They’re lurking everywhere. In the cubicle farm down the hall, in the office next door and in your company’s satellite locations.
They’ve been known to strike fear in the hearts of millions of marketers and if you’re not careful, they may overthrow your team in an “Invasion of the Body Snatchers” kind of way. The trouble is, they’re not easy to spot and by the time they reveal their true identities, it may be too late. They will have squandered your marketing budget and compromised your brand. Who are they? They are the five scariest marketing pitfalls in the industry today.
If you know what to watch out for, you can stay a step ahead of them.
Look closely at the descriptions below to see if any of these five characters have already infiltrated your team. Along with identifying their signature traits, you’ll also find remedies for their afflictions.
The Vampire: This insidious creature is sucking the life out of your target audience by being a ubiquitous presence in their inboxes and following them around the web. Over-targeting and over-personalization can sometimes push people in the opposite direction. The solution for dealing with a prospecting vampire is to set realistic retargeting caps on your campaigns. You may also want to reinforce the importance of cross-functional collaboration to ensure customers aren’t bombarded with messages and offers throughout your various channels.
The Frankenstein: Relying on a mish-mash of reporting tools can force marketers to analyze results on a simple channel-by-channel basis. This siloed approach leads to inconsistent information and delays in reporting while hindering the team’s overall ability to make faster, smarter decisions. Disarm this monster by introducing a more integrated approach to cross-channel analysis.
The Mummy: Lack of vision may make you want to scream. Stave off mummification by overcoming blind spots and proactively modeling various “what if” scenarios before launching a
The Zombie: Try as we might, coming up with compelling, fresh ideas is always a challenge and can lead to a reliance on repurposing old ones—despite evidence suggesting more effective strategies. A zombie-state benefits from more human interactions. Exposure to different teams can breed new ways of looking at campaigns. It expands knowledge and helps us to better understand the nuances of the different channels in a big picture context.
Odds are that you recognize one or a few of these characters in your day-to-day. The key to dealing with them is being proactive.