Avoiding 5 Common Mistakes When Creating Your Retail Marketing Strategy

Joseph McLean
Guest Contributor

A properly timed and well-targeted marketing strategy can lead to substantial growth for your brand, and a handful of pointers can help you avoid some commonly made mistakes that tend to trip up retailers.

Marketing is an important component of any business strategy. In fact, it is so important marketing experts constantly look for improvements and weak points about which we are going to discuss in this article. One thing is for sure, there is no perfect template. Marketing strategy is actually an ever-changing process of planning and thinking ahead, and includes a lot of work and tons of collected data. However, there are some strategies that simply don’t work but still, a lot of people keep repeating those same mistakes. That’s why I’ve decided to discuss the five most common mistakes in retail marketing.

Don’t put all your money on digital marketing

One thing is certain, digital content is a mighty tool in the marketing business; however, you should never underestimate the power of physical marketing materials. Banners, posters, flags, and such raise additional awareness of your retail business. In addition, hosting special events to promote new products, upcoming attractions, or a new season’s collection, etc., often gathers a crowd. Moreover, these types of events create a customer community, allowing you an important opportunity to create a strong brand with a pool of loyal customers.

Don’t focus entirely on short-term marketing strategies

When you plan your retail strategy, think further than a current season or holiday. As we already said, marketing strategies should almost always be constantly adjusted, so it’s important to think ahead. It’s not a bad idea to have an annual marketing budget and designate portions of that budget for different purposes like product promotions, marketing content development, seasonal and holiday events, etc. You can even create a calendar with all these events so you can keep an eye on everything.

Define and market to a targeted audience

It’s important to connect with your clients and know what keeps them close to your retail business. Once you do that, it will be easy to segment your target audience into different categories which will help you create a marketing strategy that will provide the most effective results. However, there’s a trick that can bring your marketing campaign to an even higher level. When you’re determining a target audience, don’t go for the general segmentation and build around male or female, adults or kids. Try to personalize your campaigns as much as possible.

Avoid dull, generic messages

It’s not beneficial to address an audience ready to buy in the same manner as an audience just beginning its purchase exploration. Messages, offers, and follow-ups should differ depending to whom you’re sending them. If you decide to send the same promotional text to your entire mailing list, there’s a healthy chance that many people will simply cancel their opt-in subscription to your promotions. There are many online writing agencies like Assignment Masters and others that could create more personalized and engaging content if you’re struggling with it.

Concerning messages, sending too many emails in a short timeframe can also be less than useful to the overall success of your campaign.

Don’t rely on passive marketing

Even if one strategy works well, it’s smart to change things, shuffle around a bit and see if a new approach works better. If it doesn’t work then move on to something different and so on. Nevertheless, don’t try to accomplish this without a comprehensive analysis of the campaign and the situation in your market. There is abundant data available to actively adapt your campaign through smarter and better-informed decisions based on live results.


A properly timed and well-targeted marketing strategy can lead to a substantial growth of your business if you dedicate enough time and effort into building it. These pointers are here to remind you of some most commonly made mistakes which might seem unimportant initially, but could end up as a disaster for the future of your store.

About the writer: Joseph McLean is a freelance content writer with years of experience in online marketing. He aims to share his extensive knowledge with e-commerce enthusiasts in order to help them improve their marketing footprint.

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