Fast Marketing fails: the all-you-can-eat buffet

Fast Marketing fails 1

This article compliments ‘McMarketing in the tech sector – Does fast marketing just create indigestion?’

Fast marketing happens when marketers are institutionally influenced to choose quantity over quality, and convenience over content. When engagement assets, landing pages, outreach or conversations are simply quickfried with little culinary skill, the results can leave customers feeling hungry or, worse still, with a bad aftertaste.

Like fast food, fast marketing can be served up in a number of ways.

Take the all-you-can-eat buffet for example. With everything you might like to taste, there’s no menu required. You can fill your plate to the brim, tuck in, and go back for more as often as you like. Sounds good, doesn’t it?

But how satisfying can a meal be when it’s a confusion of cuisine? With so much on offer, do you grab a bit of everything but ultimately leave most of it untouched.

The all-you-can-eat content buffet is the result of marketers forgetting that buyers have developed particular tastes for the content that they are prepared to digest. Yesterday’s buyer may have been fed the equivalent of meat and potatoes, with a menu restricted tech features rather than business benefits, but today’s buyer is far more discerning.

The fast marketing buffet fails because it offers too much, with copious amounts of unstructured content simply being poured into multiple paid, owned and earned content channels and spread across digital marketing platforms. And if too many ingredients are simply too bland; stale or reheated, then covering them with a thick gravy of ‘brand character’ doesn’t make the buffet any more palatable.

Ultimately, the ‘feast’ offered by the fast marketing buffet can quickly turn to famine as it leaves dining customers feeling hungry for content that not only caters to their specific tastes but also has enough nutrition to feed a healthy decision-making process.

Fast Marketing fails:
The all-you-can-eat buffet
The cold take-away
Bland ingredients

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