Companies that need better marketing: Full list

There are some companies that need better marketing campaigns and strategies, and in this article, we will point out what they do right and wrong by briefly explaining.

Any effective business strategy must include marketing, but doing so may be a difficult and complicated task. While some businesses seem to have a natural talent for marketing, others find it difficult to develop successful plans that appeal to their target market. There are various reasons why businesses may have trouble with their marketing, from a lack of resources to a poor grasp of their target demographic.

Companies that need better marketing are listed in this article, and we will give examples and information on why they found themselves in a place here. Let’s start!

Companies that struggle with marketing

Companies that need better marketing, in other words, companies that struggle with marketing, need better strategies and execution tactics.

Insufficient resources

When it comes to marketing, a typical issue that many businesses deal with is a lack of resources. The ability of small firms and startups’ ability to communicate with and reach their target audience may be constrained by a lack of financial means to spend on costly marketing efforts. Even larger businesses may find it difficult to devote the necessary funds and resources to marketing if they deal with other financial constraints or conflicting objectives.

Nevertheless, a lack of resources might show itself in ways other than financially. For instance, businesses might not have the necessary personnel or internal expertise to carry out marketing efforts successfully. Delays, bad material, and missed chances may result from this.

Companies can take several actions to address the problem of a lack of resources. Businesses may reach their target audience without breaking the bank by utilizing cost-effective digital marketing platforms like social media, email marketing, and content marketing. Companies can still succeed with their marketing initiatives if they can come up with innovative and clever solutions to the problem of a lack of resources.

Lack of effective messaging

Another frequent issue businesses have when it comes to marketing is ineffective messages. This happens when a company’s message does not successfully reach its intended audience or when the message is not delivered in a compelling, unambiguous manner. Ineffective messaging can lead to poorer conversion rates, lower conversion rates, and decreased brand loyalty.

Lack of knowledge of the target audience is one of the factors that might make messaging ineffective. Companies can not fully comprehend their customers’ requirements, preferences, and problems, making it challenging to create a message that connects with them. Companies may also employ overly general language that fails to set them apart from their rivals or jargon that is difficult for their target audience to understand.

Companies should first spend time and money studying their target audience to tackle the problem of poor messaging. This may entail soliciting consumer input, performing market research, and employing data analytics to understand consumer behavior. Companies may create messaging specific to their customer’s requirements and tastes by better understanding their target demographic.

Additionally, messaging should be delivered in a straightforward, understandable manner that sets the organization apart from its rivals. Businesses should test their messaging to ensure it is effective and be prepared to modify and improve it as necessary.

Internal conflicts

Internal disagreements may be a big problem for businesses regarding marketing. Delays, misunderstandings, and poor marketing tactics can result from a lack of coordination between several departments or stakeholders. For instance, the marketing division can have a different perspective on the brand’s target market than the sales or product teams do. Coordinating marketing efforts may sometimes be challenging due to conflicting agendas or objectives among various parties.

Businesses should prioritize excellent communication and collaboration between departments and stakeholders to address the challenge of internal conflicts. Regular meetings, open lines of communication, and common goals and objectives can all help with this. Companies should also develop a distinct brand vision and messaging that all stakeholders can support. This can aid in ensuring that all marketing initiatives are unified and true to the brand.

Wrong target audience

When it comes to marketing, one of the biggest problems businesses encounter is having a poor grasp of the target customer. A lack of target audience knowledge might result in poor marketing tactics that fail to appeal to potential buyers. Low engagement levels, poor conversion rates, and eventually lost growth prospects are possible outcomes.

Lack of data and insights is one of the reasons businesses can not have a good understanding of their target market. Companies could not have access to the appropriate data or might not be gathering data in an efficient manner. For instance, they could not meaningfully monitor website analytics or client behavior. Additionally, businesses might not be undertaking enough market research to fully comprehend their clients’ wants, preferences, and problems.

