Are Middle Market Companies Equipped For Digital Marketing Transformations?

Branded consumer product companies can no longer survive without having sophisticated digital marketing teams. A multi-customer and multi-channel strategy is no longer a growth driver, it is a necessity. Earlier this year, a business we are invested in decided to embark on a comprehensive brand refresh - with a new logo, packaging, marketing, etc. This sleek and refreshed look was poised for double digit growth and market share gains as the brand evolved for the next generation of customers. Months of work went into this re-branding and the product finally went live on Amazon. 

After a few weeks, sales started trending down rapidly. What was once a top SKU on Amazon began to disappear on the site, nowhere to be found. The same strategy was in place all along, and the management team allocated more dollars to marketing the new products. 

What went wrong? The old products with thousands of positive reviews and feedback were not properly linked to the refreshed products. As a result, the Company lost its credibility with Amazon. What was supposed to be a huge season of growth on Amazon quickly appeared a disaster. 

We scrambled to hire an outside agency to patch the damage. Marketing through Amazon, Google, Facebook have grown in complexity and competition is increasing as the ease of launching a business increases. 

Our next move - hire a fortune 500 CMO. Have a dedicated seat for Amazon, Google, Facebook, etc. as each platform has its nuances and quirks. A digital marketing lesson learned the hard way. 

More and more middle market companies are not adequately staffed to succeed in a constantly changed digital marketing landscape.