Turning around a marketing strategy that initially didn't yield desired results can be a challenging but crucial task. Here's a step-by-step approach to addressing the problem and finding a solution:

1. Identify the problem: Analyze the marketing campaign to determine what went wrong. Possible issues could include ineffective messaging, targeting the wrong audience, poor execution, or inadequate tracking and measurement of results. Look for specific areas where the campaign fell short.

2. Conduct market research: Understand your target audience better by conducting market research. This could involve surveys, focus groups, or analyzing customer feedback. Gain insights into their needs, preferences, and pain points to tailor your marketing efforts accordingly.

3. Refine your target audience: If the initial marketing didn't resonate with your target audience, it might be necessary to reassess and redefine your target market. Use the insights gained from market research to narrow down your ideal customer profile and create buyer personas. This will help you customize your marketing message to better connect with your audience.

4. Revamp your messaging: Craft a compelling value proposition and messaging that aligns with the needs and desires of your target audience. Highlight the unique benefits and solutions your product or service offers, focusing on how it solves their specific pain points. Use clear and concise language, avoiding jargon or technical terms that may confuse or alienate potential customers.

5. Explore new channels and tactics: If the previous marketing efforts didn't reach your intended audience effectively, consider exploring different channels and tactics. For example, if your initial strategy focused heavily on social media advertising, try incorporating content marketing, influencer partnerships, or email marketing to diversify your approach. Experiment with various platforms and tactics to find the ones that resonate best with your target audience.

6. Optimize your online presence: Ensure your website and online presence are user-friendly, visually appealing, and optimized for search engines. Implement search engine optimization (SEO) techniques to improve organic visibility and drive relevant traffic to your website. Enhance your website's user experience, load times, and mobile responsiveness to increase conversion rates.

7. Track and measure results: Implement robust tracking and measurement systems to monitor the performance of your marketing efforts. Utilize analytics tools to measure key performance indicators (KPIs) such as website traffic, conversion rates, click-through rates, and customer acquisition costs. This data will help you assess the effectiveness of your new strategies and make data-driven decisions for future optimizations.

8. Iterate and adapt: Marketing is an ongoing process, and continuous improvement is crucial. Regularly review and analyze the results of your marketing efforts. Identify what is working and what needs improvement. Make data-driven adjustments, iterate your strategies, and adapt to the evolving needs and preferences of your target audience.

Example: A company launched a marketing campaign targeting millennials for their new tech gadget, but the initial results were disappointing. Through market research, they discovered that their messaging was too technical and failed to highlight the gadget's benefits for everyday life. They refined their target audience to tech-savvy millennials interested in lifestyle enhancements.

They revamped their messaging to focus on how the gadget simplifies daily tasks and improves productivity. They also expanded their marketing channels to include popular tech blogs and influencers. By optimizing their website for SEO and improving its user experience, they saw a significant increase in website traffic and conversion rates. Regularly analyzing their KPIs and customer feedback allowed them to iterate and adapt their marketing strategies, resulting in improved success.

References:
- Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.).
- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.).