Great research from Sean Moffitt at Agent Wildfire.
Being inauthentic 70.7%
Not creating two-way dialogue 51.2%
Lieing about identity i.e. fake blogging 51.2%
Not measuring what happens 46.3%
Not having a strategy 43.9%
No links to achieving business objectives 26.8%
Not changing company practice as a result of it 22.0%
Losing the brand message 14.6%
Not taking enough risk 9.8%
Not spending enough on it 9.8%
Not building it over time 7.3%
Look here for the full survey and a chance to participate.
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{ 3 comments }
It misses one biggie – having a lousy product. Word of mouth depends on being good enough to be worth talking about.
Thanks for the link, Alanna is right in the comment above, unfortunately a lot of marketers have lost control of what the product is to truly affect that sin.
Perhaps if a marketer feels they can’t effectively market a product or service, for whatever reason — passion being a big contributor — they shouldn’t take the job in the first place.
I’m talking about agencies knowing when to pass on a client and client-side marketers knowing when to give up on a gig they know they can’t do well.
Then again, everyone loves maxing out those billable hours…
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