Published on August 8, 2007
Common Marketing Afflictions or Diseases of the Marketing Mind Based on a blog post on by Ron Shevlin Presented by John Dawson See http://marketingroi.wordpress.com/2007/08/07/common-marketing-afflictions/
Delusions of Brandeur Symptoms : A condition where marketers think that a branding effort will be the antidote to falling or stagnant sales. Treatment : Showing sufferers pictures of babies, and explaining that their branding effort needs to be nurtured and cared for, has been known to minimize the delusions A strong dose of realism may also aid recovery. See also : Babywithbathwateritis
Channel vision Symptoms : Those afflicted with this widespread and debilitating condition believe that the channel they’re responsible for is the only channel driving sales and profitability. Not uncommon among those working in eCommerce and mass media advertising. Note that this disease is highly contagious and can spread rapidly through an organization if treatment is withheld Treatment : A bitter reality pill is often the preferred treatment. Many suffers find that group therapy is the only cure. However social stigma may hinder group participation
Net promoter syndrome Symptoms : Sufferers of this “disease” believe that as long as the number of people who will recommend your company is outgrowing the number of people who hate your guts and will stop at nothing to destroy you, then you’re on the path to increased profitability and growth Treatment : A relatively new condition which is being closely monitored. Recent attempts to help sufferers come to grip with the affliction have been ignored with suffers incapable of accepting evidence for their condition
Calcuphobia Symptoms : These marketers display an intense dislike — and even fear — of trying to calculate the ROI on their marketing investments. Advanced sufferers don’t even bother to track what they’ve spent in the first place. This is often a sister condition to those who suffer from Delusions of Brandeur Treatment : Gentle treatments include some basic reviews of top-line performance as well as peer review. Further treatments include a course of meetings with finance chiefs and auditors.
Extinctivitis Symptoms : Marketers suffering from this condition fail to recognize the importance of the online channel to their firm’s marketing efforts, let alone the potential impact of Web 2.0 technologies. Oddly, they have a tendency to collect America Online installation CDs from the 90s Treatment : A strong dose of technology related materials and case studies may allow the subject to acknowledge their condition. However case must be given to avoid overexposure as this can lead to cases of Integrated-ignis-fatuus-itis
Blogophilia Symptoms : Irrational belief in the power of blogging to help a company improve its customer relationships. See also Wikireliance – a common and increasing belief in the validity of User Generated Content Treatment : This disease is often best left untreated. In many cases, symptoms will vanish after a few months. If symptoms persist then condition can be managed using a variety of corporate controls
Mistakeitis Symptoms : a failure to acknowledge past mistakes. Symptoms include inability to review historical performance, failure to acknowledge performance other than that expected and an irrational belief in future improvements in marketing performance with little change in strategy Treatment : options include reviews from finance teams, management action to improve organizational processes and the application of systematic as opposed to ad hoc data analysis
Integrated-ignis-fatuus-itis Symptoms : An irrational belief that uttering the words digital and integrated every few sentences will make you wise to the new and emerging technologies (see also mobile marketing madness) Treatment : A sound briefing in the practicalities and realities of digital technologies. Reality checkups may also help to ensure that digital strategies complement those from traditional channels rather than making customers lives more difficult. See also : Calcuphobia
Intransigencia Symptoms : Stuck doing the same old thing. Knows that a change of approach is needed but doesn’t know how, so does the same things as before (only bigger). Thrashing around looking like they are doing something, but really only just sinking SLOWLY Treatment : In extreme cases, may require shock treatment with a complete overhaul of all marketing processes. In many cases, only a CMO transplant can save the organization
CEOitus Symptoms : this insidious marketing disease is awful because it is often misdiagnosed as Brandeur. When in fact it just means marketing the CEO will say yes to, no matter how stupid of off putting it is to customers. Treatment : left alone, this condition will often worsen into Intransigencia. The best remedy is found through research and testing in to make patient aware of the condition.
About the authors... Marketing ROI: Whims from Ron Shevlin http://marketingroi.wordpress.com/ Marketing-Works! from John Dawson http://marketing-works.blogspot.com/ Fred Goodwin Jason Knight – Wesabe.com All images from http://www.freeimages.co.uk
Marketing ROI: Whims from Ron Shevlin
Marketing-Works! from John Dawson http://marketing-works.blogspot.com/
Jason Knight – Wesabe.com
All images from http://www.freeimages.co.uk
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