When aggressive marketing works
Aggressive marketing is a promotional tool based on manipulative and provocative techniques. Such advertising should evoke strong feelings in the consumer. And this effect is achieved through scandalous statements, offensive themes, and mockery of moral values. This type of promotion often causes a wave of outrage in society, which is its goal. This tool draws maximum attention to the advertisement and gets people talking about it. Aggressive marketing often means that the brand will be talked about, but rather in a negative way.
In classical marketing, the company gives the consumer information about the product, and it is up to the individual to decide whether or not to interact with the brand. In this case, promotion is not about getting people to buy their products but pushing them to buy by influencing their thinking. This is done through personalized messages based on the needs and behavioral traits of the consumer.
When aggressive marketing is used, the main goal is to get people to do what the brand wants. This is done by drawing the TA’s attention to the company through a scandalous topic, using issues that are painful to society in a perverse way. The main thing here is to press on the consciousness through manipulative statements.
Aggressive marketing strategies
There are various strategies for aggressive marketing:
- Dumping. And it is not just about underpricing a product. Such advertising campaigns often ridicule competitors, aggressively proving how other manufacturers’ products are inferior.
- Creation of scandalous situations. Promotion is carried out through provocative activities designed to make people doubt. Often, such advertising evokes conflicting feelings in customers but increases brand awareness.
- Impulsiveness. The aim is to make those consumers who were not planning to buy the product change their minds and purchase it. An example of this approach is Happy Hours, where people in a certain category are offered discounts for a limited time.
Aggressive marketing campaigns are used when you need to attract the attention of your target audience for a short period. This approach works well for rapid sales growth or to achieve certain KPIs. Aggressive promotion is suitable when budgets are limited. The approach will also work if the target audience is more receptive to this pitch type.
There may be different types of aggressive marketing, such as intrusive push notifications on the website, mass mailings, and multiple product offers for users who are not even part of the target audience.
It is important to understand that this promotion strategy helps to get a short-term effect, but in most cases, it damages the brand image. In Europe, special legal mechanisms control the use of aggressive advertising. Therefore, you need to be extremely careful if you want to increase your company’s visibility in this way.
