Many companies are now pushing hard for better revenue, profit, market share and brand reputation via marketing. The marketing team, whether they are an outsourced party or an internal one, is given a huge task to make it happen. Usually the time given is short—probably in the range of 6 months like that. Clear instructions are given and decent money is allocated, hoping for the results to come. After 6 months, what happens during this time, in most cases, is the opposite. Money was spent, but no significant result being achieved.
Why?
The reasons are varied however these fundamental things are among the obvious ones.
- The customers do not understand how the company or perhaps the product is relevant to them. They don’t see value in the offer.
- The customers do not see how the company or product can actually solve their problems.
- The company or product do not offer compelling reasons why the customers should change the routine of stop buying the present brand and buy a new brand completely.
- The company has weak business model, pricing structures, follow-through strategies, processes, executions, talent or user experience to manage the leads coming their way.
These are the top fundamental reasons I personally observed why some marketing gigs failed to produce results. It’s not really the marketing I would say, but perhaps more towards the business direction that’s not clear enough. Instead of 100 per cent blaming the marketing team or the agencies hired, perhaps the management of these companies should point the fingers at themselves too for the failure.