Companies that need better marketing

Some of the companies that need better marketing are either about to run out of business or have been showing a descending graphic for a long time. Below you will find some that fit both situations.

Coty Cosmetics

The well-known brands sold by Coty include philosophy, Rimmel, Sally Hansen, Calvin Klein, Marc Jacobs, Chloe, Beyonce, Roberto Cavalli, and Beyonce. In addition to conventional food, drug, and mass merchants, Coty offers its products through supermarkets, independent shops, chain pharmacies, upmarket and mid-tier department stores, and nail salons.

CEO Michele Scannavini said: “U.S. market softness, particularly in the mass fragrance and nail categories, and the high level of promotional activity through the holiday season, have impacted our performance in mature markets. On a more positive note, our investment in the emerging markets is starting to yield positive results, with solid growth driven by Brazil, Southeast Asia, and South Africa.”

Coty Cosmetics is definitely one of the companies that need better marketing.

Motorola

Motorola (MMI) has had some of the worst marketing on the earth over the years. Who educated these folks about branding, after all? Products are frequently given more names than anyone can recall. This phone has four names in addition to being dual branded with Verizon and bearing the word “4GS” in large letters on the back. Perhaps the Motorola Verizon Droid Razr Maxx 4GS would have been a better name for it. Just like the iPhone, it’s easy to say.

Motorola had decent power back in the day, but now we rarely come up with a Motorola phone on the street. Back in the flip phone days, Motorola had the biggest impact, but they are now one of the companies that need better marketing after failing to keep up with the pace of other firms.

Blackberry

Given everything that is going on at BlackBerry, it is understandable why the business received this year’s top ranking for low consumer involvement. After a dismal year in which it lost market share to Apple’s iPhones and Google Android smartphones, BlackBerry is now in the midst of what investors hope is recovery.

Back in the day, Blackberry used to be one of the most used telephone models in the whole world. Now, they are one of the companies that need better marketing because of their descending graphic. Apple, Samsung, and other popular phone brands wiped Blackberry out of the market mainly because Blackberry didn’t adapt to new changes and failed at marketing.

In November 2013, turnaround expert John Chen became BlackBerry’s new CEO. To refocus the company’s attention on its strengths, primarily secure corporate software, and solutions, Chen has been focused on dissolving its losing handset sector. After 10 years, Blackberry is still lost compared to other big smartphone manufacturers.

Sears

It has recently become worse for iconic retailer Sears Holdings (SHLD), formerly a bellwether company associated with the American middle class. The business has been trying to get rid of assets as it learns how to survive in the new digital retail era.

Under the leadership of hedge fund manager Eddie Lampert, Sears had been attempting to pique consumer interest by highlighting its member-centric Shop Your Way platform and emphasizing online sales, but unlike J.C. Penney (JCP), where a true turnaround may be on the horizon, the Sears re-invigoration has fallen short. This was years ago, of course.

Sears’ reputation has fallen incredibly, and only a few stores are left. That is why they are one of the companies that need better marketing if they want to make their return to the old days.

Companies that have gone global successfully

Some firms go under the companies that need better marketing, and others are the industry professionals. Below you will find some of the companies that have gone global successfully and reached bigger audiences.

Walmart

In 1950, Sam Walton entered the retail industry by opening Walton’s 5&10 in Bentonville, Arkansas. He undoubtedly didn’t foresee the store becoming the biggest brick-and-mortar retailer in the world, given its humble beginnings. His revolutionary business strategy, which finally led to the 1962 opening of the first Walmart, blended affordable prices with high-quality services to flourish in the retail sector.

Currently, the global retail behemoth runs 10,500 stores and clubs in 24 nations. It has a workforce of 2,300,000 and generated $572.8 billion in revenue in 2022. Walmart is also pretty good at marketing as they are not one of the companies that need better marketing.

Don’t forget to check our “what is a marketing tech stack” guide!

