Unobtrusive Marketing: Cutting-Edge Technology of Our Time

"Advertising" is the engine of progress. This phrase is well known not only to people who work in the field of marketing, but also to ordinary buyers. With its help, the market learns about new products, services, brands, receives information about attractive offers that stimulate purchases. But in order for advertising to work, so that a business can attract a target audience, marketers have to put in a lot of effort. And the main problem here is the very high competition that exists in the market. Today, hundreds, if not thousands of companies within one region work in the same niche. And each of them launches its own ad.

To stand out from the crowd, managers need to be as creative and inventive as possible. So-called "obsessive motivators" are often used. Surely you have already seen such ads as "Last day of the promotion", "3 items left at a special price", "60 minutes until the end of the sale", etc. If such a solution attracted the user audience at the stage of its appearance, today it has stopped working. People realized that this was just a trick, that one promotion would be replaced by another. Modern businesses should forget about such intrusive recommendations - they no longer work. They are being replaced by softer motivators, which today can be called the basis of marketing for any business.

As part of today's review, we will dwell in detail on what unobtrusive marketing is and highlight its main advantages. We will explain why this works in practice and tell you how to implement everything as correctly as possible. We will also provide the TOP-20 recommendations that will become the basis for the work of a modern Internet marketer and will help to effectively attract the target audience to the business. We also suggest paying attention to such an issue as 4D branding, what it is and what role it can play in promoting goods and services.

Why should you rely on unobtrusive marketing?

Annoying advertising that imposes certain goods and services is what puts pressure on potential buyers, irritates them, which ultimately contributes to the development of persistent rejection of both specific goods and the business itself. Moreover, the percentage of return of purchases increases significantly. According to the latest research, it is more than 70%, which has an extremely negative impact on the development of the company and carries serious reputational problems.

If such a prospect does not appeal to you, we recommend that you pay attention to softer and more unobtrusive motivators. Now your emphasis should be on advertising containing phrases like “This product is perfect for you”, “Complement your everyday look with a stylish bag”, “Try our cottage cheese and remember the taste of childhood”, etc. You should understand that most buyers visit the project pages or view advertising without any desire to perform a particular target action. And even if there is a need for a certain purchase, no one guarantees that it will be made here and now: it can be postponed for an indefinite period of time, or even forgotten altogether.

In order to minimize the negative consequences for the business, but at the same time remind the consumer market about themselves, about their products, and push them to make a purchase, marketers should use motivations that are devoid of negative consequences.

This means that it is necessary to make adjustments to the approach that your business uses today in forming a sales funnel, and focus here on the same pushing, but softer and more unobtrusive methods of motivation to perform a target action. Pay attention to the following approaches:

• Bet on recommendations. Alternatively, you can use phrases like “It matches your style”, “Add a trendy item to your wardrobe”, “Feel the comfort and convenience of wearing”, etc.
• Describe your product in detail. This applies not only to its appearance, but also to its characteristics. The description should be supplemented with high-quality, detailed pictures. Interactive images are proving to be excellent in practice today.
• If a person has already added your product to the cart, but has not yet placed an order, remind them of yourself. Just don't write, "you have an unplaced order." Send a message containing information about the product parameters they have chosen. Perhaps it's the size, color, or configuration. This way, you will show your concern for the buyer, that you want to provide them with the product that fully meets their wishes and requests, and at the same time, unobtrusively remind them of yourself.

Yes, in the short term, intrusive recommendations give the best result, since the demand for the product generally increases. But it is important to understand that the consequences of this can be extremely negative for business. People often return purchases made under pressure. In such circumstances, we are talking about impulsive actions that they later regret. This becomes the reason for returns, dissatisfaction with the product, which will automatically spread to the entire business.

If you are planning to develop your business, if you are interested not in immediate benefits, but in the future, if you want to gain a good reputation, bet on unobtrusive marketing.

Advantages of soft marketing

Unobtrusive nudging of the audience to perform a particular target action has repeatedly proven its high efficiency in practice. People tired of aggressive imposition of goods and services perceive a soft offer with great interest and attention. As a result, there is a noticeable increase in sales and income from a particular product, but with minimal return rates. Moreover, studies have shown that unobtrusive motivators work best with purchases that users make through their mobile devices.

