{"id":22693,"date":"2023-08-31T14:53:56","date_gmt":"2023-08-31T14:53:56","guid":{"rendered":"https:\/\/blog.smarteventi.it\/?p=22693"},"modified":"2023-09-05T16:19:51","modified_gmt":"2023-09-05T16:19:51","slug":"understanding-and-avoiding-marketing-myopia","status":"publish","type":"post","link":"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html","title":{"rendered":"Understanding and avoiding marketing myopia"},"content":{"rendered":"

In the complex field of marketing, which requires competence and expertise for this reason<\/strong><\/a>, marketing myopia<\/strong> is a subtle and dangerous tendency that can endanger corporate strategy and even the existence of a brand or company.<\/p>\n

<\/p>\n

When your vision in business is restricted<\/h3>\n

This expression, which was first used by renowned economist and marketing theorist Theodore Levitt<\/strong> in 1960, describes the propensity of some businesses to narrowly focus on their own products or services rather than taking a broader look at their consumer needs. Something that shouldn’t be overlooked in a market that is, furthermore, evolving at an increasingly rapid pace.<\/p>\n

As with horse blinkers<\/strong>, marketing myopia happens when companies are overconfident in their goods or services and unable or reluctant to see beyond their limited horizons, ignoring shifts in culture or consumer preferences. In other words, in such situations, one may get so preoccupied with their own output that they fail to see the bigger picture<\/strong>.<\/p>\n

\"\"<\/p>\n

Do you want to plan the perfect marketing campaign? Contact us now!<\/strong><\/a><\/p>\n

Several examples of marketing myopia in action<\/h3>\n

Traditional photography companies<\/strong> are an excellent case of “marketing myopia.” Because of the rise of digital photography\u2014or more precisely, because they were unable to “react” to it\u2014many of these companies failed. They chose to focus solely on improving their product\u2014traditional cameras\u2014while ignoring the significant innovation that was disrupting their sector. By doing this, they overlooked the paradigm shift that the development of mobile devices and new technologies represented for their business.<\/p>\n

The music industry<\/strong>, which previously focused on selling physical media like CDs and vinyl, is another example. Many record labels and musicians failed to adjust to the fresh setting when streaming services and digital music were introduced, and in many cases,\u00a0they paid for it. Top companies in the video game and movie rental sector<\/strong> were impacted by the same crisis because they, too, did not understand the significance of the digital era and online streaming and did not make the necessary investments to keep up with the changing times.<\/p>\n

Furthermore, due to their marketing myopia, several of the most popular clothing companies and retailers<\/strong> ignored e-commerce. This tendency made it extremely difficult for them to adapt to new customer buying trends, endangering their ability to make a profit.<\/p>\n

\"\"<\/p>\n

How to escape the marketing myopia trap<\/h3>\n

Companies need to have a customer-oriented approach<\/strong> and be willing to adapt to new trends, sometimes even anticipate them, in order to avoid slipping into this trap.<\/p>\n

The key challenge<\/strong> a business must face if it wants to avoid marketing myopia is to adapt as clients change and be able to catch this transformation in the moment. It’s not just about preserving your market leadership; occasionally, failing to adapt can result in failure, regardless of how prominent a company is.<\/p>\n

Only by always paying attention to the needs of customers can companies anticipate societal changes and thrive in the fiercely competitive context of modern business. This calls for a constant exploration of new opportunities<\/strong><\/a>, attention to developing trends, a willingness to invest in innovation, and the capacity for constant change.<\/p>\n

The only way to avoid the traps of a narrow vision and guarantee long-term success in a business environment that is constantly changing is to maintain a balance between focus and flexibility<\/strong>.<\/p>\n

