I just received a new laptop to replace the one that fell over my balcony in my hotel and into the pool below. Who knew how many pieces there were in a laptop.

Firing up my laptop, it struck me how much marketing was being done using the ‘factory settings’. My browser was configured to start at the manufacturer’s home page. Clicking the ‘search’ button took me to a search page branded for the manufacturer. When I typed in an incorrect web page, the error page was, wait for it… a page branded for the manufacturer.

Sure I could change all of these settings, but I didn’t. This form of marketing, which I’ll call Default Marketing, is when the path of least resistance for your customer is the one that markets you the most.

Default marketing isn’t a new strategy. Your car likely came with a license plate from the dealership. Sure you could take it off, but that would take effort. As long as it doesn’t annoy you, you will leave it there, just as the laptop manufacturer hopes that I leave my homepage.

The key to Default Marketing is to market yourself in a way that drives the desired message without pushing the customer to a point of frustration. Default Marketing can backfire if you are too forceful or make removal too difficult (remember Spyware?)

How can you Default Market yourself to your customers? I’d love to hear your thoughts!