{"id":7916,"date":"2017-08-31T00:00:00","date_gmt":"2017-08-31T00:00:00","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/2017\/08\/31\/5-things-you-should-stop-doing-now-that-are-hurting-your-marketing-roi\/"},"modified":"2023-01-25T09:42:59","modified_gmt":"2023-01-25T16:42:59","slug":"5-things-you-should-stop-doing-now-that-are-hurting-your-marketing-roi","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/5-things-you-should-stop-doing-now-that-are-hurting-your-marketing-roi\/","title":{"rendered":"5 Things You Should Stop Doing Now That Are Hurting Your Marketing ROI"},"content":{"rendered":"

Are you looking for ways to get better marketing results? Perhaps you\u2019re thinking there are other things you could be doing to make better use of your marketing budget or increase marketing ROI. It\u2019s possible, however, that there are things you need to stop doing first.<\/p>\n

In today\u2019s post, we\u2019re covering some of the most common marketing mistakes hurting businesses\u2019 bottom lines (and how to avoid them).<\/p>\n

5 Marketing Mistakes to Avoid<\/h2>\n

1. Forgetting Your Target Audience<\/h3>\n

It\u2019s easy to get caught up in the creative process or media placement decisions. However, if a marketing decision is not tied back to your\u00a0target audience<\/a>, you\u2019ll likely be wasting time and money, and you won\u2019t get the results you want.<\/p>\n

Identifying your target audience enables you to position your brand in a way that appeals to the people who are most likely to be in need of your product or services. Ensure that your marketing clearly communicates to your target audience how your company can meet their needs, fix a problem or help them reach their goals. And keep them in mind the whole time! Don\u2019t neglect the target audience research down the road. Revisit (and refresh) what you know about your target audience at the start of every marketing campaign, so you can make adjustments and plan the most effective strategy.<\/p>\n

2. Cutting Your Budget<\/h3>\n

There is a clear link between budgeting and marketing ROI, but it\u2019s not what you may think. There is plenty of evidence that indicates that cutting your marketing budget will negatively impact your marketing success and will make your company less profitable. That\u2019s because lost sales as a result of budget cuts will likely exceed any savings you achieve.<\/p>\n

In fact, an\u00a0Advertising Research Foundation<\/a>\u00a0(ARF) study indicates that companies should be spending\u00a0more<\/i>\u00a0on marketing in order to achieve better results noting that some advertisers are leaving money on the table by under-spending. Findings of the study suggest that advertising on just one additional platform increases ROI by 19%.<\/p>\n

3. Going All Digital<\/h3>\n

Digital marketing is important, but it\u2019s not always more important than traditional advertising. When it comes to cost, measurability and precision targeting, digital is hard to beat. However, people must first recognize your brand in order to get the best results from digital, and it can take months or years to grow brand name recognition. Traditional advertising, on the other hand\u2014TV, radio and even print to an extent\u2014has a proven and continued track record of trust and success, and is better suited for reaching certain market segments.<\/p>\n

4. Not Tracking Your Results<\/h3>\n

If you\u2019re not tracking marketing ROI, it\u2019s hard to know if you\u2019re getting your money\u2019s worth from your marketing. Consistency in tracking is essential for understanding how well your marketing strategy is performing and where you need to make adjustments. Monitoring and measuring your results begins with understanding your current market position and your goals\u2014because you won\u2019t know how well you\u2019re doing if you don\u2019t know where you started or what you\u2019re trying to achieve. By putting in place tools to measure and analyze the performance of your campaign, you can maximize its effectiveness and optimize ROI.<\/p>\n

5. Doing it Yourself<\/h3>\n

Trying to reinvent the wheel and do everything yourself could be hurting your overall success. It\u2019s likely you will achieve better results by working with a professional media partner and relying on their expertise to expand your marketing department. They have the tools and resources to develop a strategy that targets the right audience and they know how track the performance of your campaigns down to the details, from reach and frequency to impressions and CTR. By relying on a pro, your internal team will have more time to focus on the customer experience or marketing channels to increase conversions and get the most bang for your buck.<\/p>\n

Do any of the above sound familiar? If so, it might be time to change things up. Before reinventing your marketing wheel, make sure you address these common marketing mistakes.<\/p>\n","protected":false},"excerpt":{"rendered":"

Are you looking for ways to get better marketing results?<\/p>\n","protected":false},"author":4,"featured_media":7917,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54,52],"tags":[],"class_list":["post-7916","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beingoodcompany","category-best-practice-tips","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/7916","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=7916"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/7916\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/7917"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=7916"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=7916"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=7916"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}