The Diary Of A CEO with Steven Bartlett Moment 125: The Marketing Professor: The Biggest Business Mistake You’re Probably Making Without Realising It
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Sep 1, 2023 
Rory Sutherland, an advertising and marketing expert, discusses the common pitfalls in modern business strategies. He warns against the obsession with measurable outcomes, which can lead companies to neglect crucial factors like customer loyalty and engagement. Rory argues that relying solely on historical data limits future insights. He emphasizes the importance of balancing brand marketing with performance marketing, advocating for strategies that foster long-term customer relationships and enhance overall brand recognition.
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Overemphasis on Quantifiable Metrics
- Businesses overemphasize easily quantifiable metrics.
- They underinvest in valuable but difficult-to-measure aspects like customer loyalty.
Reaching Non-Active Customers
- Most potential customers (97%) are not actively searching for a product at any given time.
- Investing in reaching this broader audience is crucial, despite difficulties in measurement.
Optimize Bottom of Funnel First
- Optimize the bottom of the funnel first, addressing conversion issues.
- Then focus on repeat purchases before expanding to broader brand building.
