Marketing is a mystery. There are more “marketing geniuses” floating around your offices than anyone can count. Every employee has an opinion as to what’s needed, what works and what doesn’t. Unlike other company functions, marketing is difficult to get your arms around.
When an organization implements certain marketing activities, there will always be those who rush forward with complaints and criticisms. It is because of such turmoil that so many companies embrace serious doubts about marketing.
However…marketing is surprisingly easy! Marketing is simply aligning an organization’s products and services so your customers come to identify with a brand. However, if it is so easy to understand, why does it go wrong so often? Here is how it goes wrong and what can be done about it.
1. Management believes it knows marketing. Yikes! It’s not uncommon for the person in charge of marketing to report to someone who has very strong opinions, but little or no marketing knowledge. Often, this is the same person who believes they have a flair for marketing. The person who is in charge of marketing has to either bang heads or cave-in to the pressure. 1st issue of when marketing goes wrong.
2. Lack of discipline. Just as I placed the blame on management, another culprit is the marketers. It is very easy for marketing to get out of hand. This only increases when there are many great ideas flying around the office every day. However, it takes a strong person to listen and then say the simple two-lettered word, “no”, to anything that is off plan. The best way for a marketer to stand strong is to have carefully developed clear and well-documented objectives. Without these, the 2nd issue of when marketing goes wrong is bound to happen.
3. Keeping marketing too narrowly focused. Bouncing around too many marketing activities at one time is very possible; however, there is a seductive tendency to do just the opposite. Marketers like to lighten the load by peeling away activities. Stripping them down so they’re marginally effective is the 3rd issue of when marketing goes wrong. In 2013, to be successful at marketing, you must move in many directions. It depends on connecting with your customers in all the ways that works for them. That means your marketing programs must be multi-faceted.
4. Unrealistic budget. In the world of business, there are always ways to improve marketing efficiency without damaging your overall effectiveness. This is absolutely true for marketing. All-too-often companies expect those in marketing to produce extraordinary results with an underfunded budget. This is the 4th issue of when marketing goes wrong. A lean budget is important from a financial aspect, but one that is anorexic simply won’t work!
Today, marketing tools cost money and for an organization not to take full advantage of the latest technology will soon spell disaster. A company cannot expect results to match their expectations with an unrealistic budget. While junior marketers can add value, it is the senior professional that needs to steer the ship in the right direction.
There is a clear pattern running through these four ways marketing goes wrong. It is that marketing is more than great ideas, cutting edge techniques, or innovative events. At its core, marketing success depends on an understanding of prospects customers. Thus making something happen to turn one into the other.
How to accomplish this?
Takes vision, innovative thought and persistence.