The effectiveness of such a solution in practice, as well as the benefits of its use by businesses, can be explained by the following points:

1. Absence of pressure that contributes to high impulsivity when making purchases. As a result, buyers do not repent and, as a result, do not return.
2. Unobtrusive prompting to buy automatically forms a more positive image of your business in people's subconscious, associates it with care. This is what contributes to the emergence of confidence in the correctness of the purchase being made.
3. Soft marketing involves constant contact with the audience. During such communication, people learn as much information as possible about the product, are convinced that they need it, and become familiar with the features of its use. That is, they receive the knowledge that will be useful to them already in the process of application.
4. The probability of return, refusal is minimized, since a person consciously approaches the purchase, understands that he needs this product.
5. Loyalty from the target audience increases. Contacting business representatives, people are convinced of their competence, responsiveness, decency. And all this will automatically apply to all goods and services provided by the company.

We can say with confidence that unobtrusive marketing is what will contribute to the formation of a presentable and solid image of your brand in the market, as well as the formation of a target audience that is maximally loyal to your business. You get people who will return to you for purchases, recommend the company to their friends, acquaintances, respond positively to your surveys, mailings, leave reviews.

How to use unobtrusive marketing in practice

The first thing we would like to draw your attention to is that unobtrusive marketing is a technology that can be used by absolutely any business. Today, many of the world's leading trading platforms have already adopted it, such as Amazon and Asos. If any of you have already worked with these stores, you have probably already noticed how aggressive their interaction with the audience was until recently and how dramatically the situation has changed today. But their closest competitors AliExpress and Temu have not changed their strategy. Just out of curiosity, go to these sites, try interacting with them. This way, you can clearly see the difference in strategies and understand why you should still rely on soft motivators.

In order to implement this idea in practice, you need to unobtrusively lead a person to the realization that he needs your product or service. Here, you should focus on the distinctive features and advanced characteristics of your products, as well as all those points that will distinguish it from its analogues. Here you can use such motivators as:

• links, pictures showing your product as an example, complementing them with appropriate captions, such as “How can your man not like such a gift?”;
• practical recommendations based on an individual range of interests, including regarding the specifics of using the product;
• tips that will help your potential buyers choose the right configuration, product package, size, design, etc.

Here you can use everything that will qualitatively demonstrate the compliance of your product with a person’s interests. At the same time, try to avoid putting pressure on the audience’s feelings, exclude associations. That is, unobtrusive motivators are what can calm people down, and not cause them a feeling of uncertainty, anxiety, a desire to go look for other products and compare them with yours.

There are many options for implementing such ideas. Which of them will work most effectively in your particular case, no one can say. Here it is necessary to select ideal solutions by trial and error. You should launch different marketing strategies, check the effectiveness of advertising campaigns, making the appropriate conclusions for yourself. But we want to draw attention to the fact that, in most cases, selling different goods or services requires a separate approach in each specific case. That is, you should focus on the specifics of the product, and not mindlessly implement the most effective result in all your work.

Now we will give a number of recommendations that can become the basis for the work of every Internet marketer and not only. These are proven methods that can improve the perception of your products, services and business as a whole by the consumer audience, increase brand awareness and customer satisfaction.

TOP 20 recommendations for a modern marketer

Regardless of the niche your business operates in, what its scale is, the key to success will be a focus on the needs of the audience. Only if you can attract people's attention to your products, services, individual offers and the company as a whole can you count on them taking the target action. All those methods that are used in practice by modern marketers imply offering something useful, interesting, high-quality. This is the only way to count on a person voluntarily providing you with their email or phone number, a link to a profile on social networks. At the same time, you no longer have to take a phone book and call all the numbers in order to get at least one person out of a hundred to be interested in your offer, and not say: "No, thank you, I don't need it."

Today, marketers have at their disposal a huge variety of tools for soft, non-aggressive influence on the user audience, which in practice give excellent results. Get to know them in order to choose the most interesting solution for yourself and implement it in your business development strategy:

1. We put inbound marketing into practice. This is what will allow you to constantly warm up the interest of the target audience even in a highly competitive niche, that is, where it is becoming increasingly difficult to attract people's attention with advertising. People have stopped responding to banners. They usually scroll through video ads or simply turn away from the screen while they are running. And here you will need to show your creativity to the maximum in order to offer the market something more interesting than a banal picture with an inscription. As an option, you can offer your potential buyers to take a test to understand which of your products or services may interest people, and then provide more detailed information about them. Show that they can download recommendations for performing certain jobs themselves, and then offer them your own services. An effective solution would be to launch your own channels in instant messengers or social networks where you will provide useful information, infographics. That is, here you will be helping people solve their problems, while unobtrusively offering to shift all responsibilities to your company.
2. Perform work to optimize your online presence. Most people get to know the company, its products, and services through the official website. And your task at this stage is to make it comfortable for people to use your resource. If this is text content, then make it as useful and informative as possible, break it down into subheadings, add structure. In the case of graphic material, choose high-quality images that reveal the product features literally in small details. Add active links to other pages of your catalog, where people can find useful information for themselves. Do not forget about optimizing the page for search engines. This will ensure their good indexing and fast loading. Be sure to use key queries so that search bots can identify your site and redirect people to it who will enter the corresponding phrases in the search. But still, the main emphasis should be on the user audience. If a person visits your site and feels discomfort in perceiving the information, you can be sure that he will simply close it and go to competitors.
3. Launch advertising of unique offers. Despite the fact that the market today offers a huge variety of tools aimed at attracting the attention of the user audience, advertising is still very relevant and gives the best results. Just adjust your strategy a little. Today, there are so many advertisements on the network that people stop responding to them, they are irritated by them, which we have already mentioned above. Therefore, when launching your advertising, think it over very carefully. Focus on those products, promotions, offers that are guaranteed to interest people. Think about what you can provide your audience with that will not be in the advertising of competitors.
4. Consider search algorithms, but not for the system, but for people. Most marketers and SEO specialists make a lot of efforts to please bots, to make sure that they index the page well and add it to the search results. This is very good, but the main focus should still be on consumers. Think through all your online representations, be it a website, a social network, a messenger, to the smallest detail, to make people's interaction with them as convenient as possible. By the way, search bots in their algorithms necessarily take into account the convenience for the user audience, promoting to the top of the search results the sites with which people are most comfortable working.
5. At the same time, promote your business offline. Not only the Internet. If possible, take part in relevant exhibitions, meetings, inter-industry conferences, competitions, charity events. Prepare your own stands through which you will demonstrate your products. Moreover, you yourself can become the organizer of such events. All conditions for communication with different people are provided here, many of whom can become your potential clients. Prepare business cards and other handouts. People will come to such events because they are interested in it. They will voluntarily provide their contacts and will go for subsequent interaction, since they will already be familiar with your business.
6. Set up your own showroom. This is relevant for companies specializing in the sale of goods. This way you will get a place where the audience will be able to get acquainted with your products, evaluate their quality, and choose the right products for themselves. A showroom is an opportunity for you to show people your products not on a computer or smartphone screen, but in person. This will be especially relevant for designer products, exclusive goods, and everything that is not mass-produced or uniform. You can promote such showrooms through your official representatives. Alternatively, you can create an additional section on the website where real cases of your business will be presented. That is, it will not be enough to simply write down the address of the showroom: show how everything looks from the inside. This way you can interest potential clients and encourage them to visit your showroom and see the exclusivity of the products. This will definitely contribute to an increase in the number of orders.
7. Involve friends and acquaintances in ambassadorship. We do not encourage you to hand out business cards or other materials about your business at family gatherings, celebrations, or classmates' meetings. Again, we remind you that there should be no intrusion here. Just tell us what you do when the opportunity arises, present your own products as a gift. If people see that they are of high quality and useful, they will not only come to you for purchases themselves, but will also recommend you to their friends. Despite the huge variety of advanced technologies, word of mouth is still effective.
8. Focus on natural link building. Forming a link mass leading to your site is a rather long and complex process. But you should definitely not neglect it. But it is important to focus on those links that will be most useful for promoting your resource. In particular, these are those that will be placed on third-party sites. At the same time, we do not recommend buying external links, since the effectiveness of such a technique immediately comes to "nothing" after you stop financing it. In addition, search engines react extremely negatively to paid promotion methods and classify the purchase of links as gray, and in some cases even black optimization methods. To get an external link mass without any sanctions or restrictions, you can use partnership interaction, which involves mutual publication of material, the use of bloggers' services, and the launch of your own blog. Also, you should not forget about properly organized internal linking of the site. The last option is what will allow you to attract the attention of users to various products and services provided by the company.
9. Think through the cold calling strategy down to the smallest detail. Now we are talking about the fact that you need to understand how you plan to interact with an audience that is not yet familiar with your products or services. To prevent people from reacting negatively to your managers' appeal, you don't need to persuade them to make a purchase literally here and now. Initially, you just need to introduce your audience to your business, the products that you supply to the market. But it is also very important to understand what kind of person you are interacting with, what might interest them. And this means that it is necessary to not just draw up a portrait of the target audience, but to clearly understand with whom your manager will communicate. This is what will become the basis for subsequent more effective interaction.