Dell Technologies

Dell, one of the top computer companies in the world with annual revenue of $101.197 billion and 170,000 employees worldwide, is ranked 31st on the Fortune 500 list in 2022. The business, which Michael Dell started in a college dorm room in 1984, makes and assembles personal computers, including laptops. It has expanded into the field of cloud computing and now provides services, including networking and cloud storage.

Dell maintains offices and officially sells its goods in 374 locations throughout 77 countries, including the US, Middle East, UK, and Canada, while having its headquarters in Round Rock, Texas. However, its products are offered in more than 180 nations thanks to partnerships with other companies. Dell is clearly not one of the companies that need better marketing. Their efforts are substantial.

Lego

The Danish toy manufacturer obtained the funding required for expansion by leveraging a solid brand and a strong corporate culture. The business stayed true to one of its founding principles: All children are capable of creativity and building, which is why they are not among the companies that need better marketing.

Outstanding U.S. sales encouraged the marketing team to expand into other countries using the same marketing and promotional strategies. Lego quickly discovered that American-style bonus packs and gift marketing were not well received in other nations. The management team didn’t start looking into the intricacies of target market customer views and how to leverage them in Lego’s favor until some of the programs failed.

Lego has a solid foundational product with enduring consumer devotion, like many other successful worldwide businesses. Parents who enjoyed Lego as kids introduced the item to their kids. The widespread appeal of the Lego Batman movies has improved the brand’s reputation and awareness in several countries.

Toyota

In North America, sales of Japanese-built vehicles started in late 1957. This initial global endeavor was unsuccessful. The Japanese marketers concluded their vehicle was too expensive and weak for the American market after roughly 300 automobiles had been placed on the lot in Hollywood, California. While marketers and designers returned to the drawing board, the model was discontinued.

Toyota created the Corona expressly for drivers in the United States out of a desire to provide the market with what it desired. The 1965 model’s strong engine, factory-installed air conditioning, and automatic transmission propelled the business to become the third-best-selling import brand in the United States. The Japanese automaker built its reputation as a high-quality, dependable vehicle with the ideal luxuries at the ideal price.

The business continues to release meticulously crafted new models that appeal to American interests using this same effective marketing strategy. Toyota was in a strong position in the North American market during the oil crisis in the 1970s. Toyota already offered buyers, who now paid much higher fuel prices, compact, fuel-efficient vehicles.

Toyota purchased producers, including Hino Motors, Nippondenso, and Daihatsu Motor, and incorporated them into the Toyota business model after realizing that the trend toward smaller, more fuel-efficient cars would continue. The Japanese manufacturing giant had created more than 100 million vehicles for export by the end of the 1990s. They keenly got away from being one of the companies that need better marketing.

Toyota pushed its luxury brand by developing Lexus to compete with high-end manufacturers like BMW and Mercedes. Later, when the hybrid craze started, Toyota unveiled the Prius, the first hybrid car to be mass-produced. Partnerships and acquisitions continued until 2008, when Toyota, for the first time, surpassed General Motors in car production.

Toyota developed a strong, identifiable brand and then tailored it to satisfy local market demands, much like other effective models for worldwide marketing. The business became the best-selling automaker in the world by utilizing global manufacturing methods and an unwavering branding strategy.

Dunkin Donuts

Dunkin Donuts was another business that had early market success. Following the McDonald’s model, the business adopted the brand’s powerful visual insignia. The management team responsible for the international expansion developed a thorough business plan that was specifically tailored to the culture and eating customs of the target countries.

Dunkin Donuts made a straightforward but important decision based on the product: Local preferences for toppings should override national standards in the donut recipe. Dunkin was successful because it had a solid business plan and visual identity. Dunkin Donuts sells donuts with dry pork and seaweed sprinkles in China and mango-chocolate donuts in Lebanon.

With more than 3,000 locations outside of the United States, Dunkin Donuts embraces cultural diversity while maintaining the quality of its core offering. They are definitely not one of the companies that need better marketing.