Got any marketers near you? Quick! Grab one and ask them if they’ve ever had a campaign fail to reach its goals.
If they said “No” then either they’re not very experienced, they set themselves incredibly low targets, they’re not very honest or they are a marketing genius.
Actually, scrap that, geniuses can have more failures than mediocre marketers because they take bigger risks and set loftier goals.
Stay away from marketers who claim a perfect success rate. Marketing at its core is an inexact science.
If the marketer you grabbed said “yes” then chances are they’ll have all kinds of war stories.
Whatever the reason, we need to get one thing straight: Marketing campaigns fail. Hopefully not often, and hopefully not for long. But it happens.
After working on hundreds of campaigns for businesses of all sizes, here’s what the Rocket team knows about marketing failure.
Most of this checklist is self-explanatory. Spot the issue and you’ll know what to do about it.
Here’s some advice though - if you suspect that the root cause of your marketing failure is simply that your marketing assets are not up to scratch then you need to have a mature conversation about it. Poor messaging and offers will never be overcome with great “technical” marketing or beautiful design. If you’re not offering things prospects value, in a way they can understand, then your campaign is always going to struggle.
Our book “Smarter Marketer: 11 Golden Rules to Help In-house Marketers Thrive in an Ever-Changing Digital World” is a great place to start if you want to dive more deeply into a number of the issues raised here. Get your copy here.
If you think it would help, our experts can audit your campaign and give you tips on how to improve it. No obligation of course.
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