The first exposure to a marketing campaign urges the shopper to buy. The second is also powerful, so is the third. When they see your campaign for the fourth time, they might not be as encouraged as they were previously. The charm of marketing efforts continues to fade until the time comes the customer no longer cares about your message.
This is called customer fatigue, a phenomenon where the customer gets tired of all the marketing efforts that they consider a nuisance. In many cases, the customer unsubscribes to the newsletter, cancels subscriptions, and refuses to answer discount promos.
Though this is a normal response, it is still the bane of every digital marketer. Here are foolproof ways to keep customer fatigue at bay and keep every marketing campaign welcome.
Keep Track of the Number of Exposure
It may seem that the more offers you put out, the more responses and sales you get in return. This hardly holds true in digital marketing since, as mentioned earlier, there comes a point where the customer no longer likes seeing your ads. As such, it is imperative to monitor the number of offers you advertise.
A market study comes in handy—to identify the limit of your marketing efforts, you have to determine the threshold of your target market. For instance, some markets would still welcome the tenth contact within your membership marketing services. Meanwhile, the more volatile segments may shun your brand at the fourth contact.
Focus on Targeting the Message
Since you’re preventing customer fatigue, your goal is to reduce touchpoints while keeping each touchpoint fruitful and effective. To do this, your marketing team would have to target narrowly. Instead of sending email blast after email blast, they would have to send more targeted emails to different market segments. As such, each market segment receives fewer emails and, at the same time, get a more personalized message.
Segmentation goes beyond basic demographics. You can also group your recipients according to historic purchase behavior or their responses to previous offers.
Diversify Your Messages
Even if you employ thorough segmentation, market segments will tire of your brand if they receive the same message over and over again. The trick, therefore, is to diversify your messages, especially across different marketing channels.
Your messages on Instagram and Facebook should be consistent, but they don’t have to be the exact same text and graphics. Take Adobe, for example. On Instagram, the brand uses strong graphic images to attract the art-savvy designers on the gram. In contrast, their Facebook account banks more on informational and educational content.
If your team regularly evaluates the campaign performance, you can determine exactly when engagement rates started dropping. For example, you might discover that you’re sending out emails too frequently or that emails were spaced out too far in between. By monitoring your campaign, you can tweak strategies to avoid customer fatigue.
Too much of the good thing is bad for you, and this holds true for marketing, too. Even If you’ve crafted a wonderful message, a tired customer won’t take notice. So diversify your messaging, narrow down your targets, and review your marketing campaigns every so often to keep shoppers interested in your brand.