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The Eight Most Common Mistakes Marketers Make

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In Russian there is an expression: “A smart man learns from his own mistakes, but a wise man learns from the mistakes of others. The stupid man--he never learns.” This is both true in life and in marketing, where the lessons learned from wrong-doings could sometimes be more powerful than success itself.

With that in mind, we’ve reached out to the industry to help put together a list of the most common mistakes marketers make. Are you guilty of any of these?

Published in: Marketing
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The Eight Most Common Mistakes Marketers Make

  1. 1. The Eight Most Common Mistakes Marketers Make “We learn from failure, not from success!” – Bram Stoker, Dracula The image part with relationship ID rId2 was not found in the file.
  2. 2. The image part with relationship ID rId4 was not found in the file. 1. Spray And Pray “Many marketers don’t segment their databases and, instead, send their content/message to everyone they can. This ‘spray and pray’ technique only serves to devalue your message. Content segmentation is a crucial step to making sure that the right message reaches the right people.” – Som Puangladda, senior director of marketing for the buyer cloud, Rubicon Project
  3. 3. The image part with relationship ID rId3 was not found in the file. 2. When You Assume … “One of the most common mistakes that marketers make is to assume that a creative idea that they like will resonate the same way with the target audience. Unless you are lucky enough to sell to marketers, your clients have fundamentally different needs and aspirations than you do. For example, a pretty straightforward text email can be more powerful than a killer HTML- rich email. Next time you review creative, don’t think about what you’d like to receive.” – Ben Plomion, SVP of marketing, GumGum
  4. 4. The image part with relationship ID rId3 was not found in the file. 3. The Feature Focus “Focusing on features over futures is the most common mistake I see marketers make. Marketers should be focusing on finding partners that have a defined vision that aligns to their own, and the drive to innovate by solving challenges that will move the needle into the future. Yet many can’t help but get caught up in feature comparisons. If you’re simply looking for the same features that you already have access to, it’s going to take a lot longer to get from point A to point B, if you ever get there at all.” -- Jason Grunberg, director of content marketing, Sailthru
  5. 5. The image part with relationship ID rId3 was not found in the file. 4. It’s Not All About You “The biggest mistake in marketing is when brands make their marketing all about them. It says, ‘Check us out!’ Or ‘Our product is great because …’ And the simple fact is that consumers do not care about your brand or your product. They want content that helps them, educates them, or even entertains them. … Great marketing tells a story that makes your customer the hero, not the product. Marketers need to stop talking about what their business does and start talking about what their business does for their customers.” -- Michael Brenner, head of strategy, Newscred
  6. 6. The image part with relationship ID rId3 was not found in the file. 5. Founder’s Day “The biggest mistake I see marketers making is to not think like an agile start- up ‘founder.’ When I was at Coca-Cola, I started the first global strategic innovation group with a mandate to change the marketing arsenal and approach for all brands and channels in 200 countries. I thought of myself as a start-up founder, with my team being my co-founders, as we identified and developed our strategic opportunities inside a vast bottler franchised network, who were our ‘angel funders’ to raise capital for innovation initiatives.” – Steven Cook, founder, FortuneCMO.co
  7. 7. The image part with relationship ID rId4 was not found in the file. 6. Believing In ‘Mobile-Only’ “‘Mobile only’ has a nice ring to it, but the reality is that few spend time on only one device. Over the course of a day, the typical user bounces from smartphone to computer to tablet, not necessarily in that order, but with that mix of technology. Then you throw in wearables. Unless you absolutely know that your customer or prospect lives only on one, it is imperative for marketers to follow the customer journey through CRM, marketing automation, or a mixture that best fits your business.” – Jeff Hasen, founder, Gotta Mobilize
  8. 8. The image part with relationship ID rId4 was not found in the file. 7. Death By 1,000 Paper Cuts “Embracing mediocrity, endorsing death by 1,0000 paper cuts, garbage in, garbage out. That’s what happens to creative when it’s reviewed and approved in a committee. Creative is subjective and requires gut and instinct. Feedback is important, but one person must make the final call. This person should embrace the subjectivity, have great instinct, and take risks.” – Dave Marsey, EVP/managing director, DigitasLBi San Francisco
  9. 9. The image part with relationship ID rId3 was not found in the file. 8. They Won’t Like Me “I think there is a really interesting perspective on embracing all of your customer. In the world of full transparency, marketers shy away from open, social networks -for fear of hearing negative feedback on their brands or comments. Quite the opposite--there is a wonderful, real- time opportunity to listen, respond, and have your advocates advocate on your behalf!” -- Marcy Q. Samet, CMO, MRM//McCann

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