Marketing can be loosely broken down into two types of strategies: what I like to call high quantity and high quality.
In this post I’m taking a look at high quantity strategies – what are they, and what do they have to offer?
Some examples: “Sponsored posts” on Facebook, banner advertising through generic or specific networks, certain types of email marketing, catalogues delivered through the post.
In a nutshell, high quantity marketing delivers your message to a lot of people. However, with high quantity comes low quality. This isn’t necessarily a bad thing, it is just another feature that needs to be taken into account. Some of the other key features of high quantity marketing:
- Generally low cost
- Limited options for targeting
- Suitable for general awareness messages
- Deliver low impression : conversion ratio
Generally low cost
Because of the low quality aspect of high quantity marketing, the cost is generally quite low. This means it can be a good option for those with low budgets, or who are just starting out.
Limited options for targeting
High quantity strategies aim to deliver results by giving the broadest reach to your message. Specific targeting of audiences is generally unavailable for these sort of strategies – or where available, narrowing the target audience too much can mean you lose the advantage of exposure without gaining anything.
Suitable for general awareness messages
Because of the wide audience of this type of marketing, it’s well suited to general awareness messages. Getting your name and brand out there, letting people know about a specific event like a sale, or – for an established brand – introducing a new product, are all good ways to use high quantity marketing.
In this instance, “disposable” refers to how the content of your marketing is viewed by the audience. Of course it possible to serve highly relevant, interesting content through high quantity platforms, but by the nature of these platforms, people reached in this way are less likely to engage.
Note, though, the golden result of having content that is engaging enough to take off through a high quantity network is where you really clean up – great results for bargain prices!
Deliver low impression : conversion ratio
High quantity strategies will generally deliver a lower impression to conversion ratio. That is, of the number of people your message is shown or sent to, a small percentage of them will actually take action, for example clicking on a link. For some networks, a click-through rate of 2 – 3% is considered average.
Any leads you get through this type of strategy are also likely to be of lower quality. This can mean more work for your sales staff, following up with prospects that aren’t very serious. Some indication of this cost to your business should be taken into account when costing high quantity strategies.
Why bother with high quantity marketing?
This might all sound a bit off-putting, but it shouldn’t! A high quantity strategy is a low-risk, low-cost way of getting started with your marketing, or for more experienced marketers will usually form part of your overall mix.
The advantage of the broad reach coupled with the low cost makes high quantity marketing a good way to raise awareness of your brand and the cost is often so low for these types of strategies that a single sale resulting from one will cover several months’ worth of campaign costs.
Be sure to check back for the follow up post, when I discuss high quality marketing strategies and how they can help you.