17 Off-Putting Marketing Tactics and How B2C Companies Can Avoid Them
B2C Brief
17 Off-Putting Marketing Tactics and How B2C Companies Can Avoid Them
Ever wondered what marketing tactics top industry leaders find most off-putting? In this Q&A session, insights from a Founder & Creative Director and a Chief Marketing Officer shed light on the marketing missteps that drive consumers away. Among the seventeen expert insights, the discussion kicks off with the pitfalls of aggressive referral programs and wraps up with the consequences of aggressive upselling. Discover what to avoid to keep your customers engaged and satisfied.
- Avoid Aggressive Referral Programs
- Respect Personal Data Privacy
- Steer Clear of Clickbait
- Avoid Immediate Pop-Up Ads
- Limit Relentless Retargeting
- Set Retargeting Frequency Caps
- Limit Aggressive Email Marketing
- Avoid Misleading Price Markups
- Avoid Misleading Social Media Campaigns
- Time Pop-Ups Appropriately
- Send Fewer, More Relevant Emails
- Avoid Exaggerated Advertising Claims
- Avoid Unrealistic Marketing Promises
- Focus on Personalized Email Content
- Give Consumers Browsing Space
- Limit Excessive Retargeting
- Avoid Aggressive Upselling
Avoid Aggressive Referral Programs
When companies push referral programs too aggressively. If I genuinely like a product or service, I'll refer it on my own. There's no need to tell me what to do or keep pushing me with reminders. It feels forced and can even make me think of the company as a bit cheap. B2C companies should avoid this by focusing on delivering a great experience. If customers are happy, they'll naturally spread the word. What you can do is that after they get the service and are happy, just leave an email or message saying if a customer comes with your referral, we will gift a voucher.
Respect Personal Data Privacy
I abhor the way companies misuse personal data. Many offer free content or resources, but only in exchange for an email. Once they have this information, they bombard you with calls or emails to push their products or services. I fully understand that the so-called "free" content was a tactic to capture data; however, their approach to outreach shows a huge lack of respect for why people trusted them with their personal information in the first place. This approach undermines trust and feels more like manipulation than a genuine value exchange.
There are multiple ways to avoid this. Firstly, companies should be sensitive about the way they use the data. However, a more effective—albeit long-term—approach is to consistently provide useful content that is freely accessible and instead invest in building a trusting relationship with the customer.
Steer Clear of Clickbait
One of the things I've become increasingly sensitive to in my media habits is clickbait. If you don't give me a clear sense of what you're trying to say or what you're trying to sell me, I'm not going to let my curiosity get the better of me; I'm going to go with a different product. At work, I tend to focus on making sure our marketing content is transparent and immediately engaging.
Thank you for the chance to contribute to this piece! If you do choose to quote me, please refer to me as Nick Valentino, VP of Market Operations of Bellhop.
Avoid Immediate Pop-Up Ads
Pop-up ads that appear the moment you land on a site, asking for an email address, are incredibly frustrating—they don’t give you any time to understand the value before demanding something. It feels like a rushed transaction rather than building a connection, and, more often than not, it makes me want to leave the site entirely. It’s a classic case of prioritizing conversions over customer experience, and it rarely works as intended.
To avoid the intrusive pop-up trap, B2C companies should focus on adding value first—like offering helpful resources or insights—before asking for an email. Letting consumers engage with content and build trust makes them more likely to subscribe willingly, without feeling pressured. Timing matters, and showing patience can lead to more meaningful connections.
Limit Relentless Retargeting
As a consumer, one of the most ineffective marketing tactics I've encountered is relentless re-targeting. There was a time I saw the same ad for a product I wasn't interested in for weeks on end—it became annoying and actually discouraged me from considering the brand. We've learned that over-reliance on re-targeting can backfire. B2C companies can avoid this by setting frequency caps and diversifying their ad creatives. It's crucial to understand when to step back and let the consumer breathe. Sometimes, less is more when it comes to making a positive impression.
Set Retargeting Frequency Caps
Overly aggressive retargeting is one of the most annoying tactics—when you see the same ad for a product you browsed, following you relentlessly across every site and platform. It feels invasive, and instead of building desire, it creates irritation. There’s a fine line between being visible and being downright creepy.
To avoid the trap of over-targeting, brands should set frequency caps on their ads and focus on diversified creative messaging that doesn’t feel repetitive. Instead of hammering the same product, offer complementary recommendations or relevant content to keep it fresh. Less is more when it comes to retargeting—it’s about gentle reminders, not digital stalking.
Limit Aggressive Email Marketing
One thing that really gets on my nerves is aggressive email marketing. You know, when companies send me daily promotions, and my inbox gets flooded? It feels so pushy, and I end up hitting the unsubscribe button.
How B2C Companies Can Avoid This Mistake:
Segment Email Lists: Companies can make their messages more relevant and fun by targeting emails to specific interests.
Limit Frequency: It's key to find the right balance between how often emails are sent and how often they are received. I like to hear from a brand, but I don't want to be bombarded.
Provide Value: Include helpful tips or interesting content along with promotions.
Avoid Misleading Price Markups
Marking up prices before slashing them for a sale? Yup, I find that not just ineffective but also pretty misleading—almost like a scam.
We once had a retail client who thought it was a genius move to hike up all their merchandise prices by at least 40% in the weeks leading up to a sale. The idea was to make it look like customers were getting a massive deal when they saw those "discounted" prices. Honestly, I've never met anyone who actually bought into that tactic, but the store stuck to it anyway. We voiced our concerns, but it fell on deaf ears.
This approach felt unfair to customers, even though the store still made some profit from those "specials." Eventually, we had to part ways with this client because that kind of marketing just didn't sit right with our ethics. It's all about being honest and fair in business. That will go a long way.
