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MARKETING HABITS

Don’t let your good marketing habits give way to toxic ones

By our News Team | 2022

Pressure to deliver ROI quickly and with limited resources can force marketers into toxic habits that damage wellbeing and client engagement.

When marketers are under extreme pressure to deliver ROI, marketing habits can end up becoming ‘toxic’, harming both the team’s wellbeing and the customer’s engagement with the brand.

This is the warning from Azadeh Williams, Founder and Managing Partner of global B2B media and marketing agency, AZK Media. In a recent blog post, she outlines some of the critical habits to avoid.

Marketing Habits

Photo by Pablo Stanic on Unsplash

Marketing for the C-Suite, not the customer

Beware of marketing to the executive team rather than to the customer. 

One of the most toxic habits in marketing is when the CEO or CFO dictate the brand look and feel, messaging, website design and marketing collateral. This is typically purely based on personal choices and without regard to what the customer really wants. The end result is a marketing mix that is sterile, dry and disengaged from what resonates with the target market.

Mistaking ‘downloads’ for instant sales leads

Many of the ‘leads’ generated by marketing activity aren’t quite ready for conversion. Someone downloaded your white paper? Don’t have sales call them up straight away to see if they’re willing to buy. 

Research shows prospects engage with at least five pieces of marketing content until they’re willing to buy. Leads need to be nurtured slowly. In many large SaaS/Data companies, these leads can take six months to a year to come to fruition.

Internal marketing inefficiencies

Poorly managed marketing operations can kill even the most brilliant strategy. Think endless online chats, and meetings where marketing teams spend hours shuffling papers. Decisions by committees and an extremely complex approval processes can significantly delay marketing plans and lead to team frustration and burnout.

By investing in the right people, tools and processes, you can streamline marketing, cut costs and significantly reduce the lead time for sales.

Micromanagement and bullying

Marketers are under more scrutiny than ever before, are expected to do more with less, and are often the first to be in the firing line when things go wrong. So, marketers are feeling the pinch…or is it more like a hard, painful punch?

recent report in collaboration with Australia’s Fair Work Commission found that bullying will often occur where there’s a ‘strict pecking order’. Meanwhile, another recent survey further revealed marketing and communications professionals fared the worst among job functions, with the highest burnout at 83.3 percent. It’s no wonder marketing tenure is at its lowest in decades!

Beware of marketing agency overload

How many external agencies does one marketing campaign really need to be successful and cost effective? Often, we see a company engage a video-content agency, a PR agency, a content marketing agency, copywriters, social media manager, designer and a digital marketing agency. Then they hire a junior marketing manager just to manage them all. It’s a drain on marketing budgets and a waste of time and valuable resources. 

AZK Media is based in Sydney, Australia and services clients both locally and around the world.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.