In a Harvard Business Review column this month Kevin Clancy and Randy Stone offer up a compelling piece of research describing the effectiveness of marketing campaigns. Clancy’s group Copernicus Marketing Consulting tracked more than 500 marketing programs for consumer and B2B products and services over the past decade. Their study found that 84% of the programs they tracked resulted in declining brand equity and market share. Bad strategy and poor budgeting are the root causes of these failures according to the study. I haven’t seen the study or reviewed the methodology but their conclusions line up with our experience. Additionally, we would add the ten year tilt towards customer advocacy and away from enterprise profitability has contributed mightily to these results. Ben McConnell over at Church of the Customer has a different view…
Subscribe ARMORY | Book MOBILIZATION | Engage CAMPAIGN | Register SEMINAR