What is Fragmented Marketing and Why You Don’t Want to Do It?

One of the most common marketing mistakes that businesses make is what we call ‘Fragmented Marketing’. It is absolutely the wrong approach to marketing, yet it’s the most common approach in business today.

Let me explain fragmented marketing, in contrast to what we call ‘systematized marketing’. Fragmented marketing means that there is no cohesive message or comprehensive system handling your marketing. Instead, when you buy marketing and advertising, it is developed by the company creating the ad, right? Think back to the last marketing piece that you created for your company. What was it, a brochure, a website, a printed ad, a radio spot? Who created the final product for you? They did, didn’t they? The radio station created your radio spot, the magazine created your magazine ad, the design company created your brochure, the web design company created the website, and the video production company developed the content for your video, right? Think about how fragmented that makes your marketing efforts. All of those different companies have different ideas about what your marketing message should be from their perspective. Think about how wrong that is.

Own Your Message

You need to develop and own your own message. You shouldn’t leave it to others, and you definitely shouldn’t leave it to multiple teams of others.

This is why you need a marketing system. The system dictates the content of the advertisement and it dictates the sequence that your prospects go through and the message that your prospects hear as they ultimately are led to your door.

A systematized marketing program will actually help the decision making process by defining what your prospect should be looking for in a company, product, or service and by doing so, it will lead them to buy from you and not your competitor.

Here’s another question to illustrate this problem. Looking at your last marketing piece, how much money did you pay to have the content of that advertisement strategically created to ensure maximum results? I’m not talking about the design, I’m talking about the content … the message. What you actually said in the ad, not what it looks like. That’s what I thought, you paid nothing, right?  99.9% of the time, you only paid to have the advertisement produced or designed, or you paid for the spots or “airtime.”  The content was usually just thrown together by the designer, the production team, or the salesperson!

“You Get What You Pay For”

  The most important part of your marketing material … the content and message … was put together for free by people who usually have no idea how to create good messaging.  Have you ever heard the saying, “you get what you pay for”?  Well, I hate to tell you this, but if you’ve never paid anybody to create the actual message or content for your advertising campaigns, then you got what you paid for.

The point is that when you think of marketing, you need to start thinking about your message. You need to think about what you’re going to say and how you’re going to say it. Only when you have the right message should you start considering which mediums to use. This is the difference between a marketing system and typical fragmented marketing. 

A marketing system considers the message first. Then it develops the message and installs the message in a comprehensive marketing system which helps the prospects decision making process.  Finally, it chooses the best mediums to put those messages in to generate leads to pump into the system.  Do you see how much more effective that is than typical fragmented marketing?

So, how do you develop a marketing system and refine your marketing message to be effective? Call us. Get in touch…https://bit.ly/2DkpSQM We might even suggest using our Virtual Marketing Department. What’s that you ask? You can discover more about that on our web site https://bit.ly/2WGzs9w or wait till next month when we’ll talk about the Virtual Marketing Department in more detail and how it can help your business.