Marketing campaigns are incredibly fickle, and even a small error has the potential to drastically reduce the effectiveness of the campaign. Yet, given the time constraints often put on marketers to manage all channels effectively, errors can often slip through the cracks and damage the reputation and earnings of a business. Here are some of the top marketing mistakes that are costing your business money.
It may seem silly, but when a marketing team is running multiple channels at the same time, spelling errors can often slip past the editors. Even Mitt Romney made a glaring spelling error in an iPhone app, in which America was misspelled to be Amercia. These errors reflect badly on the business, can attract hordes of negative publicity, and make a company out to be a joke. With marketing automation, marketers can automate a lot of the menial tasks in the marketing campaign, which will reduce the workload and decrease the chance of manual spelling errors.
Dirty data is perhaps the biggest mistake any marketing team can make. When data isn't routinely updated to omit duplicates, incorrect, or improperly formatted data, it results in inaccurate views of the customer. With an abundance of duplicate data, data analysis will show the business as having more customers than it actually does, as well as depicting heavier concentrations of particular demographics, which will result in misguided marketing campaigns that will waste resources. Cleaning data is time-consuming and tedious, but with marketing automation, you can manage and organize big data more easily, simplifying the process of data cleansing.
Making Your Brand Secondary
Branding your company is critical to its success, and your brand needs to remain central to all of your marketing efforts. By making your brand secondary, your ads will be less memorable, as fewer clients will remember which brand is associated to which product.
If your goal is to lose customers rapidly, then spamming should be your go-to tactic. There are few things more annoying than signing up for an email list, only to have your email account bombarded with dozens of emails daily. Spamming makes a company look bad, it's obnoxious to consumers, and it creates an overly commercial reputation for your company, rather than the personalized and welcoming reputation that customers seek. Marketing automation allows you to track your marketing campaigns with greater precision, eliminate duplicate data, and segment your customers based on interests, so your marketing efforts can target the right audience at the right time, thus avoiding the annoying spamming that reduces conversions.
There are times when consistency is paramount to business success, but your marketing campaign isn't one of those times. Your customer base is always changing, growing, and adapting, so your marketing campaign needs to grow alongside them. Marketing automation makes it easy to track and analyze the effectiveness of your campaign. It will help to illuminate the areas of the campaign that are performing the worst, so you can make changes as needed and maximize results. It also helps you to remain ahead of consumer trends, so you can perpetually alter your strategy to cater to industry fluctuations.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.