Sometimes marketers fail at doing there job well wondering what they did wrong. What does it mean to be bad marketer? The presentation creates a short story of MAD DOG and tries to illustrate how marketers can turn bad.

2. MAD DOG is the story of a marketer who
failed to learn new tricks and failed at
doing his job well. .
The next few slides would explain how
MAD DOG failed at his job which people
considered him really good at.

3. LESSON ONE : MARKET RESEARCH IS OFTEN A FALSE GOD
MAD DOG over relied on market
research as usually the research failed to
ask the right questions or focus on more
important issues.
How can people tell you what they want
when they don’t know what they want.

4. LESSON TWO: LET’S FORM A COMMITTE
MAD DOG believed in creating a
committee or at times even a
subcommittee to make marketing
decisions.
For him the time taken to make the
decision seemed immaterial.

5. LESSON THREE: MARKETING IS USELESS IF YOUR GOALS ARE NOT ALINGED
While MAD DOG believed that the
marketing team was aligned to meet
the customer needs but he was not
concerned with whether the rest of the
organization was also aligned to the
same goal.

6. LESSON FOUR: OVER DEPENDENCE ON OLD SCHOOL DEMOGRAPHICS
MAD DOG believed that one needs to
group people together in order to target
them.
Without understanding that digital media
works towards maximizing efficiency
without ignoring the non-core group that
still has the propensity to buy your
products.

7. LESSON FIVE: YOUR PRODUCTS AREN’T ALL THAT UNIQUE
MAD DOG didn’t realize that most
products aren’t all that special; minor
differences in features are completely
lost on consumers.
The relationship a company has with its
customers—is one of the few things it
can own forever.

8. LESSON SIX: YOU’RE ALREADY A SPAMMER
Most marketing efforts by MAD DOG
where viewed as spam by his customers
as he always failed to distinguish between
his e-mail and text messages.

9. LESSON SEVEN: CAN’T GIVE UP HIS LOVE FOR PAID MEDIA
MAD DOG believed that social media
was a passing fad and continued
spending on paid media without
focusing on generating owned/earned
media.

10. When year ended the profits
declined and the company lost its
market share and the attrition rates
also increased leaving MAD DOG
thinking what was he doing wrong.

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