Why Most Marketing Fails Before It Even Begins

Most marketing fails have less to do with a weak product because it is just not attention worthy.

However, to talk about attention we must talk about how the information is processed to begin with. Consumers are constantly exposed to messages, with a small fraction moving beyond initial exposure. The process goes from exposure to attention, comprehension and acceptance then finally to retention. Potential consumers are lost by a critical and second step; ATTENTION.

People’s attention spans are short and a Microsoft study indicated that it dropped to a mere eight seconds. Attention is therefore selective as people tend to filter anything that doesn’t feel relevant in seconds. That means visibility alone is not enough so the billboards, a social ads and radio spots can claim to “reach” thousands but is pointless if it does no resonate immediately.

In telecommunications, this gap is rarely about “internet speed” in isolation. The reality or “actual state” might be dropped called during work calls while the “ideal state” of that consumer is reliability and peace of mind.  The purpose of marketing is to ensure this gap is visible then position ENet as the most credible provider to close it.

In telecommunications, this gap is rarely about “internet speed” in isolation. The actual state might be dropped calls during work hours, while the ideal state is reliability and peace of mind. The role of marketing is to make that gap visible and then position the service as the most credible way to close it.

Additional examples in the context of ENet. For a parent, it is not bandwidth that appeals to them but whether their child can stay connected for school without interruptions. The message must reflect a real situation.

The next challenge is retention. Messages may get your attention but can be easily forgotten. Consumers remember what they see often, what resonates with them and what is easy to understand.

For marketers, the simple saying “less is more” applies. The goal is not to say more, it is to say something that can be noticed, understood, and remembered. Beyond marketing in telecommunications, it would be wise to avoid generic claims because if the message is not processed, it does not exist in the consumer’s mind, and if it is not remembered, it will not influence the decision when it matters.

Read my last post here:  Understanding the Psychology Behind a 90 Day Plan