History is littered with the decomposing corpses of businesses that had great ideas, but failed to convince enough people that they needed the product or service they were selling. Why? Because their marketing mix was wrong. They had the product; they might even have had the price. Many will have had the place right. I suspect the majority of failed companies, however, didn’t get the promotion right. They failed to tell the right audience – people who would be interested in buying their product and service – why they would want to buy it.
In a landscape that offers an increasing number of social networks with which to spread the word reaching those people ought to be easy, right? Right… and wrong!
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