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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

6 areas where online marketers fail

Answered => “What are the main sources of pain for businesses when online marketing?” on Quora.

=> My answer…

What do they think is the pain or what’s the pain that’s standing between them and success? I’m going to go with the latter.

In no particular order:

  1. Clearly defining the objective and staying focused on it. At the start, too often expectations and scope exceed reality and best practices. From there it’s all downhill.
  2. Analytics – That is, looking at the data and being willing to act on what it’s saying.
  3. Appreciating the ever growing level of noise. Non-marketers tend to (vastly) underestimate how difficult it is to get the right attention of the right people at the right time.
  4. Understanding that it’s a marathon and not a sprint – unless you have a ton of budget to throw at it. Even then it’s easy to spend quickly and get sub-optimal results.
  5. The effectiveness of marketing – online or off – is a function of strength of brand and value of product. Lip stick on a social media pig is still a pig. More visits and Likes won’t fix something that no one wants to buy in the first place. Yes Virginia, your baby might in fact be ugly.
  6. Free is not free if you dump a lot of time into Tool X and get sub-optimal results. Often using the tools are easy, just like swinging a hammer is. But that’s not the same as using the right tools the right way at the right time for the right reason. Driving screws with a hammer can be pretty frustrating.

Yes, some of these overlap. Yes, they are often not exclusive to online marketing.

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