession naturally dictates that everyone will be looking to use the most economical sale-enhancing methods out there, meaning that large-scale campaigns are somewhat falling by the wayside. However, we appear to be living in a society where the outcome of the cheapest alternatives are not being measured and instead are just blindly being churned out. Highlighting this theory perfectly is the ongoing use of telemarketing.
When previously commodities such as the internet were not available, telemarketing was a great way to bring a product to the end user with little effort needed from the consumer. However, nowadays not only does it seem that the era of telesales appears to have been made redundant but call centres have moved abroad in an effort to cut labour costs, alienating potential customers who feel unable to relate the marketer.
It seems entirely fair to say that the population are truly fed up with telesales, especially as a way of winning new business where it is seen it as intrusive, rude and disrespectful. The problem with telesales is that the customers have 'wised up' and the irritating calls now do nothing other than make them feel as though their business means little more than a figure on a board. The entire method is now on a par with spam email - an annoyance you just want to get rid of as quickly as possible.
On top of moving their call centres abroad, companies are making further steps to cut costs by simply using automated call outs with a message instructing potential customers to press a button in order to speak to a human being. Whereas these methods are indeed cheap, the real question is: can they still be at all profitable or effective?
The actual point behind this article can be answered by a very straightforward question: When was the last time you bought something from a cold call? It wouldn't be farfetched to guess that at least 99% of people reading this would answer at least several years in answer the above question. Further to foreign speaking telephone operators, marketers seem to have lost touch with their target audiences altogether, often calling around 7pm - when their customers are settling down for the evening. Cold calling telesales has become a non-profitable nuisance that seems counterproductive to any business.
The only way that the cold call method could possibly now be used is as part of a relationship building process, however, even then the company is typically looking at quite a few calls to build the relationship - at which point it may better to bring the calls in house (rather than abroad) as that is where the relationship will be based.
When next reviewing how your company will tackle the world of marketing it may be advisable to ask yourself whether the style you are choosing would work on yourself as an individual before using it.
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