Marketing is a crucial aspect of any business, but it’s also an area that can be fraught with mistakes. Companies that make marketing mistakes can lose customers, damage their brand reputation, and ultimately lose revenue.
Here are 8 examples that might make your cringe.
Ignoring the changing marketplace: One of the biggest mistakes companies make is failing to adapt to changes in the marketplace. Kodak is a prime example of this. Despite inventing the first digital camera in 1975, Kodak continued to focus on film and print products, even as digital photography became more popular. This failure to adapt eventually led to the company’s bankruptcy in 2012
Failing to understand the target audience: Another common mistake is not understanding the target audience. Pepsi’s ad featuring Kendall Jenner is a good example of this. The ad was intended to promote unity and diversity, but instead received backlash for trivializing social justice movements. This demonstrated a lack of understanding of their target audience and the issues that were important to them.
Being too reactive: Companies that are too reactive to trends can also make marketing mistakes. McDonald’s “McAfrika” burger is a notable example of this. The burger was introduced during a time of famine in Africa, leading to accusations of insensitivity and poor taste. McDonald’s had to withdraw the product and issue an apology.
Focusing on product features rather than benefits: Companies that focus too much on product features rather than benefits can also make mistakes. This was the case with Google Glass. Google focused on the product’s features, such as its voice-activated commands and augmented reality display, but failed to effectively communicate the benefits of the product. This led to poor sales and ultimately the product’s discontinuation.
Using inappropriate humor: Humor can be an effective marketing tool, but it can also backfire. American Apparel’s “Hurricane Sandy Sale” is a prime example of this. The company offered a discount to customers in states affected by Hurricane Sandy, using the tagline “In case you’re bored during the storm.” The ad received widespread criticism for being insensitive to those affected by the hurricane.
Failing to deliver on promises: Companies that make promises they can’t deliver on can also make marketing mistakes. This was the case with J.C. Penney’s “Fair and Square” pricing strategy. The company promised to eliminate sales and offer everyday low prices, but customers were confused by the pricing and the company ultimately had to reverse its strategy.
Failing to take responsibility: Companies that fail to take responsibility for their mistakes can also make marketing mistakes. This was the case with BP during the Deepwater Horizon oil spill. BP initially downplayed the severity of the spill and failed to take responsibility for the damage caused. This led to a loss of public trust and damage to the company’s reputation.
Not keeping up with digital marketing trends: Finally, companies that fail to keep up with digital marketing trends can also make mistakes. Blockbuster is a good example of this. The company failed to embrace digital rental services like Netflix, leading to a decline in revenue and ultimately bankruptcy.
Read More:
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- The worst social media marketing mistake you are probably making
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