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Marketing Mistakes & How to Avoid Them
It is no secret that marketing is one of the most important parts of today's
businesses world. An average joe may not realize just how much Hollywood
studios, computer software companies and fast food restaurants spend on
marketing every year, but it is safe to say that it is often more than
development. Some big budget films now have 70-100 million dollar budgets simply
for marketing, an unheard of amount even 10 in years past. However, even with
all this money and supposed expertise, some marketing campaigns fall flat on
their face. Let's have a look at a few common sense tips companies can follow to
get probably the most out of their next marketing campaign.
Ignore the web at your own risk
While Arizona Senator John McCain happily announces that he not just doesn't
know how to use a computer but that he's never been about the Internet before,
he is not representative from the overwhelming majority from the American
population. More and more people are not just working online, they are
entertaining themselves online and also the television is being pushed into the
background. Not just is advertising online often cheaper than more conventional
ways of advertising, but you reach probably the most coveted demographic online,
as well, males 15-39. Granted, if you're selling life insurance and burial
plots, you may want to reduce your online marketing budget, but if you are
selling any other product or service in the world, the very best bang for the
buck will probably be in cyberspace.
Treat your audience with respect
It doesn't matter if you're selling sugar cereal to 9 year olds or if you're
selling the brand new Coldplay CD to teenagers and adults, people across the
board are smarter today than ever before. The quickest way you can alienate a
potential audience is by either talking down to them or insulting their
intelligence. That's to not say you need to have a highbrow advertising and
marketing campaign that would fit to the pages from the New Yorker; it simply
means that if you are making outrageous and incredible claims about your product
or service, it had better live up to expectations. The days of the snake oil
salesman are numbered.
Avoid blanket marketing
One of the most amazing occurrences in the cable television age is how
fragmented and niche we've all become. It use to be that there were merely a
number of networks(3 major ones + PBS), and when you wanted to run a television
commercial, you tried to make it attract as numerous people as you possibly can.
The days of blanket marketing are long dead, however. Today, we have countless
channels, thousands of magazines and millions of websites. You are far better
off developing a dozen marketing angles for your product that you could niche
market to different groups to try to reach as many people as possible. Yes, it
will take extra time and yes, it'll take extra money, but if you do not, your
marketing campaign is likely to be dead on arrival.
