5 Horrible, Natural, Mistakes Marketers Make

Click to enlarge this tweet from Oreo, which is mostly known in social media marketing circles for its spot-on Super Bowl tweet. This one is not that.

Call it learning from others’ mistakes. Call it schadenfreude. Whatever marketers call it, iMedia Connection dubs it “Destructive Marketing Habits of Major Brands.”
That’s the headline for Kyle Montero’s article on what not to do in marketing.

These are the mistakes marketers should avoid, according to the piece:

  • Failing to consider the consumer’s perspective. This is about a specific marketer’s audience. One size does not fit all. “It becomes easy to copy others who’ve seen success with certain tactics while failing to ask the critical question, ‘What will this actually do for my brand,'” Montero asks.
  • Oversharing on social. No, this isn’t about discussing toe fungus. First, it’s about long posts. Montero cites Jeff Bullas. Bullas says, “Retail brand Wall Posts less than 80 characters in length receive 66 percent higher engagement than longer posts. Very concise Posts—those between one and 40 characters—generate [the] highest engagement. Only 5 percent of all retail brand Wall Posts are less than 40 characters in length, even though these receive 86 percent higher fan engagement.”

Second place goes to “excessive posting.” Socialbakers found three tweets in one day meant followers’ “average engagement rate[s] had a tendency to decline.”

  • Jumping on bandwagons. The first names that come to mind for this are Kenneth Cole about #Cairo and, on the positive end, Beyoncé Knowles about Maya Angelou’s passing. But Montero points out that even considerate, well-intentioned posts can come across as just desperate acts of hangers-on.
  • Relying too much on marketing automation. (See the illustration in the media player, at right. Enough said.)
  • Creating content for the brand—not the consumer. If marketers want to discuss multivariate testing or predictive modeling, more power to them. If they want to sell products and services, great. But why should consumers read it, watch it or listen to it? “For a brand to truly capitalize on content marketing’s potential, it should not approach content creation from a sales perspective but should assess the value of content in relation to practicality and genuine allure,” according to Montero.

How much does the corporate communications structure play into this? Legal?

Heather Fletcher is senior content editor with Target Marketing.
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