10. Use an e-mail newsletter to remind people about your business. This applies to both email messages and interaction with the audience via instant messengers. You don't need to do this very often, you shouldn't write about huge discounts, that your promotion is only valid for 3 days, or use other aggressive marketing tools. Your newsletter should contain only useful materials for a potential buyer. Only then will he open it, study it and draw the appropriate conclusions for himself. Alternatively, you can report that your blog has published interesting material on a topic that previously interested this person. You can also tell about the release of a new collection, the launch of a training seminar, some kind of competition, etc.
11. Think about updating the official website. We have already mentioned above that all the content presented on the online presence needs to be optimized, adjusted to the features of search bots and thought out for the convenience of the user audience. But it is still important to constantly maintain people's interest. If they visit your resources every time, see the same picture, all this will become too ordinary, boring. Think about how to surprise your audience, make a person want to visit your site again and again, to benefit from such visits. But the main thing is to do this without compromising the convenience of work for visitors.
12. Satisfied customers of your business are the best channel for promotion. It is in your interests to encourage your customers to share information about your cooperation not only in the form of reviews, but also to tell their friends and acquaintances. In practice, the program "Bring a friend - get a discount" works well. But remember: you care not only about positive feedback, but also about negative feedback. You must understand what is not working the way your customers would like. This is the only way to identify weaknesses and take steps to eliminate them.
13. Launch a business account on those social networks where your target audience is present. Today, social networks are the best way to interact with your target audience. You will be able to comment on user messages, demonstrating your competence in a particular issue, you will quickly respond to comments left and questions received. All this will help increase loyalty on the part of the audience, improve brand recognition. But in this case, it is important to understand what content will be optimal for a particular platform and prepare your publications based on this. Do not forget to check their effectiveness to track which materials people like more, which ones less.
14. Periodically remind people who have already shown interest in your products and services about yourself. This is relevant for those who made purchases, as well as everyone who has at least once contacted your site, even if the order was never received. Here it is very important to use the softest possible methods of influence so as not to irritate the audience. Alternatively, you can offer a discount on the next purchase, inform them about the start of sales, offer a small gift for a new order, etc.
15. To gather a large audience, use video hosting sites. Recently, the audience has been focusing more on video content, as it combines both text and visual components. In the video, you can show your product in as much detail as possible, talk about its advantages, features of use. Here you can use different formats, approaches, experimenting and checking which of them work best in practice. You can also upload recordings of your own seminars, interviews with opinion leaders to video hosting sites, periodically conduct streams, record educational videos, etc.
16. Involve opinion leaders in promoting your products and services. Such public figures have their own representation in social networks, messengers. Many of them run their own websites. And all this gathers quite an impressive audience of fans. Those who will blindly believe the recommendations of the influencer. You can be sure that if such a person even unobtrusively mentions your products, their audience will immediately rush to you to buy.
17. When launching an ad, choose a format where payment is charged per click. This way, you will pay only for those users who have performed the target action, namely, have gone to your resource. It is very difficult to control advertising launched through leaflets, billboards and other outdoor channels. And the main problem here is that you will not be able to understand how many of those who saw your materials were actually interested in them. In the case of online advertising, namely, the one where payment is taken per click, you will not only be able to check your effectiveness, but also significantly save your advertising budget. Money will be charged exclusively for conversion, and not for pixels.
18. In advertising, focus not on your own product or service, but on what problems they can solve. This is what will show people that you care about them first and foremost, and do not think about your own earnings. Advertising should be such that when a person looks at it, he or she feels that it is targeted specifically at him or her, and is capable of solving his or her pains and worries. That is, do not offer a dishwasher - advertise how much free time a housewife will have after installing it. Do not talk about how delicious your tea is, but show the comfort of a family at a common table with tea. Do not sell an apartment - show the charm of owning your own square meters.
19. Develop an affiliate program. This is a format of cooperation in which all parties involved benefit. Thanks to this, an exchange of target audiences is carried out, and those that trust the business with which they have already had to interact. To build reliable relationships, it is important to choose the right partners. Optimally, if this is a company operating in a related industry. Alternatively, if you sell cosmetics, then try to attract a well-known beauty salon to cooperation, if tires - then a car manufacturer or car dealership. This approach will significantly reduce advertising costs, help with link building, and increase the flow of visitors.
20. Follow your audience. It is best to make sure that your target audience is literally surrounded by information about your business. Thanks to this, your products and services will always be in people's sight. If they need to buy them, they will most likely turn to you. But the main thing here is not to overdo it, so as not to irritate the audience.

Let's sum it up

Modern marketing faces a huge number of tasks that require a non-trivial approach to implementation. This is due to the ever-growing demands of the consumer market, with very high competition in almost every niche. And if you want to survive in all this, if you want to take and maintain a leading position in the market, you need to be as flexible, loyal, and customer-oriented as possible. We hope that the recommendations we have provided in today's review will be useful in practice for your business. Focus not on simply selling goods or services, but on forming the most positive attitude towards your business among your audience. This will be the key to success. And here it is worth using unobtrusive marketing.

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