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This is when people base their marketing expertise on personal opinion. They believe they are typical of the target market - if they don't like something, then the target will not like it either.
Marketing based on subjective opinion will not work - unless you get lucky. Good marketing is based on objective fact. Your personal opinion counts for nothing, it's the opinion of the target group that matters.
'Minute' Marketing
All too often I hear the phrase "I've got a good marketing idea"... normally based on 60 seconds worth of consideration. The 'good idea' is never based on market research or with any thought about the target market or USP.
Often it's just random words, like 'Awards' or 'Webcast'. No thought about whether we have anything that is award worthy or how much a Webcast might cost.
If it's not part of the marketing plan it will fail, you'll waste valuable time and energy putting it into place and it will not benefit from being part of a co-ordinated, targeted campaign.
'Me too' Marketing
A classic mistake made all too often. Executives look at their competitors' marketing and decide to copy certain elements - me too!
They assume their competitors marketing is more effective, or that the marketing is based on extensive research and careful planning. What if it's not? What if they just copied the idea from another company?
Potentially you could have a series of companies all copying the same marketing idea without anybody checking if the idea works or its ROI.
Conclusion
Marketing without a plan (Minute) and based on assumptions (Me too) or personal opinion (Me me me) will never be truly effective - unless you get lucky.
The answer is to do your own research and develop a Marketing Plan. Through research & planning you eliminate the guesswork and remove the need for luck. Fail to plan, plan to fail.
