Given the Internet-based model of cloud computing, the use of telemarketing seems out of place. It makes more sense to use social media, online marketing, and web advertising to promote your cloud-based solution and communicate with your market.
However, are you aware that what telemarketing is the precursor to all of those?
It all goes back the same way the Internet you know and love goes back to the telephone. Telemarketing made use of available technology. It targeted a certain audience. And most of all, it was eventually faced with opposition and restriction. The first two are also important for attracting your cloud computing leads and increase subscriptions. If you think that last one is the exception though, you’ll soon find yourself wrong.
Now, here’s how telemarketers specifically fulfilled each objective:
It made use of technology.
The telephone may have advanced a long way when telemarketing was first used in the past 20th century. However, when telemarketing was first introduced, it was just as much a new thing for businesses then as internet marketing is the new thing now. Furthermore, even today’s telemarketers are coming to apply much of their experience on new tools like email.
It targeted a certain audience
Both B2C and B2B companies have always used a form of targeting when sending out their messages. Today, Internet marketers have email listings, the power of social media profiling, as well as behavioral tracking to identify the people viewing their sites. But back then, they had similar counterparts in mailing lists, call lists, and good, old-fashioned market research. In either case, both acknowledge the importance of keeping in touch with one’s customers.
It faced opposition and restriction
Speaking of behavioral tracking though, here’s the part where you’d be wrong about how online marketing is not facing a restriction that strongly parallels that of telemarketing. According to Venture Beat, this restriction is none other than the new, “Do not Track” option:
“For advertisers, behavioral tracking is an effective way to develop a strong profile on web users so they can better target ads. But for privacy groups and web users, it’s a massive breach in privacy that goes against the most basic tenets of the web. Originally proposed in 2009, Do Not Track is the “Do not call” of the digital age, a way for users to tell advertising companies that they want to opt out of behavioral tracking.”
Honestly, one big mistake people make when pitting new marketing tools like websites against traditional ones like B2B telemarketing is they forget they share the same opposition. The Do-Not-Call registers were developed in the same way. Customers grew fed up of intrusive calls and wanted them locked down.
Be it B2B or B2C, it’s this demand for customer privacy that has always kept marketing, as a whole, in check. No matter what you do, that is the customer’s right and no new form of marketing is going to change that demand.
The bright side to this however is that it calls everyone on the side of marketing and sales to look back and realize how history is only repeating itself. As a cloud service provider, you yourself would know a thing or two about customer privacy. Instead of figuring out new ways to violate that privacy, why not look to how the old ways have come to respect them instead? That’s the thing about consulting precursors like the telemarketers. They’ve long learned lessons that are still being learned by their successors.