A failed marketing campaign can happen to the best of companies. It doesn’t matter how much money or how many experts were involved. When the fundamentals aren’t followed, a marketing campaign has an increased risk of failing.
For example, research plays a crucial role in the success of an advertising strategy. In fact, recent reports indicate that 80% of top performers succeed because they researched.
So why are these campaigns failing? Here are 3 possible reasons why.
Poor execution
Experts say even with the best planning before a marketing campaign takes off, poor execution can cause it to fail. That can be disappointing, considering the amount of detail that may have gone into the planning process.
Execution is an extension of your planning, and you’ll need to take the appropriate measures to get it right. For example, draw a detailed plan of the execution process. This includes having a concise strategy on the specific roles everyone is expected to play.
Another thing that works very well is to have a committed group member whose sole responsibility is to ensure that everyone plays their roles effectively during the execution stage. Adding this task to the already packed schedule of the campaign manager or lead increases the chances of overlooking some vital details.
Therefore, if your marketing campaign failed, it would be best to go back to the drawing board to identify what could have gone wrong at the execution stage.
Focusing on the wrong metrics
Metrics are essential to every marketing campaign, which is probably why there are so many resources to help you do that. However, some metrics are more effective than others.
Also, it can be confusing because each one measures different things. This explains the need to know which ones are best suited for your business and the marketing campaign you plan on running.
Some metrics that determine the success of your strategy include the cost per lead, website traffic, cost per conversion, Return on Investment (ROI), and cost per win. Indeed, these are only a few examples as there are many. The metric you use will also depend largely on your marketing campaign’s style, structure, and objectives.
For example, a digital marketing campaign will require website traffic metrics. On the other hand, a traditional marketing campaign may not require the same metric system. However, flexible lead tracking systems like WhatConverts may be ideal for different marketing campaigns.
Lack of creativity
If your campaign is boring and uninspiring, it will not succeed. That’s because it may not generate excitement among the public or the target audience. Marketing campaigns require a great deal of creativity and thinking out of the box.
To prevent this, consider seeking help from a creative team to touch on those areas that fell outside your business domain. If you were trying to cut costs by avoiding creatives, that could have been one of the reasons why the whole campaign failed.
However, they are more abreast with marketing trends and content likely to draw attention. What worked for you a year ago may not produce the same results, and these professionals can help.
