Remember the KISS rule? It stands for “Keep it simple, stupid,” or, more politely, “keep it short and simple” or “keep it short and sweet.” It’s a good rule to heed in all forms of communication, but it seems we marketers need to be reminded of that from time to time.
A recent survey conducted by Yankelovich Marketing points out that, if customers had their way, the KISS method would rule in marketing.
When asked how they would like to be marketed to, 43 percent of those surveyed said they preferred “marketing that is short and to the point.” That was the highest percentage response in the survey.
Next, at 33 percent, has to do with convenience (“marketing that I can choose to see when it is most convenient for me”). In third place comes “marketing that is personally communicated to me by friends or experts I trust.”
But according to Yankelovich President J. Walker Smith, too many of us have been focused on the wrong thing. We’ve been caught up in delivery methods — new media, etc. — while ignoring the importance of how we present our message, regardless of media.
“Marketers are mis-framing the debate about how to reconnect consumers,” Smith said. “This is not about new versus traditional media. New media, like digital and wireless technologies, will never solve the ongoing decline in marketing productivity. The most resistant consumers are still waiting for better marketing practices, no matter what media is thrown at them.”
Andrew Careaga 