Avoid Misleading Social Media Campaigns
As a consumer, I dislike misleading social media campaigns. Claims of 'influencer-approved' or 'fastest-growing' mean little without data to back them up. At my company, we're transparent with clients about what results to expect, like a 15% uptick in traffic in three months. Vague hype only erodes trust.
I find persistent cold calls irritating. I've signed up for the Do Not Call Registry, yet some brands ignore that. Respecting people's time and consent builds goodwill. We only call leads who've given permission and keep calls helpful.
'Fake' social proof, like paid endorsements without disclosure, also upsets me. We're eager to highlight happy clients, but only transparently and with consent. Honesty is the only ethical approach, even if slower. People see through shady tactics and they decimate brands.
Time Pop-Ups Appropriately
Too many pop-ups. You know the ones. They appear every time you land on a website, demanding your email before you can even touch the page. You haven't even had a chance to look around yet, and you're being ambushed. It's so frustrating, and you have to hit so many Xs just to be able to browse a website. Companies should really focus on the timing of these rather than bombarding visitors right away and offering them some value first. Let them explore your website a bit and understand what you're about. Once they've engaged with your content, a well-timed pop-up with a relevant offer can actually feel like a helpful suggestion rather than an intrusion. You could also consider exit-intent pop-ups, which only appear when the visitor is about to leave the site. This feels a little less pushy and respects the user's browsing experience.
Send Fewer, More Relevant Emails
One marketing tactic that really annoys me is when companies send too many emails. I get it—everyone wants to stay in touch and keep their customers engaged. But when I'm bombarded with constant messages, it feels more like spam than anything valuable.
I've found myself avoiding brands that clutter my inbox. It's a real turn-off and makes me reconsider my loyalty. To avoid this, companies should focus on sending fewer emails that actually matter.
Rather than overwhelming customers with promotions or generic updates, they should aim for targeted content that feels personal. A well-timed email that speaks directly to my interests goes a long way, while a flood of messages just pushes me away.
Avoid Exaggerated Advertising Claims
As someone who has worked with many brands over the years, one marketing tactic I find ineffective is dishonest or exaggerated language in advertising. Consumers today are savvy and can spot unrealistic claims from a mile away.
For example, promising "explosive growth" or "guaranteed ROI" sets unrealistic expectations. The reality is marketing results depend on many external factors outside a firm's control. My agency has found more success by transparently explaining our process, setting proper expectations about what's realistic, and then over-delivering for clients. They appreciate our honesty and become long-term partners.
Rather than hype, my team focuses on educating potential clients about how we can specifically help them. We allow data and results to speak for themselves. When clients see clear explanations, realistic timelines, and case studies showcasing ROI, they feel empowered to make an informed decision about working with us. In the end, building real trust and delivering real value leads to the best marketing: word of mouth from happy clients.
Avoid Unrealistic Marketing Promises
Off-putting marketing tactics, in my view as a consumer, include aggressive cold-calling, excessively hyped language in advertising copy with little substance, and dishonest marketing that makes unrealistic promises.
As someone who works in marketing and relies on building trust, I avoid misleading language and unrealistic claims. My team focuses on educating potential clients and allowing our results and client testimonials to speak for themselves. When clients see clear explanations of our process, realistic timelines, and data-backed results, they feel in control and are more willing to invest.
For example, many marketing firms promise "guaranteed ROI" or "explosive growth," but the reality is marketing results depend on many factors outside our control. We find more success in transparent communication, setting proper expectations about what's realistic, and then over-delivering. Our clients appreciate our honesty and become long-term partners. In the end, building real trust and delivering real value leads to the best kind of marketing—word of mouth from happy clients.
Focus on Personalized Email Content
As a consumer, I find overly-aggressive email marketing tactics off-putting, especially when brands bombard my inbox with frequent promotions that feel generic and insincere. This approach often leads to disengagement and unsubscribes. B2C companies can avoid this mistake by focusing on personalized, relevant content that addresses the specific needs and preferences of their audience. Utilizing segmentation and data analytics to tailor messages will enhance customer experience and build stronger relationships.
Give Consumers Browsing Space
I hate it when brands bombard me with pop-ups the second I land on their website. You know the ones—those aggressive prompts asking you to subscribe or take advantage of a discount before I’ve even had a chance to look around. It feels pushy and interrupts the whole browsing experience. Instead of making me want to engage, it actually makes me want to close the site and go somewhere else.
B2C companies should instead give consumers a little breathing room. Let me explore the site first. Get me interested in what you’re offering before hitting me with the “Sign up now” pop-up. It might be better only to show the pop-up after I’ve been on the page for a while or have done something with it. It feels more natural and less like I’m being forced into something right away.
Limit Excessive Retargeting
I think excessive retargeting is one of the most off-putting marketing tactics. When a company repeatedly bombards you with ads after a single website visit, it quickly goes from being helpful to feeling invasive. This tactic can damage the trust between a brand and its potential customer because it starts to feel like they're not respecting your personal space online.
Instead of aggressively retargeting, focus on building relationships through informative content and clear communication. By offering valuable insights through newsletters or blogs, you can engage consumers at their own pace rather than overwhelming them with ads. It's important to give the consumer the space to make their own decision while maintaining a helpful presence.
Avoid Aggressive Upselling
As a consumer, I find overly aggressive upselling to be off-putting, especially when it feels forced or irrelevant to my needs. This can create frustration rather than engagement. B2C companies should focus on building trust by offering personalized recommendations based on genuine customer behavior and preferences, rather than pushing products without context. A customer-centric approach is key to avoiding this mistake.
