While marketing myopia often spells trouble for businesses, the good news is that it’s easy to spot if you know what to look for. Prioritizing new sales instead of developing client relationships.Predicting growth based on production capacity, not consumer need.Mass production rather than matching demand.Some other identifying features of myopic marketing include: Tacking on a bunch of features that the consumer doesn’t want or care about typically is not a pathway to increased sales. While quality is an important factor for developing products, it’s important to remember that they should line up with the needs of the buyer. In fact, myopic campaigns typically ignore the customers’ needs in favor of highlighting the product.įor example, a campaign may focus on product quality rather than what the consumer will gain by using the product. It’s derived from “myopia”, which relates to being near-sighted or having a lack of foresight.Ĭompanies that experience marketing myopia could have their long-term growth potential stunted from a lack of awareness about consumer interest. Marketing myopia occurs when a company has a narrow set of goals that do not serve long-term goals.

If you want to learn more, read on to find out what it is, what it means for your company, and what you can do to avoid it. Recognizing this problem and addressing to it to create growth could be an effective business strategy. Whether your company has been around since 1903 or just launched its first service last month, marketing myopia could be a problem. Marketing myopia can happen to new and successful companies alike.

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