Kseniya I. Content Marketing Expert

The 3 factors that inhibit marketing in a company

Working without prior research

Entrepreneurs usually decide what their target audience is and what their needs are on the basis of their own ideas. Managers determine what the product and its promotion should be, forgetting about the real needs of the customer.

This is fundamentally the wrong approach. The first step in any of the areas of marketing should be a study, and the deeper it is, the better results a business will achieve. At a minimum, you have to know more about the market and the potential audience, to find out their pains and passions, so that on the basis of this information to develop an effective working strategy.

Doing promotion intuitively is a big risk that can lead to wasted time and money.

Research Methodology

Another "break" in marketing is how to collect audience data. The wrong methodology leads to skewed results, and the risks are the same as no research at all.

For example, some marketers still use the trivial question "How did you hear about us?" As a result, they get answers that are highly contradictory to the real state of affairs. This is especially noticeable if end-to-end analytics is installed on the site and the sales manager fills out a similar field at the same time.

For example, the "How did you hear about us" field may contain a website, but in fact the potential client came from social networks. People don't want to think, strain their memory, and answer such questions with the first thing that comes to mind.

Using the same methods as your competitors use

Often promotion methods are chosen according to the principle "just to have us here" and "all our competitors are here, we need them too". This approach is a sure loser - no one can guarantee that the method works for competitors. And if it works - it does not mean that this method will be as good for your company, because there are many individual parameters that should be taken into account.

Therefore, it is better to be guided by the budget you have, analytics and data on the effectiveness of promotion channels.

And what to do to launch successful marketing?

Take more time to educate yourself, keep up with changes in the field, and experiment.

Implement analytics to see how effective the work is.

Test every hypothesis.

Don't skip innovations.

Don't stop.

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