John Tackett

Multichannel Campaigns: How do you avoid zombie marketing?

Zombie marketing.

It’s where lackluster marketing runs rampant as customers are swarmed by hordes of mediocre messages.

So how do you avoid it?

 

Commit to breaking through the noise  

When you strip away all the fluff, marketing is a choice to communicate with the chance that someone might care enough to listen.  

But when you’re in an industry where there’s not much excitement, saying something of interest to customers can be tough. Christine Nurnberger, Vice President of Marketing, SunGard Availability Services, revealed some of the challenges she faced in taking on zombie marketing at SunGard, both figuratively and literally.

“Let’s be honest. Selling managed services, business continuity, production resiliency at the surface level isn’t really all that sexy,” Christine explained. “I was challenged by the CEO when I took on this position last October to find a way to really break through the noise of all the B2B technology clutter that’s out there.”

 

Focus on creating quality content for the channels that will help you break out

SunGard’s overall efforts across email, direct mail and social media were influenced by the buzz zombies are enjoying in popular culture. But according to Christine, the focus on delivering something of value to your customers is vital to your marketing’s survival.

“There is no substitute for really focusing on quality creative content that breaks through the noise,” Christine said.

To learn more about how you can survive zombie marketing, check out our next MarketingSherpa webinar, “How to Leverage the Zombie Apocalypse for an Award-winning Multichannel Campaign,” where Christine will reveal some key takeaways every marketer needs to stay ahead of the marketing undead.

Also, if you have any questions you’d like to ask Christine, tweet them to our host @DanielBurstein, or use #SherpaWebinar.

 

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