1. Not treating your target audience as individuals.
Personalize your content so your audience feels like they are having a conversation.
2. User behavior is not being used to target the audience.
The fact is that a message sent based on customer actions gets more opens, clicks, and conversions because it is contextual.
3. Marketing efforts are not designed to meet key business objectives.
The biggest mistake marketers today make is not tracking key performance indicators back to corporate business objectives.
4. Not being on the channel your buyer is on.
Engagement marketing is about more than being on as many channels as possible; it’s also about understanding how your buyers prefer to engage and using those channels to communicate with them.
MIA: not working with clean data.