When it comes to marketing content, what you tend to hear about are which marketing campaigns are successful, what types of marketing practices to adopt, and how to best market your brand. Essentially, you keep hearing about all of the good stuff and none of the nitty gritty that causes a brand to fail.
Sometimes though, it is necessary to understand what makes marketing campaigns fail so that you are able to bypass those mistakes and avoid those pitfalls. Therefore, below is an overview of the most disastrous marketing trends that you should avoid incorporating into your next marketing campaign. Understanding this negative trends can ultimately lead to more success and less trouble in the future.
Real Time Marketing
Real time marketing has really taken off in recent years. Now, marketers are constantly online and ready to keep in touch with the consumer. For example, during the Super Bowl, marketers constantly tweeted and kept in touch with consumers through Facebook.
Sure, this type of marketing strategy shows the consumer that you readily available and interested in their own experience of the game as it relates to your brand, but it also has its downfall. The marketing strategy of keeping in touch with the consumer via real time on a constant basis can also be an ineffective and useless waste of time.
Consumers are not always online, and sometimes they are more interested in watching the Super Bowl than keeping in touch with your brand. To combat this ineffective strategy, one thing to keep track of is when consumers are online most.
There are dozens of informational guides regarding peak times. Keeping track of peak times and posting on peak times can make your marketing more strategic and effective. It also prevents a waste of time, resources, and manpower.
The Teen Brand
Marketing takes a lot of resources and time, which is why you need to make sure that your strategy is effective. One major problem that brands, even the big brands, are still making are marketing content to a target group that isn’t really utilizing Facebook as a resource.
These days, news has it that teens have stopped using Facebook to get their information. Rather, teens are more prone to interacting with their iPhone. If your brand targets teens, then Facebook should not be the resource that you market your brand on.
Instead, you can easily marketing your brand through medians the use a smart phone. This can be done through apps, mobile advertisements, and even other popular social media accounts like Pinterest and Google Plus.
By marketing through these channels, you’ll be able to reach your audience much more easily and you’ll also enable them to share the information that you post on the popular social media accounts.
Not Thinking Before Posting
Most marketers don’t usually wake up in the morning and plan to issue a disastrous marketing campaign. However, not everything runs smoothly and companies still post offensive content online in an attempt to market their product. One example of “not thinking before posting” is DiGiorno Brand’s tweet of the Ray Rice controversy, in which it poked fun of the domestic violence abuse in order to promote its brand.
Take note, while there is a trend to be creative in marketing your brand, that trend does not mean that you need to disregard any red lights. The rule of thumb is that if anyone is likely to find the post offensive, it is best to just skip the post and find something new.
The effects of a poorly chosen attempt at marketing are long-lasting and costly compared to the five minutes it takes to actually review whether something is worthwhile to post. You don’t want to have to go through the process of disaster management when you don’t need to.
The Keyword and the Content Overload
The year 2014 was a year where brands kept touting the importance of keywords and content. The more keywords you add to your overproduction of contact, the higher the chance you’ll have at outsmarting Google and pushing your brand’s rank higher until it reaches strong visibility.
There are issues with this approach, none of which bode very well for your brand. You need to be smart about the way you market your product, and if there is anything to be learned, then it is that marketing requires you to market to your audience.
The audience is the one who will read the content and judge it. When going for the keyword and content overload approach, you aren’t really outsmarting Google like you think you are. First, Google is able to detect keyword over-stuffing.
Second, Google is also able to dissuade false attempts. Another issue is that because you need to market to your audience, the poorly produced and keyword stuffed content will be noticed. Therefore, you won’t be pulling in consumers, but effectively succeeding at pushing them away.
Marketing Products Everywhere
The web is one of the most powerful tools for marketers. But, just because it is a powerful tool, that does not necessarily mean that you need to take advantage of every single inch of the web. For example, one mistake that brands make is promoting their products on websites that are irrelevant to the brand.
For instance, if your brand has to do with motorcycle products, it probably isn’t best to sell your product on every online shop that is popular. Certain online shops have a target audience, therefore the most effective thing to do is to market your product on the online shops where users will actually be interested in what you are offering.
This may take some time and research to scout out, but in the end, you’ll find that your sales will go up and the product of your marketing strategy will be more effective.
Avoid the eCommerce Marketing Mistakes
If you are a new brand and are marketing your product, the worst eCommerce mistake that you can make is getting ahead of yourself by bulking up on your product before you realize what the demand for your product is.
Having an inventory that is overstocked can cause you to take a financial hit that will be difficult to recover from and it can prevent you from truly focusing on the marketing aspect of your brand while you try to continuously push sales. This can create a marketing strategy that is too pushy, immediate, and one that will eventually deflect potential buyers rather than attract them.
Neglecting the Website
This year, more brands seem less focused on their website and more interested in promoting information on social media. While promoting information on social media is effective, neglecting your website is not effective. As much as many brand’s don’t realize it, the website is the first form of media that potential customers check.
In addition, for those brands that have utilized their websites, many of them kept a brochure style. This is also an ineffective approach because websites need to do more than catch and keep a customer’s attention for more than two minutes. The key is to design a website that you can be proud of, keeping it updated, and even trying a minimalist approach.
Pushy Marketing Strategies
Yes, there is such thing as over marketing your product, and it will be your downfall. One of the best marketing trends of 2014 was to market your product and sell it as much as possible. However, this type of approach strictly overrides the basics of marketing, which are to focus on the consumer and to listen to the consumer and their needs.
Over marketing your product takes a precedence over these moves because it neglects what your customer wants. If you need more clarification on what over marketing looks like, then this is a great resource.
Over or Under Staffing
Another trend that has been taking place is that the marketing departments of many businesses seem to over or under staffed. This has some serious repercussions. When a department is over staffed, marketing ideas tend to get too confused and disorganized.
A clear cut direction seems to be less visible and easy to attain when you have too much staff trying to direct the campaign. An equally harmful predicament to find yourself in is a department that is understaffed.
Understaffed departments mean that there is not enough manpower to run the campaign, there may be a lack of ideas, and creativity can be easily lost. You need to find a balance when it comes to your campaign. Choose enough people to run the campaign for the brand, each of who is equally able and knowledge in marketing. Also, having clear-cut ranks can help in the development process.
Overall, just because something is a trend, it does not mean that you need to follow it. A trend can be a bad thing, which is why you need to analyze how the trend is going to affect you and how it will influence your brand.