There are some common marketing mistakes that have been spotted. Weeding them out could save companies millions each year. One such mistake is to focus only on the macro-influencers. This includes the likes of the Kardashians who are considered brand influencers, but they cannot influence the ground level. Their costs being so high leads to a poor return on investment. A lot of companies struggle because they cannot cope up with the constant churn of technology in the ongoing digital age. Digital marketing often gives less than optimal returns when not much optimization gets done for the mobile phone. In fact, a study by Pew Research Center states that the number of smartphone owners has more than doubled over the last 7 years, so this needs to be a major thrust area. The content needs to be visually appealing to cater to the smartphone audience. There must also be an attempt to make sure this content is not just trendy but also at least some part maybe evergreen, to be valuable in the future as well. Some brands struggle in tracking business intelligence due to the lack of reliable players in this field. Firms would do well to look beyond merely customer acquisition. Retention and service delivery need to be focused on at equal pace.


Uploaded Date:03 December 2018

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