To revamp your marketing strategy, contact us<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In the complex field of marketing, which requires competence and expertise for this reason, marketing myopia is a subtle and dangerous tendency that can endanger corporate strategy and even the existence of a brand or company.<\/p>\n","protected":false},"author":17,"featured_media":22851,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[1396],"tags":[1905,1899,1907,1908,1906],"yoast_head":"\nUnderstanding and avoiding marketing myopia - Il blog di Smart Eventi<\/title>\n<meta name=\"description\" content=\"Even the most successful companies have occasionally slipped into the marketing myopia trap, a strategic mistake that must never be made.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Understanding and avoiding marketing myopia - Il blog di Smart Eventi\" \/>\n<meta property=\"og:description\" content=\"Even the most successful companies have occasionally slipped into the marketing myopia trap, a strategic mistake that must never be made.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html\" \/>\n<meta property=\"og:site_name\" content=\"Il blog di Smart Eventi\" \/>\n<meta property=\"article:published_time\" content=\"2023-08-31T14:53:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-05T16:19:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/miopia-di-marketing-3.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"416\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lucia Conti\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/blog.smarteventi.it\/#organization\",\"name\":\"Smart eventi srl\",\"url\":\"https:\/\/blog.smarteventi.it\/\",\"sameAs\":[],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/blog.smarteventi.it\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/logo-smarteventi-2-1.gif\",\"contentUrl\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/logo-smarteventi-2-1.gif\",\"width\":960,\"height\":340,\"caption\":\"Smart eventi srl\"},\"image\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blog.smarteventi.it\/#website\",\"url\":\"https:\/\/blog.smarteventi.it\/\",\"name\":\"Il blog di Smart Eventi\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blog.smarteventi.it\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/miopia-di-marketing-3.jpg\",\"contentUrl\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/miopia-di-marketing-3.jpg\",\"width\":800,\"height\":416},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#webpage\",\"url\":\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html\",\"name\":\"Understanding and avoiding marketing myopia - Il blog di Smart Eventi\",\"isPartOf\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#primaryimage\"},\"datePublished\":\"2023-08-31T14:53:56+00:00\",\"dateModified\":\"2023-09-05T16:19:51+00:00\",\"description\":\"Even the most successful companies have occasionally slipped into the marketing myopia trap, a strategic mistake that must never be made.\",\"breadcrumb\":{\"@id\":\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Blog\",\"item\":\"https:\/\/blog.smarteventi.it\/en\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Understanding and avoiding marketing myopia\"}]},{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#webpage\"},\"author\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#\/schema\/person\/e98a893b93458259ab0de67b248f0b44\"},\"headline\":\"Understanding and avoiding marketing myopia\",\"datePublished\":\"2023-08-31T14:53:56+00:00\",\"dateModified\":\"2023-09-05T16:19:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#webpage\"},\"wordCount\":560,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/blog.smarteventi.it\/#organization\"},\"image\":{\"@id\":\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/miopia-di-marketing-3.jpg\",\"keywords\":[\"agenzia marketing milano\",\"campagne marketing\",\"marketing agency milan\",\"marketing campaign\",\"marketing plan\"],\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#respond\"]}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/blog.smarteventi.it\/#\/schema\/person\/e98a893b93458259ab0de67b248f0b44\",\"name\":\"Lucia Conti\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/blog.smarteventi.it\/#personlogo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/IMG_8849-ridottac-150x150.jpg\",\"contentUrl\":\"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/IMG_8849-ridottac-150x150.jpg\",\"caption\":\"Lucia Conti\"},\"description\":\"Co-publisher at \\\"Il Mitte\\\". Co-founder at \\\"Fiore & Conti\\\" communication agency. Freelance journalist and events moderator. She lives in Berlin but travels all over the world.\",\"url\":\"https:\/\/blog.smarteventi.it\/en\/author\/lucia\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Understanding and avoiding marketing myopia - Il blog di Smart Eventi","description":"Even the most successful companies have occasionally slipped into the marketing myopia trap, a strategic mistake that must never be made.