Smells Like Cookies #4 - The Biggest Marketing Mistake
When I first started to write this article, I planned to list the five biggest marketing mistakes I’ve seen during my career and then identify one as the BIGGEST mistake.
A recent conversation with a CEO changed my plan.
In the first five minutes of our introductory call, and without a prompt, he rattled off his company’s biggest marketing mistakes.
Four of their mistakes were in my top five!
The good news for this company?
The CEO recognizes the foundational building blocks that lead to sustained marketing success.
His challenge is building the foundation and keeping it in place.
Many other company leaders find themselves in a different position.
They struggle to identify the reasons their marketing efforts aren’t working.
It’s usually because of the mistakes listed above (assuming their product strategy, market dynamics and macro-economic forces are favorable).
So, what is the other marketing mistake I see the most?
It’s taking an inside-out perspective to marketing.
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This has a lot to do with product taxonomy and SEO.
In a nutshell, an inside-out perspective means a company does not use market-defined terms (i.e., defacto terms) in their product taxonomy.
Why is this so bad?
It’s a little complicated, so I’m going to dedicate an entire article to it.
I’m also going to write a separate article on each of the other four biggest marketing mistakes.
They all deserve Individual attention.
Committing any of them can sink your marketing efforts as a whole.
But I’ll probably still name my biggest marketing mistake at some point.
Stay tuned.
[ If you need marketing leadership on a fractional/contract basis, or want me to cover specific topics in this newsletter, reach out or leave a comment. ]
Commercial Banking at Fifth Third Bank
11 个月Regarding the annual marketing materials, I’ve noticed staying consistent is key. Interested to hear your perspective when your break down the mistakes individually!