Marketing rarely fails because of a lack of interest, ideas or even adequate resources. However, it always fails when it doesn't turn prospective buyers into believers.
Marketing derails when it's little more than a series of loosely strung together and uncoordinated tactics — email campaigns, promotions, presentations, blogs, social media engagements, charitable support, newsletters, collateral pieces, webinars, events and all the other stuff intended to “get the message out.”
While this is a high activity picture, it's also a fruitless one. It helps explain why marketing budgets are cut and market managers last a year or two and move on. Then, the story is repeated, once again.
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