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html","og_locale":"en_US","og_type":"article","og_title":"Understanding and avoiding marketing myopia - Il blog di Smart Eventi","og_description":"Even the most successful companies have occasionally slipped into the marketing myopia trap, a strategic mistake that must never be made.","og_url":"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html","og_site_name":"Il blog di Smart Eventi","article_published_time":"2023-08-31T14:53:56+00:00","article_modified_time":"2023-09-05T16:19:51+00:00","og_image":[{"width":800,"height":416,"url":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/miopia-di-marketing-3.jpg","type":"image\/jpeg"}],"twitter_misc":{"Written by":"Lucia Conti","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Organization","@id":"https:\/\/blog.smarteventi.it\/#organization","name":"Smart eventi srl","url":"https:\/\/blog.smarteventi.it\/","sameAs":[],"logo":{"@type":"ImageObject","@id":"https:\/\/blog.smarteventi.it\/#logo","inLanguage":"en-US","url":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/logo-smarteventi-2-1.gif","contentUrl":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/logo-smarteventi-2-1.gif","width":960,"height":340,"caption":"Smart eventi srl"},"image":{"@id":"https:\/\/blog.smarteventi.it\/#logo"}},{"@type":"WebSite","@id":"https:\/\/blog.smarteventi.it\/#website","url":"https:\/\/blog.smarteventi.it\/","name":"Il blog di Smart Eventi","description":"","publisher":{"@id":"https:\/\/blog.smarteventi.it\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/blog.smarteventi.it\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"ImageObject","@id":"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#primaryimage","inLanguage":"en-US","url":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/miopia-di-marketing-3.jpg","contentUrl":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/miopia-di-marketing-3.jpg","width":800,"height":416},{"@type":"WebPage","@id":"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#webpage","url":"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html","name":"Understanding and avoiding marketing myopia - Il blog di Smart Eventi","isPartOf":{"@id":"https:\/\/blog.smarteventi.it\/#website"},"primaryImageOfPage":{"@id":"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#primaryimage"},"datePublished":"2023-08-31T14:53:56+00:00","dateModified":"2023-09-05T16:19:51+00:00","description":"Even the most successful companies have occasionally slipped into the marketing myopia trap, a strategic mistake that must never be made.","breadcrumb":{"@id":"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Blog","item":"https:\/\/blog.smarteventi.it\/en"},{"@type":"ListItem","position":2,"name":"Understanding and avoiding marketing myopia"}]},{"@type":"Article","@id":"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#article","isPartOf":{"@id":"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#webpage"},"author":{"@id":"https:\/\/blog.smarteventi.it\/#\/schema\/person\/e98a893b93458259ab0de67b248f0b44"},"headline":"Understanding and avoiding marketing myopia","datePublished":"2023-08-31T14:53:56+00:00","dateModified":"2023-09-05T16:19:51+00:00","mainEntityOfPage":{"@id":"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#webpage"},"wordCount":560,"commentCount":0,"publisher":{"@id":"https:\/\/blog.smarteventi.it\/#organization"},"image":{"@id":"https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#primaryimage"},"thumbnailUrl":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/miopia-di-marketing-3.jpg","keywords":["agenzia marketing milano","campagne marketing","marketing agency milan","marketing campaign","marketing plan"],"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/blog.smarteventi.it\/en\/understanding-and-avoiding-marketing-myopia.html#respond"]}]},{"@type":"Person","@id":"https:\/\/blog.smarteventi.it\/#\/schema\/person\/e98a893b93458259ab0de67b248f0b44","name":"Lucia Conti","image":{"@type":"ImageObject","@id":"https:\/\/blog.smarteventi.it\/#personlogo","inLanguage":"en-US","url":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/IMG_8849-ridottac-150x150.jpg","contentUrl":"https:\/\/blog.smarteventi.it\/wp-content\/uploads\/IMG_8849-ridottac-150x150.jpg","caption":"Lucia Conti"},"description":"Co-publisher at \"Il Mitte\". Co-founder at \"Fiore & Conti\" communication agency. Freelance journalist and events moderator. She lives in Berlin but travels all over the world.","url":"https:\/\/blog.smarteventi.it\/en\/author\/lucia"}]}},"_links":{"self":[{"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/posts\/22693"}],"collection":[{"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/comments?post=22693"}],"version-history":[{"count":3,"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/posts\/22693\/revisions"}],"predecessor-version":[{"id":22914,"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/posts\/22693\/revisions\/22914"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/media\/22851"}],"wp:attachment":[{"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/media?parent=22693"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/categories?post=22693"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.smarteventi.it\/en\/wp-json\/wp\/v2\/tags?post=22693"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}