The Top 10 Modern Marketing Myths
By Jim Symcox on Oct 25, 2007 in Branding, Marketing
I’ve just finished an article about modern marketing myths for the Good Company newspaper. I’d like to say that the list is entirely new. However, there are still the perennial old favourites that crop up. I explain in more detail in the article what I mean and what you should be doing.
To give you a taster here is my list of the Top 10 Modern Marketing Myths:
(1) Publicity Can’t Be Measured
(2) Direct Mail Doesn’t Work
(3) Google Topping Websites Get Loads of Traffic and Sales
(4) Every Company Needs a Website
(5) When A Campaign Works Leave Well Alone
(6) Advertising Creates Brand Awareness
(7) Marketing is Commonsense
(8) Marketing Knows What Customers Want
(9) Cutting Prices Improves Sales and The Bottom Line
(10) Retire A Campaign Immediately It Starts To Look Tired
In the article I discuss the truth, partial truth or otherwise of each of these myths.
And of course these are only my top 10, there’s really loads of marketing myths.
I had at least another 20.
What about you?
Can you think of a good one that I can use in my next article, “A Further 10 Modern Myths of Marketing!”
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Paul Simister | Nov 14, 2007 | Reply
Very interesting list.
I like it and agree with most of them.
I may quibble about number 5. If the campaign is working then it has to become your benchmark. My all means test other items against it but why abandon it
jimsym | Nov 14, 2007 | Reply
Thanks Paul,
These are explained in the article, which we’ve shifted back to the New Year because it was so huge! In Point number 5 what I mean is that you personally may be tired of the campaign but your audience (if it’s still generating sales) isn’t. So don’t scrap it just because you’re bored with it!
I totally agree it should be the benchmark and tweaks applied to every part of it.
And I suppose you could say then it’s like the story of an old but very trusty broom… I’ve had it 20 years and in all that time it’s only had 6 heads and 5 shafts. So is it a new broom or the old one?
Jim