Understanding why social good campaigns fall short
Poor strategy, inadequate research and badly-conceived objectives are among the main reasons that campaigns hoping to achieve social good fail, according to a study in Social Marketing Quarterly that drew on a survey of 100 marketing practitioners and experts.
The reasons for failure from personal experience
Fifty-eight percent of interviewees stated they had been involved in a social marketing campaign that failed. The potential contributors to this disappointing outcome reached 78 in total, but the most frequent stumbling blocks were:
- Poor strategy development(cited by 14 participants), such as by focusing...