Sure, we’re getting closer with the internet and adwords but adwords still interrupt my use of search engines because I was looking for content and now I’ve clicked a link and I’m reading a bigger ad. Such is the nature of selling stuff.

It also assumes that consumers know the best solution to their problem and how to search for it. Some consumers don’t even realise they have a problem that needs solving until some commercial message points it out. E.g. a current carpet cleaning ad on tv… how am I supposed to know that my vacuum cleaner isn’t doing a proper job? My children (if I had any) could be getting sick and I’d never even know the cause.

While I’m not advocating Fax Marketing (I’ve never used it) I don’t think it can be counted out as Phil said… it’s just the media. What can be examined is clients not understanding their market, how to target them, or how to craft an effective ad that creates response (and not listening to Ben in general).

Then, once we’ve got that first little bit of interest it’s straight on to your marketing basics.

Good, thought provoking post Ben!

Craig

anticipated, timely and relevant are message characteristics not media attributes… in other words sending it via email as opposed to fax has no impact on them…

i definitely concede that web based communication has much more going for it (is likely cheaper and more effective) and i would unlikely use or recommend a fax bomb but i couldn’t equivocally rule it out until i understood (listened to) my customer

loving your work

ophil

However (like email marketing) over time this (without constant work) loses its relevance and becomes spam. That’s the point at which it becomes worthless.

i actually have never owned a fax machine and do not understand the reason for their continued existence BUT strokes for folks in this one… the case you report highlights the inappropriateness of the fax for the campaign, though i can imagine there still is a place for them IF THE CUSTOMERS IN THE TARGET PREFER IT… I can think of a particular demographic where this might be the case (and conversely they are likely to reject electronic overtures wiht as much passion as we reject fax)…

This is a mistake I have made before, substituting my views (as a customer) for my customers views… its not a marketing mix for no reason, but I agree that you need to understand the reason for using whatever element of the mix you choose…

Remember though all generalisations are dangerous, including this one!

Keep up the provocation

ophil