Monday, 25th September 2017

Is Frequent Advertising A Red Flag?

Posted on 06. Nov, 2013 by in Blogs

A recent Daily Stat published by Harvard Business Review suggests that frequency of online (and other) advertising correlates to low quality service. Specifically, HBR referenced a study produced by Duke University.

“… the [residential plumbing] firms that advertised on Google received, on average, more than 3 times as may Better Business Bureau complaints per employee as companies that didn’t advertise”

HBR concludes that these ‘substandard’ companies fail to create long-term relationships with a satisfied customer base. As a result, they use online advertising, SEO, and traditional advertising to attract people who aren’t willing to do their research to find “good companies.”

Wow. That brush stroke seems just a little too broad… and dangerous. Viable businesses advertise online as a matter of course in today’s digital world. Depending upon the industry, it may make sense for these companies to use traditional means to reach target markets offline as well.

Frequency of on- and offline advertising has as much to do with growing a business as it does with keeping a mediocre business with low customer retention going. This is a great reminder: It’s important to measure, but you have to take care with what—and how—you measure.

Google

Post By Marcia Moran (314 Posts)

Marcia Moran

Marcia Moran

Marcia Moran helps organizations reimagine what’s possible and provides the framework for clients to achieve stellar, long-term results.

As a Performance Architect, Marcia uses the principles discovered through neuroleadership and positive psychology to deliberately design the employee experience and corporate culture. Blended with pragmatic systems design, these elements free people to play to their strengths while reducing strife in the workplace. As a result, people can push beyond their known limits as individuals, as teams, and as companies.

Marcia is also the Vice President of Marketing for Intelishift, a colocation company with operations in Ashburn, VA and Silicon Valley. Prior to moving to the Metro DC area, she worked as a business consultant for Up ‘N Running and advised startups and small businesses in the areas of management, operations, and marketing.

Marcia earned an MBA from Chapman University. She loves to travel, speaks Norwegian, and unwinds by kayaking and painting landscapes. Marcia recently co-founded Positive Business DC with Shannon Polly and Donna Hemmert. Positive Business DC provides resources to help people increase the levels of well-being in the workplace and at home.

Website: → Performance Architect

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