Based on his experience across multiple roles, Niranjan M Theroth has identified several recurring mistakes in how businesses approach marketing.

1. Treating Marketing as Just Content Creation

One of the most common issues is treating marketing as content creation rather than as a strategic function. Without a clear objective, content often fails to deliver results.

2. The Lack of Clear Positioning

Another frequent mistake is the lack of clear positioning. When brands fail to differentiate themselves, they struggle to capture attention in competitive markets.

3. Ignoring Data & Metrics

He also highlights the tendency to ignore data. Decisions driven by assumptions rather than measurable insights often lead to ineffective outcomes.

4. Inconsistent Execution

Inconsistency is another challenge. Irregular efforts prevent businesses from building momentum and long-term visibility.

5. Misunderstanding the Customer Journey

Lastly, many businesses fail to understand the customer journey. Effective marketing requires guiding potential customers through multiple stages, rather than expecting immediate conversions.

Addressing these issues requires a shift towards structured thinking, consistent execution, and data-driven decision-making.