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Seven Common Mistakes Marketers Make

by Subir Kumedan  |  
January 26, 2016

When you have worked as a UX consultant for 15 years and counting, you fix a lot of mistakes.

In this article, I'll cover seven mistakes that I come across regularly, and I will include simple strategies to help you overcome them.

If you decide to fix even one of the following mistakes, you will see better results for you and your business.

Important: Don't try to solve all of the mistakes at once. Pick the one strategy that your team or organization will be most receptive to. Help them get used to doing things a different way, and seeing the benefits, before moving on to the next one.

Mistake 1: Focusing on Competitors Within Your Industry Only

Look outside your vertical first. Unless you're in a cutting-edge design industry/vertical such as consumer travel or food delivery, chances are the best-in-class online experiences are happening outside your vertical.

It used to be that customers compared your offering to that of your competitors, especially in the B2B world. Now, they compare you to Amazon, Airbnb, Spotify, or the like—the "places" where they spend 80% of their time.

By looking outside the vertical, you also understand how your customers are viewing you in context of other choices in their lives.

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Subir Kumedan is a user experience architect who drives business results by mapping customer journeys and designing sticky user experiences. He has delivered results for Apple, eBay, Leapfrog, Visa, and others. Get his battle-tested customer experience strategies.

LinkedIn: Subir Kumedan

Twitter: @SubirKumedan

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  • by Neil Mahoney Tue Jan 26, 2016 via web

    Mr. Kumedan makes some very good points. Looking outside you market will not only help stimulate product ideas, it can often reveal Threats that may hurt your business, Lasers completely changed the precision-measurement market -- obsoleting many conventional instruments and tools.

    Secondly, just looking at the overall market and not focusing on the heavy users/big spenders. Is one of the most-common mistakes Marketers make.

  • by Chris Goswami Wed Jan 27, 2016 via web

    Excellent summary - really useful

  • by R Lafferty Wed Jan 27, 2016 via web

    excellent piece - good starting point for a website redesign

  • by tara Wed Mar 2, 2016 via web

    Clear explanation of mistakes that marketers make. Really useful tips..

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