Unfortunately, not all marketing activity is successful and in our experience, there are several core reasons why marketing strategies fail. Here’s a few of them:
1. No clear objectives
A marketing strategy would normally align with and support your business goals. If your marketing strategy doesn’t have clear objectives (or goals), you’ll find it challenging to measure its success. Start with the end in mind and make sure you’re clear about what you want to achieve from any marketing activity. It’s worth remembering that your market can change quickly, so try to make your marketing strategy as adaptable as possible.
2. Poor research and planning
Thorough market research will give you a valuable understanding of your target audience, target sectors, market trends and, perhaps most importantly, your competitors. Giving time and budget to research is crucial to understanding and successfully targeting the needs of your customers and prospects.
3. A lack of integration
The best marketing strategies are integrated or ‘joined up’ and use multiple channels, both on and offline. Lack of coordination and integration can result in a fragmented customer experience. Avoid mixed messages, keep your messaging, tone of voice and timing consistent and your audience will thank you for it.
4. Thinking short term
A marketing strategy that focuses on quick results could be damaging to long-term brand awareness or loyalty. Short-term marketing campaigns can be very effective, just make sure the long-term strategy is kept in sight. Developing a marketing strategy that includes a blend of short-term and long-term goals is likely to deliver better results.
5. Inaccurate measurement and analysis
Without proper metrics and analytics, how can you measure the performance of a marketing strategy or the return on investment? Regular monitoring, management and analysis is crucial to understanding what’s working and what needs adjustment.
What to do instead?
Lack of time, limited internal resources, and access to expertise – all of these and more contribute to why marketing strategies fail. We can help you avoid the ‘marketing pitfalls’ and work with you to develop, deploy and measure a successful marketing strategy.
