Inadequate research

Look before you leap. Measure twice, cut once. You’ve heard it all before, but an overabundance of enthusiasm can cause anyone to want to jump straight in and get started on an exciting, new venture. Patience is a virtue, take some time to solidify what your goals are and how to best achieve them. This can be done through brainstorming sessions, small team meetings, or even by relying on your own expertise. The main thing is to take some time to think it through before charging ahead.

A big step is getting to know the right target audience and their optimal touch points. Work to understand the actual people and lifestyle you’re defining beyond simply identifying the age ranges and geographic regions. Just because you’re targeting millennials doesn’t mean you should spend all your resources – or even the majority of it – on social media. In fact, Harvard Business Review found that email is the best way to reach them. Building on the social media examples, hashtags can be tricky and even the best-intentioned ones can get hijacked. Don’t get caught serving ads to an unrelated audience because of a wonky hashtag. These are just two examples of information that could be easily missed without proper research or personal experience.

Miscommunication and Lack of Organization

Messy Room

Ever feel like your media plans struggle to even get off the ground. Confusion about who is handling tasks, a mix up on deadlines, budget revisions that never got passed along, and countless other issues can often be attributed to miscommunication or a knowledge gap somewhere along the chain. Things always seem to work out in the end, but why make it harder than it needs to be?

The most frustrating part is that this is completely avoidable and easily remedied by putting a system in place. There are 42 steps to create and execute a media plan so it’s essential that everything is kept in order. The best way to do this is to first identify where your shortfalls are. Is it clarity on assignments, losing track of drop dead dates, or maybe an uneven workload? Once the source has been identified you can get started on the remedy. It could be as easy as having more open communication during meetings or adopting software that helps you manage and collaborate more efficiently. No matter what you do, make sure you and your team fully commit to it. Having only a few people on board is a surefire way to create even more confusion and frustration.

Too slow to react


Set it and forget it advertising no longer works. When your campaigns go live it’s time for you to optimize. As a modern marketer, you need to stay on top of dozens of metrics and translate it into useful information. With the tools and information at our disposal, there is no reason for advertisers to continue pumping funds into ads that aren’t working. Get in there and identify the underperforming ads and the reasons behind the lackluster results so you can adjust budgets, targeting, creative, or ditch it all together. The sooner you stop the bleeding the more funds you’ll conserve to crank up the volume on your successful placements.