Understanding why social good campaigns fall short

Social good campaigns often fail because of errors related to strategy, research and objective-setting, according to a study published in Social Marketing Quarterly.

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...

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