While the main goal of marketing is simple, some people tend to make it harder to achieve. Basically, marketing is all about attracting customers, expanding and preserving your audience, yet sometimes it might seem that marketers totally forget about it when creating their campaigns. Lucky for you, World Federation of Advertisers identified and listed seven deadly sins that can ruin marketing campaigns. Your goal is to avoid them at all costs.
- Interrupting ads.
People tend to react badly to interrupting ads, especially when they interrupt something intense, be it a sports match, a horror movie or a TV show full of action and drama. You still can use such ads, though; however, your goal is to make them more related to the content they interrupt. Otherwise, they will cause irritation instead of interest.
Moreover, if your ads are too long or are used too often, this will irritate people too. Try to find some balance here.
- Bad knowledge of your audience.
Getting to know your audience is one of the basics of every marketing campaign, yet it seems some marketers don’t know that at all. You have to research your audience before you start a certain campaign if you want it to be successful. This way you’ll be able to find the best way to present your products or goods.
Moreover, knowledge of your audience can help you to create the campaign at the first place. For example, if your target audience is young people surfing the web from their mobile devices mostly, there’s no point in using big, complex and detailed graphics: make it more simple instead.
And, of course, if you know your audience well, you will know who to address with your brand’s offers. Sometimes marketers make a big mistake, addressing a person, who’ve already expressed their dislike of their brand. A good research can help you avoid it.
While exaggeration might seem normal for advertising, deception is completely another thing. When your product or service isn’t nearly as good as you say, people get disappointed and turn away from you. Actually, they can stop buying all of your brand’s goods if a deception is too strong.
Moreover, deception can cause a strong negative response in social media, affecting not only your sales but your brand’s reputation too.
If you want people to trust your brand, you have to be consistent in everything you do, especially in your messaging. This will also help you become remembered. That’s why it is so important to develop a consistent and integral marketing strategy and to stick to it. Writers, sales, designers and even customer care have to understand how your brand should look and how it has to be represented.
- Neglecting innovations.
Innovative technology can help your employees to work faster and to become more effective. That’s why it is so important to invest in modern software and to use it for analytics, social media monitoring and so on. This’ll help your team finish routine tasks quicker and focus on more important things more often.
- Creating bad quality ads.
Sometimes marketers decide to focus on quantity rather than on quality, creating too many ads that look quite poorly. It’s better to make high-quality ads your priority, putting efforts into developing and testing them instead of making too many of them. If the ads are good, people will watch them, but if they are bad and there are too many of them, people will just get annoyed.
- Avoiding risks.
When you’re always trying something safe, you can succeed, but you can blend in with the others at the same time. Do not be afraid to risk and to try something new: after all, many things that are popular now were invented by someone bold and innovative some time ago. It’s the unique videos, ads and images that become viral, not the ordinary ones. Remember this and try to create your own trend instead of following the ones created by others.
As you see, there are many things that can ruin the positive brand impression, which you were trying to build so hard. That’s why it is important to be attentive and cautious enough to not let these mistakes into your marketing campaign.