Firms should adopt 90/10 marketing strategy

An expert has urged companies to adopt the 90/10 rule when executing a multi-channel marketing strategy.

Rachel Arthur, an associate marketing editor at Worth Global Style Network, explained that the 90/10 approach applies to a social media-led sales strategy whereby 90 per cent of the messages are fun and concentrate on building awareness and ten per cent of content actually pushes the product.

"There's the 80/20 rule and I think we can skew that even more now and say it's the 90/10 rule," she commented. "If you do it the other way round then people just aren't going to listen to you."

Ms Arthur maintained that using this approach on social media platforms is a good lead generation tactic when it comes to courting the attention of younger demographics, as some 96 per cent of Generation Y customers aged between 16 and 25 use some form of social media.

"[Some] 22 per cent of time spent online, around the world is spent on social media - that means that one in every four and half minutes is on some social networking site or another," she continued.

Writing in Marketing Profs, Jim Lenskold, founder and president of consultancy Lenskold Group, recently advised marketers to adopt a marketing and sales strategy that educates prospects and engages sales leads.