Many companies who purchased Super Bowl TV commercials fumbled the opportunity to build their brand and increase long-term sales. Sloppy advertising was consistent, and especially costly considering the price for a 30-second ad was $4.5 million!
All too often, publishers, business owners, authors, and marketers create promotions that mimic a boring high school teacher. For example, we get overly preoccupied with our own ideas and products. We think our message is desperately important. We deservingly believe everyone should love our marketing. Yet, we’re shocked to find out that hardly anyone is paying attention.
Top musicians realize that they must earn the trust and respect of their audience – every single time. Likewise, marketers must earn the audience. Yet, some marketers take audiences for granted, so consumers lose interest in the product and buy elsewhere. What does it look like when marketers make this mistake?
Too many marketing executives play it safe by restricting their advertising to targeted segments of homogenous consumers. They market to the same audience over and over, then wonder why they’re not gaining marketshare.
Social media may be effective at marketing small, start-up brands. But, it’s not very effective at growing big brands. Research is proving that social media is a marketing charade for two reasons.