Marketers and sales representatives will find this article interesting. Maintaining the right reminder frequency is challenging. This is especially true in the most competitive point-of-sale locations where message clarity is met with strong counter messages. Veterinary teams are often hesitant to communicate proactively with customers, let alone nudge them. Learning to balance our needs with. our customers’ needs remains a delicate art for all of us.
Source: Harvard Business Review, April 15, 2016.
Not everything about nudge marketing is rosy. In their enthusiasm, marketers have overlooked some fundamental concerns about using nudges. A company that doesn’t understand these minefields could adversely affect its marketing. Nudges that are poorly thought out could be ticking time bombs waiting to explode and damage the company’s reputation and credibility among its loyal customers. While there are lots of reasons for this, here are the three big ones:
- Nudges can be condescending
- Even when they “work,” they may not achieve the ultimate goal
- They’re really, really hard to get “just right