What is aggressive marketing?
The main objective of aggressive marketing is to leave a great footprint on the user, I mean, shock the person receiving the impact. Another of its objectives is to reach a very wide audience with the fewest possible repetitions and in the shortest time..
For it, it is common for this type of marketing campaign to use material of an impressive nature, with great contrasts and aggressive images and language.
Aggressive marketing: techniques, advantages and disadvantages
► Give a product
Many brands use this strategy to reach their consumers, especially, in the case of a new release.
It consists of giving away the product that is being introduced to the market (or a sample) in exchange for minimum requirements, how can it be to complete a form, share on social networks, subscribe to a landing page or similar actions.
The person who has received the gift is left with a good taste of the brand and is more likely to talk about it with someone they know, encouraging more people to get the gift.
For example, ING launches the friends plan every x time. Give € 50 to your customers for each new person they convince to be a Dutch bank customer. The success of word of mouth has been overwhelming.
This action can be turned against the brand if, for example, the expectations created in the consumer, regarding the gift, do not match reality. In this case, you will only achieve the opposite effect to your objectives, I mean, negative word of mouth. Keep in mind that yes, by internal regulations, the gift is packed with a terrifying amount of conditions and fine print, the customer will be disenchanted.
For example, Samsung starred in a campaign in which it gave away a € 50 gas voucher, causing traffic jams in the vicinity of the gas station in question. The campaign was classified as failed, but it was actually a success in terms of visibility. Already know: “better that they speak badly than not speak”. Everything is advertising, according to some say.
► Discount on a service
Following the line of gifts, make discounts on the service, for a limited time, It is a strategy widely used by brands that offer subscription services, domiciliation or membership.
For example, some phone companies offer half price bills for the first months and Netflix also offers a reduced subscription for the first month.
It is a way to give your service a try, to implement it in the daily life of users. If you can make it essential for them, you will have won a large number of loyal and convinced customers.
When the full payment begins, the customer may have the feeling that your prices are abusive, since it has become used to paying a much smaller amount for the same service.
Normally this type of discounts is accompanied by a permanent contract and the impossibility of unsubscribing, if the client wishes, after this kind of trial period, which generates in the public a feeling of deception and monopoly.
► Email Marketing
It goes without saying that email marketing consists of sending messages through email to a large number of people.
The subject of data protection continues to be recurrent and although there are more and more laws that regulate it, users are somewhat in the hands of the companies that sell and store them.
Email Marketing is a very inexpensive type of marketing, since it allows to reach a large number of users with a single action. You only need a database with your emails and an emailing platform, How can Mailrelay be?.
further, your actions can be automated, which reduces costs and time for companies.
By last, mention that messages can be customized based on the target audience. By this I mean the design of the newsletter and its content.
The click or open rate is increasingly low within this technique. On the one hand, email platforms like Google or Yahoo do a screening and send emails directly to the spam tray. For another, we receive so many emails a day between subscriptions, notifications and offers that it is increasingly common to delete without opening.
By spam we understand all those emails that we receive without having requested them, without having subscribed to any blog or advertising from brands that we may not even know about. It is the digital mailbox.
► Special days / weeks
Surely these types of techniques sound familiar to you: El Corte Inglés special week, Media Markt VAT-free day, Black Friday, Blue Monday o similares.
These are discounts or exclusive benefits for a specific day or week. What is sought is to attract the customer who is not entirely determined to purchase a certain product, but what has it in his head, so you can get it with a discount or conditions that you cannot refuse.
The great advantage of this type of action is related to the increase in the number of sales during those days or weeks, when some brands double or even triple their sales.
This type of marketing, actually, does not retain the user, I mean, does not make you a prescriber of that brand, since he will only go to her in this type of days / weeks. further, You can only associate it with this type of offer and discounts and not with a quality brand.
► Pop-up windows
They are the famous pop-up, those windows that suddenly appear on a page, while you are browsing, to ask you for a subscription, show you an offer, play a video or launch another type of ad.
In recent years it has become fashionable to advertise by inserting a video that cannot be closed or that forces you to watch at least 5 seconds. Some even put the X so hidden that it is impossible to find it, causing the user to leave the site automatically.
The reality is that pop-ups, despite being a bit intrusive, they are very effective in online marketing.
One of the keys is to let the user decide if they want to continue seeing that pop-up window or not, or if you want to respond to the call to action. Surely this way you will get extra visibility and, of course, gain subscribers and followers for your brand.
It is an extremely intrusive technique and can be very annoying, causing anger and disagreement with your brand.
Pop-ups that fill the entire screen, videos that cannot be skipped and consume data in a useless way for the user, hiding the button to close the window or launching the same call to action twenty times will cause your recipient to reject your ads and form a bad opinion of your brand.
Telemarketing refers to all types of telephone sales, either a subscription, a rate change, a recovery of a client, etc. Sometimes, the person who receives the call already knows the brand, are or have been a client or have given their data and their consent to receive this type of advertising. Other times instead, no.
If you manage to start a conversation with your interlocutor, you can fully explain your product, you can use sales techniques that will generate engagement and commitment. Closing a sale by phone usually requires a large database, but it's also about clean and long-lasting sales.
If the person who receives the call does not know your brand, they will wonder where you got their data from, generating distrust in the client. In addition to a sense of invasion of privacy that is not at all positive.
On the other hand, with this technique the database is burned very fast, since you have to make many calls to receive only one yes, and a reasonable time must pass before making a second round.
If you burn your database, what is your most precious asset, the rest of the techniques you have programmed will not give results (for example the newsletter).
► Guerrilla marketing
It is a set of marketing strategies that are carried out by unconventional means, whose objective is to reach the user through ingenuity and creativity. That is to say, it is about surprising the user using techniques that are not the usual. For example, a performance on the street or in the subway.
The main advantage of guerilla marketing is that it captures the user's attention in a very striking and creative way.. further, it is possible to do it for a large number of people with a single action.
It is a type of aggressive marketing that has high costs, as it is not economical to rent a facility, the request for permits if it is done in public spaces, hiring staff or printing posters.
► "Misleading" titles: all for the click
How many times has it happened to you that you have entered an article captivated by the headline and its content had nothing to do with it.
Today, In Internet, the battle to get a click is getting more and more violent and, for that reason, It is very common to find articles with very striking titles or photos that later turn out to be a bait for you to click without offering anything that seemed.
Another objective of this type of action is to make the content viral, making it easily shareable on social networks.
It's a way to boost cost per click, since effectively the user clicks on the striking links and it is a technique proven by Copywriting professionals. That is to say, the more striking the headline, more likely that they will read the article and that it will go viral.
They do not transmit any specific message to your users, so the publicity you get through these misleading headlines will make your brand easily forgettable, dispensable and nothing relevant -in addition to being controversial-.
On the other hand, you can cause a feeling of frustration in the user and thus generate a reputation crisis.
You will not only be losing a reader, rather, this type of action will increase the bounce rate of your website.