"Lies, damned lies, and statistics" is a phrase describing the persuasive power of numbers, particularly the use of statistics to bolster weak arguments.
This article is an example.
There is are two issues here:-
1. We are all know all forms of interrupt marketing (advertising, email marketing and cold calling) don't work as they did. We all know that we hate cold calls, we hate cold emails and we hate advertising. We hate it as buyers, but some how we get back to our desks and buy some more.
All forms of interrupt marketing cam now be blocked through legislation (GDPR and CPAA) or technology. I remind all the unsolicited email that comes to me that they are breaking the GDPR legislation. Then create rules so that all future emails will miss junk and go straight into the trash, without me seeing.
I have the anti-cold calling software switched on with my iPhone so that cold calls go straight to voice mail.
Use of ad-blocking software grows at 60% year-on-year.
Legislation and technology helping us to rid the world of interruptions.
2. The second issue with interruption marketing, like cold calls, unsolicited emails and advertising is that it just does not work. So to get the same results you need to do more of it.
The wrong conclusion that people come too is that because advertising does not work, you have to spend more money on it to make it work. Because people are spending more money on it, that means it works.
The same with cold calling and unsolicited emails. People are spending more money on all forms of interrupt marketing. Not because it works, but to get the same results.
Of course, there is no need to keep spending money on interrupt marketing such as advertising, cold calling and unsolicited emails. You could switch your spend to permission forms of marketing. Social Media for example.
Try not pissing your customers of with interrupt and broadcast and move your teams to permission and intrigue marketing.
NB: When I talk about social media, I'm not talking about social media forms of advertising. Advertising isn't social, it's ....... advertising.
Email marketing is the tactic most used by B2B brands, according to 2020 B2B Marketing Mix Report, a study by Sagefrog Marketing Group. Of the firms surveyed, 84% employ email, a figure consistent with that of 2018. Second on the list, cited by 73%, is social media and social media advertising. Third is blogging and content marketing (63%).
https://www.mediapost.com/publications/article/344781/email-still-top-b2b-channel-study-finds.html
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