Marketing For Dummies, 5th Edition

Chapter 17

Ten Common Marketing Mistakes (And How to Avoid Them)

IN THIS CHAPTER

Discovering how trying to market to everyone and relying on discounts hurts profits

Recognizing the importance of treating all customers (even angry ones) with respect

Learning from others’ mistakes is always better than making your own. This chapter presents ten all‐too‐common marketing mistakes businesses of all sizes make and how to avoid them so you can keep your sales and marketing efforts on track.

Making Assumptions

Assuming that you know your customers, their preferences, their loyalty to you, and the competitive environment in which you operate is one of the most costly mistakes you can make. In most cases, you’re likely wrong.

With all the research and feedback tools available today to help you monitor the voice of your customers and their real needs and attitudes, there’s no reason to ever assume anything. Regularly survey your customers to see what they like and don’t like about your brand, your products, and your service. Do surveys to update your Net Promoter Score (NPS) as well. During transactions, ask for individual feedback and engage in social listening. Analyze results to identify trends and things you can do to maintain and increase satisfaction.

Ignoring Customer Complaints ...