Marketing Myopia - The Marketing Failure of Batman V Superman Explained

Marketing Myopia is when firms focus on their own needs or try to develop a perfect product from their own perspective instead of looking at what customers wants and needs are. Here we talk about some of the simple ways marketing myopia comes about.
Filmed at the Serengeti National Park in Tanzania
Copyright Mark Wolters 2019
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Dear Marketing Student, Entrepreneur, or Interested Person, I am Dr. Mark Wolters an Associate Teaching Professor in Business Administration and I have been teaching marketing and business courses around the world since 2002. I hope that these marketing & business videos can help you learn more about business and help you succeed in class or in the business world. And yes, this is the same Mark Wolters from the KZbin travel channel Wolters World.
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[@mapsandlegends3607]

As someone making travel documentaries and then struggling to promote them, you're easily the most helpful KZbinr to me right now. Thank you for starting this channel. I've been looking for one like this--I never would have guessed it would come from Mark from WW!

[@tosht2515]

👍 Fun topic. Marketing myopia can be tough to overcome. Often the company bigs were the ones who hit the original home run so are confident they can do it again. And to be honest, there's usually confidence among leadership as well even with some dissenting opinions - adding bells and whistles to a proven product is fun. In my experience, getting customer input is the norm and has been forever so was never the issue. Predicting market shifts is tough. Getting out in front is even tougher. Disregarding the competition is also a killer. But there's your marketing myopia - too much product focus and not nearly enough investment in market research.

[@ProfessorWolters]

Exactly my friend. Exactly.

[@alphafort]

Good stuff Mark. Reminds me that i must watch the things i talk about when interacting with a party crowd - To make sure that they're interested in the topics i tend to bring up. THis video really is good advice in general too. :)

[@ProfessorWolters]

Thanks AF. Glad I can help

[@Ba-pb8ul]

well, lets be clear about what a studio does and doesn't do in marketing. It does run test screenings, to gauge emotional feedback from an audience, and will make changes accordingly. It's a little disingenuous to suggest it doesn't try to understand the audience. What is doesn't do, however, is to look at the demographics overall. Indeed, it might be argued that it was because they were attuned to high-level marketing that they test-ran various scenes, and created a disparate mess. SEO should never be wholly informed by the emotional cues/stickiness of what has gone before. Where they slipped up was trying to foster and project "authenticity." Batman was increasingly working towards "real world," so Dawn of Justice sought to give comic book enthusiasts what they wanted, the "authentic" world of the comics, not understanding they were in a different category from those who go to the movies. What DC have lacked is the Branding and expectation the MCU have built up, buttressed by a robust belief in a 3-arc structure, and therefore have been uncertain in who their market were and what they really wanted.

[@MacGuzman]

Shouldn’t the best product being filling a need? If not is the marketing of the product more about creating a need?

[@ProfessorWolters]

Think about how people don't always buy the healthiest food options.

[@Luv2tickt]

That's exactly where the Star Wars prequels failed in many ways. Lucas forgot about the customers. He made the movie HE wanted to see and failed to listen to what the fans wanted to see. He also let real life politics play too much into a movie; which is why so many movies and TV shows fail today. People want to get away from real life which is why they want to get lost in a good movie for a few hours, or into a good TV show on a weekly basis. They don't want to be preached to. Just my thoughts...

[@jimm3370]

Too long an explanation? ARE YOUKIDDING MEEEE? A concise and through exploration of a critical aspect of the marketing challenge. The fact that co's lose ba-zillions of dollars a year due to having this flaw clearly demonstrates how critical an awareness of this risk is. I just had a realization: in the last 10, maybe 20 tops- companies have become ultra focused on profits, much more so than in the past. I think it's b/c of the explosion of stock options for top execs & how closely tied profit is to this. As a result: outsourcing manufacturing, reduction in compensation, and... wait for it.... customers viewed as an 'income stream to be exploited' rather than the cause of the enterprise. I've had much much more crummy experiences as a customer in the last 5 years or so than the 55 previous ones. Now, when I go to make a purchase I look at the vendor with suspicion and doubt. I believe the myopia you just described in marketing goes much further and deeper than a product launch.

[@ProfessorWolters]

I agree with you.

[@offthebeatenpathadventures1348]

Zach Snyder, the director of BMVSM, didn't take enough from Frank Miller's epic comic. Miller crafted a great story, and the fight in the comics was epic. You called it; the movie's story sucked. The Titans battle lacked any punch. I was sad to see Snyder drop the ball after a great recreation of Watchmen, 300(another one of Frank Miller's work), and Dawn of the Dead. (Does this comment put me in nerd territory?)

[@ProfessorWolters]

It puts you in the totally correct on all counts category :)

[@brucestein988]

The problem is that they talk themselves into thinking that THIS is what the public wants, and then don't listen to anyone who disagrees. Maybe test marketing would help?

[@ProfessorWolters]

Yep. They know what customers want more than the customers :) ticket to fail.

[@UnexpectedBooks]

They have to fully empathize with and “become the customer”, walk in their shoes, see the world through their eyes. Then, coupled with the domain proficiency that the vendor has, they can create something much more likely to succeed with their customers.

[@ProfessorWolters]

Well said

[@icons7551]

I love you

[@ProfessorWolters]

You make me 😊

[@ebransc09]

How about the failure of Tarzan on location?

[@ProfessorWolters]

Will need to look into that one

[@ML-ek5ur]

Example: WhatsApp vs Signal (Signal is better; Much more secure and private and endorsed by Edward Snowden)

[@ProfessorWolters]

But WhatsApp is everywhere even if privacy isnt really their thing :)

[@ML-ek5ur]

Professor Wolters exactly! (I take it that you’re adding to my previous comment- let me know if you are correcting me because I really cannot tell, not having studied marketing)

[@ProfessorWolters]

@@ML-ek5ur yes i am agreeing with you :)

[@ML-ek5ur]

@@ProfessorWolters woo hoo! Got it right!