A Great Way to Loose Money

The Church of the Customer reports points to an interesting article in the June issue of the Harvard Business Review (subscription required!). It reports on a survey about the effectiveness of 500 various consumer and B2B marketing programs, which resulted in some eye-opening statistics:
  • 84% resulted in less market share, not more
  • Most customer acquisition efforts did not break even
  • Fewer than 10% of new products succeeded
  • Most sales promotions were unprofitable
  • Advertising ROI was below 4%
  • Doubling advertising expenditures for established products increased sales just 1% - 2%
Why am I not surprised ?

(via Bernd Röthlingshöfer)