Tuesday, October 1, 2013

Spotted: A Missing Marketing Medium in Lebanon

We have had our ears pierced by radio ads, our eyes filled with tv ads;  we have endured polluted streets with outdoor ads, have suffered from junk emails and SMS (yes, it is a marketeer talking here). 

...But believe it or not, there's actually a marketing medium that has not been milked in Lebanon.

I have looked everywhere, asked everyone and even contacted some companies that use the medium themselves, but to no avail. Can you guess what it is?

Consider a business to business firm with a data wealth like no other. Each customer data file contains... let's see... a phone (telemarketing), an email (mass emailing), a mobile phone (SMS marketing), a fax number (JACKPOT!). 

There it was, the one single unexploited medium.. and for a good reason. There's absolutely no such service as fax marketing in Lebanon! It obviously exists elsewhere. It exists in Canada, in the US, in Europe... Hell, they even had to use legislation to regulate it! 

Yet, not only was I unable to find a single service provider in Lebanon, none of the online ones abroad were ready to service Lebanon. 

Now, there are other ways to do fax marketing (like fax softwares and fax machines' broadcasting feature), yet you'd have to kill your fax line with overload if you go anywhere over 100 faxes (trust me, I tried.)  Otherwise, there will always be the good old fashioned way... the manual one.

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