June 2017
Beginner
408 pages
10h 55m
English
Content preview from Marketing For Dummies, 5th Edition
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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 ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.