Marketing Myopia: Common Mistakes and How to Avoid Them
Posted: Thu Jan 30, 2025 5:19 am
Let's look at the main factors that can cause us to lose perspective and fall into the trap of marketing myopia.
Excessive focus on the product
One of the biggest signs of marketing myopia is putting all the focus on what you sell, forgetting why you sell it.
If you only focus on perfecting the product without thinking about the customer, your company runs the risk of falling behind in a constantly evolving market. Identify your target audience and take care of their needs, tastes and design specific strategies for them.
Nowadays, buyers have a wide range of products on offer and neglecting them is a mistake we should not make. Making the customer identify with us and taking care of our relationships with them raises the level of any business relationship.
Lack of long-term vision
Strategies that seek immediate results often fall into this error. Marketing forex data myopia manifests itself when a company prioritizes quick sales over building lasting relationships with customers.
Disconnection with customer needs
Do you know what your customer wants today? And tomorrow? Marketing myopia arises when a company stops asking these questions.
Resistance to change in dynamic markets
The world is changing fast, and companies that refuse to adapt are doomed to be left behind. Marketing short-sightedness becomes a death trap for those brands that cling to “the same old thing.” A clear example of this are companies that are not giving the importance they deserve to digital marketing. The use of social media , SEO , online sales platforms and paid media are the step to tomorrow, which if not done, could stagnate your business and even make it fail.
A historical example of marketing myopia
The railway industry
A classic example of marketing myopia is that of the railway companies in the 20th century. By seeing themselves as being in the railway business rather than the transport business, they missed opportunities to open up their market on other fronts, failing to compete with other travel companies such as airlines and ground transportation companies.
Technology companies and changing trends
Remember how technology giants like Kodak ignored market signals. Their focus on traditional products like photographic film prevented them from leading the transition to digital photography.
Causes of marketing myopia
Obsession with sales instead of value
When sales become the sole objective, the value that is actually being delivered to the customer is lost sight of. Marketing myopia flourishes in companies that confuse short-term success with sustainability.
Over-dependence on past success
Success can be dangerous. Many successful brands in the past remain stuck in their own comfort zone, ignoring changing market demands.
Lack of research on customer needs
Ignoring what customers want or need is a sure recipe for marketing myopia. Without research, decisions are based on assumptions, and that rarely ends well.
How to identify marketing myopia in a company
Self-criticism is important in all areas of business, but even more so in the marketing space to avoid falling into this dreaded myopia.
Excessive focus on the product
One of the biggest signs of marketing myopia is putting all the focus on what you sell, forgetting why you sell it.
If you only focus on perfecting the product without thinking about the customer, your company runs the risk of falling behind in a constantly evolving market. Identify your target audience and take care of their needs, tastes and design specific strategies for them.
Nowadays, buyers have a wide range of products on offer and neglecting them is a mistake we should not make. Making the customer identify with us and taking care of our relationships with them raises the level of any business relationship.
Lack of long-term vision
Strategies that seek immediate results often fall into this error. Marketing forex data myopia manifests itself when a company prioritizes quick sales over building lasting relationships with customers.
Disconnection with customer needs
Do you know what your customer wants today? And tomorrow? Marketing myopia arises when a company stops asking these questions.
Resistance to change in dynamic markets
The world is changing fast, and companies that refuse to adapt are doomed to be left behind. Marketing short-sightedness becomes a death trap for those brands that cling to “the same old thing.” A clear example of this are companies that are not giving the importance they deserve to digital marketing. The use of social media , SEO , online sales platforms and paid media are the step to tomorrow, which if not done, could stagnate your business and even make it fail.
A historical example of marketing myopia
The railway industry
A classic example of marketing myopia is that of the railway companies in the 20th century. By seeing themselves as being in the railway business rather than the transport business, they missed opportunities to open up their market on other fronts, failing to compete with other travel companies such as airlines and ground transportation companies.
Technology companies and changing trends
Remember how technology giants like Kodak ignored market signals. Their focus on traditional products like photographic film prevented them from leading the transition to digital photography.
Causes of marketing myopia
Obsession with sales instead of value
When sales become the sole objective, the value that is actually being delivered to the customer is lost sight of. Marketing myopia flourishes in companies that confuse short-term success with sustainability.
Over-dependence on past success
Success can be dangerous. Many successful brands in the past remain stuck in their own comfort zone, ignoring changing market demands.
Lack of research on customer needs
Ignoring what customers want or need is a sure recipe for marketing myopia. Without research, decisions are based on assumptions, and that rarely ends well.
How to identify marketing myopia in a company
Self-criticism is important in all areas of business, but even more so in the marketing space to avoid falling into this dreaded myopia.