Reasons Behind the Failure of Some Marketing Campaigns

You try your best to ensure that your marketing campaigns succeed. However, even if you try hard, there will be times when these campaigns end up failing. You can’t do anything about it if it already happened, but you can prevent the same mistakes from happening again. Here are the most common mistakes leading to the failure of some advertisements.

Lack of understanding of the audience

You need to understand your audience and their preferences. If you decide the ads based on what you want, you are not necessarily advertising to the audience. You need to conduct thorough research to ensure that you have a clear picture of what your customers want. You need to customise the ads based on their behaviour.

No clear goals

Not all ads have the same purpose. Some ads are perfect if you want to increase the number of people visiting your website. Other ads will help provide information to people about topics related to your products, without directly selling the products. Traditional advertising campaigns like banner printing are perfect if you have a small business which is still in its initial stages. You want people to know about the brand, so using print media in local areas will help.

Incorrect advertising platform

You need to know what platform would be suitable for your marketing campaign. You might want to target old people, but you are using online ads only. You are not reaching out to them if you don’t diversify your campaign. You can consider print media for older demographics. You also can’t advertise on national television if you have a small business without enough profits yet, since you will need to spend almost everything you have.


You need to have a consistent brand. For instance, if you are attempting to reach out to kids as your primary customers, you need to have ads that they can relate to. Even the design elements also need to be consistent. If you notice, some brands seem to own specific colours. When you think of a particular colour, you immediately remember the brand. It is due to how consistent they are in using the said colour in all their campaigns. If you keep changing your brand and you don’t have a clear direction, your potential customers will notice this flaw.

Generic ads

You want to make your customers feel that you thought of them when making the ads. Avoid generic advertisements that you copied from other existing campaigns. They are uninspiring and probably won’t motivate people to buy from you.

Too much selling

Advertising does not necessarily mean selling products. If you keep forcing your products down the throats of your customers, even your most loyal customers will leave you. They don’t want to feel like you are treating them as cash cows. You need to change your approach in advertising to avoid saturating them.

By avoiding these mistakes, you can convince people to buy what you offer. You also need to remember your failed strategies so that you won’t repeat them.

Dragan Sutevski

Posted by Dragan Sutevski

Dragan Sutevski is a founder and CEO of Sutevski Consulting, creating business excellence through innovative thinking. Get more from Dragan on Twitter. Contact Dragan