Using technology can definitely increase your sales, but if it is not used properly it can also be disastrous. Here are a few marketing fails associated to not using technology properly.
QR code: QR codes may fail if they are placed in an area without reception. Another reason they might fail is if they are placed on non flat objects or the codes are placed in areas that are not in reach of the viewers or if they don’t have a viable call to action or if the site linked to the QR codes is not mobile – optimized. A Volkswagen dealership in Illinois had a QR code on a billboard on the highway advertising a deal for their Passat cars. But it was impossible for passers to scan the code and resulted in a marketing failure.
Hashtags: Though Hashtags can increase sales they can also cause a marketing fail if there is a lack of audience control or if you use hashtags that are already popular or if you use human situations or political ones just to get more promotions or if you do not know your audience well. McDonald’s tried a promotional hashtag campaign but it failed because they could not control their customers from tweeting real life stories about McDonald’s.
Videos: Videos as a marketing tool could also fail due to your not knowing your audience or the content being not branded or if it is not engaging enough or there is no call to action or there is no tracking or if it is too long or it is overly promotional. HTC released a video to promote its HTC One phone. The video by itself was humorous but it alienated the customers by insulting their intelligence.
Content: Over looking content can also cause a marketing fail. Emails may fail because they did not target the right audience or you did not authenticate your email or if you do not make your email mobile friendly. The marketing company Neolane experienced a marketing fail when they sent out massed emails addressing the customers as ‘Dear’.
Marketing Automation: Marketing automation when used in the right manner can be of great benefit in developing leads. Many companies send out emails with personalized links to track potential leads, though when these links are shared with many individuals, the result you get is actually a reflection of the behavior of different people and not a hot lead. Marketing automation may fail there is no sales and marketing alignment or if the strategy is poor or if the content is poor or if wrong analytics are used. Organizations who are using marketing automation find that 75% of them are not receiving full value from it, while 62% feel that this technology did not increase their sales and less than 10% of the organizations are using this technique to address programs later in the buying cycle.
Technology can help marketing succeed but in order to do so you have to integrate your marketing department with your IT department, also it is best if you leave the use of technology for marketing to the professional to get it right for you.
TAKE AWAY & ADVICE
So the take away from this whole blog post is to not follow any of the failed strategies that other companies did in the past, you however still need to follow these strategies but do them the right way, as well as become a bad ass problem solver and you’ll be well on your way to generating more leads and even a nice six figure income from your business website or blog.
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