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The 3 Biggest Blunders That Marketers Can’t Afford Read
Dustin Clark / Business 2 Community / September 26, 2013
A marketing staff is only as good as its ability to bring in business and justify its budget. The best Chief Marketing Officers and Directors of Marketing know that proving ROI is the bottom line. And yet marketers keep making the same mistakes. Here are three digital marketing blunders that you can’t afford— and how to avoid them.
Planning without research
“Digital marketing strategy” is so common a phrase now that it’s not even buzzworthy. But when CMOs and their marketing departments get in a rush to adopt the latest social media, inbound and content marketing practices, they often lose sight of a very important step to undertake before planning: Research.
Before you outline your 12-step program to conquer Pinterest, it’s important to know who is using Pinterest, how and why they are using it, and if it’s relevant to your product or service after analyzing this information. Early adopters are often credited with success for diving in to the pool first and reaping the rewards—but there’s little credit in reading the rules of the swimming pool before jumping in.
Analyzing your audience, their wants and needs, how your product solves them, and how they interact with this information—in a social landscape, on you and your competitor’s website, and so on—are just as important steps as developing campaign KPIs, outlining your plan of attack, and measuring your success. Don’t be afraid to dive in, but do look before you leap!
Targeting just problems
A common reason marketers are called into the conference room is to solve the Big Problem—be it a post-algorithm update dive in rankings or an unexpected market shift for a product or service. While it may not be every marketer’s dream to take heat for these unpredictable occurrences, they’re a fact of life in the marketing world.