I was reading an article in the April edition of Marketing News titled, “Just Say No. Demarketing teaches good marketers how to turn an unprofitable customer away,” when I realized that while the article makes a few good points on target marketing and additionally, demarketing to specific segments, it did not provide any insights for those of us who not only market traditionally, but through emerging Web channels as well.
So, while we understand the importance of target marketing and while this article makes good points on demarketing, how does this apply to the Web?
At first, you may think, “I have already targeted my SEO and Keyword campaigns to the audiences we have designated as potential customers.” And, this may very well be true. However, the question I would ask is this: Have you effectively demarketed certain key terms, phrases or paid ads?
Let’s take a for example:
Your company sells enterprise productivity software to F1000+ sized companies and organizations and has found a niche in a few smaller vertical markets in medium-sized businesses. The software you sell is quite sophisticated and is meant for organizations who will deploy the solution across a user base of hundreds to thousands. Your software is not really meant for smaller companies who may only utilize 10% or less of what the total solution has to offer, with a user base of less than fifty. While your solution may work for the smaller organization, it is more than they need and more than they can afford.
What does this teach us about demarketing?
Let’s say for example, in one of your keyword campaigns, you are paying for clicks on the following key terms: productivity software, business productivity, enterprise productivity, enterprise productivity software.
Now, while active Internet searchers from large organizations may type in”productivity software,” chances are, plenty more Internet searchers from small and medium sized organizations, who are simply not the right match for your software solution, may see your ad and click through, effectively eating up your budgets for searchers who will never turn into a sale.
By showing the searchers only key terms: enterprise productivity and enterprise productivity software; you’re effectively demarketing to those who you know will not turn into a sale.
Also, when you show searchers your company’s ad, you have another opportunity to “turn off” searchers that are unlikely to become customers.
For example, instead of showing the following ad:
Our Company Provides Productivity Software to Streamline Your Business Processes
Use the following ad:
Our Company Provides Enterprise Level Productivity Software to Leading Businesses
Granted, you may miss a couple potential customers, but you will cut wasted marketing dollars with a simple and effective demarketing methodology. These marketing dollars can be reallocated to campaigns that are more closely targeted.
This methodology can be applied to just about any SEO or Search Marketing campaign. To effectively demarket on the Web, consider which ads and key terms may attract an audience that is not right for your company and either remove or change the terms to “turn off” searchers who are identified as unlikely customers.
—–
Aaron McLean
Creative Director/Executive Vice President
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