Print salespeople encouraged consistency rather than one shot deals. There were legendary moments when the best of us would turn down “one shot” ads in favor of waiting for a more comprehensive schedule that would encourage ongoing customer communication.
Regrettably, a lot of online media encourages a “direct response” mentality. Campaigns that are response driven tend to be motivated by an immediate marketing goal; a new product is introduced, a new proposal is made, a special offer is proposed, a temporary discount is offered, a new feature is added. These campaigns are typically slotted for a month or two and then disappear until the next campaign.
But companies that treat customers as just buyers will see their loyalty fade. No client likes to be seen as just a big bag of money by their suppliers, yet if the only time a customer hears from a company is when they have something to sell that is the impression made.
With emphasis based on performance, and generating click throughs, a lot of the e-media is sold for campaigns that function more like direct mail or direct response campaigns. While this approach offers far greater accountability, what is lost is the consistent communication that fosters a slow developing, ongoing relationship.
That’s why I like selling e-newsletters. They the are the e-media that is typically bought in longer blocks of time and encourage an ongoing flow of communication and content with a customer, not just a buyer.