We have long been accustomed to the fact that the main currency of marketers is successful cases that we share with colleagues and clients. It is customary to tactfully remain silent about our failures, although the analysis of unsuccessful decisions is becoming increasingly popular, because their practical value is often higher than that of success stories.
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In addition to the importance of lessons on “how not to do it” and interesting data for analysis obtained in practice, such cases also form a healthy perception of failures as inevitable side effects on the path to gaining experience - after all, they also shape our professionalism. Moreover, from experience, open discussion of unsuccessful strategies and decisions inspires trust in clients and colleagues: subconsciously, everyone understands that even the sun has spots, and they are more willing to decide to cooperate with those who can think self-critically and adequately evaluate their work, rather than endlessly praise themselves.
I really like the approach of Flowwow, which regularly shares its experience, which includes both victories and anti-cases. As a vivid example, I will cite a recent presentation by Irina Tatarinova, head of the SMM and influence marketing department, for Epic Grow. In the process of analyzing strategies and rules for interacting with influencers on different platforms, she supplied almost every point of “how to do it” with a commentary on “how not to do it”, referring to cases from practice and highlighting special illustrative ones of them as anti-cases, the development of which led her and her colleagues to more successful results.
All references to incorrect decisions warn against mistakes and represent invaluable experience. And they also clearly demonstrate that the most successful marketing moves, even in large well-known companies, are often the quintessence of dozens and hundreds of previous attempts.