Recent research conducted at Forrester identified the five biggest problems with marketing today. I find the first two right in the middle of the bull’s eye, and directly relevant to the financial industry:

1. Complacency.

This means: 1) turning a blind eye to the information available; or 2) not noticing the changes in your target market. In other words, ignoring what your target market really wants and plowing ahead with what you want to do. Firms who become complacent leave their brand exposed and find themselves vulnerable to the competition.

Here’s a classic example: Blockbuster ignored information showing that consumers did not want to spend time in the video store. Technology had reached the point where it was far easier to distribute videos than Blockbuster was using. Consumers wanted more convenience. Meanwhile, Netflix and Redbox saw the opportunity. They took action and stole the industry from under Blockbuster’s nose. Had Blockbuster adapted more quickly, the firm might not be selling off its inventory now.

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