The reason for that is mainly due to the availably and ease of access to information nowadays.
Many companies feel and believe that most, if not all marketing initiatives can be planned and executed “just fine” by junior marketers or non-marketing professionals and agencies. And that the results from their google search will help guide them to successful strategies and implementations.
The abundance of information gives companies a false sense of confidence in being able to carryout the processes themselves.
These “efforts” are usually a product of a cost-saving process in companies. In such companies, marketing budgets are often viewed as an expense rather than an investment in the brand’s equity.
I know that there are a ton of agencies out there that don’t deliver on their promises and companies end up spending a lot of cash, only to find themselves exactly where they started. The exact opposite is also true. The agencies and professionals out there that know how to properly plan and implement strategies and strengthen your brand are a lot! You just need to dig through the clutter and be able to hear through all the noise to find the right fit for your brand.
I urge companies to find the right experts to help with their brand and marketing strategies and to believe in it being an investment. Companies who fail to invest in their brand will soon come to realize the damage done by non-professionals will cost far too much more, and it will be more than a monetary cost!