A scrap of evidence that identifies key channels, outlets or forums that your (very clearly identified) customer segment prefers, authorities they trust, or places they literally go drinking.
Consequences
The scatter-gun approach may work long enough for you to be outcompeted by someone who spends their growth budget only on effective channels
You most likely overspend, or misdiagnose the problem and burn more money on engineering. Lose money, people and the business
Promoting your product in the wrong channels may actually harm your perception if your users are vicious enough or you've made it part of your personality to be 'hip'
Causes
Almost 100% a skill issue
But can also be due to some biases; “I’m in charge around here! AOL ads worked great for us in 2000!”
Usually due to siloed understanding of customers
Very common in places where the people responsible for researching the customer are bunkered out waaaay behind those building for the customer, and very very far away from those selling to the customer
Approaches
It’s never just what someone needs to hear; it’s also how, when and from who
Each user has an optimal way of being reached, determined by the dynamics of their situations or markets. You won’t know this without asking questions like:
What do they read?
Where is their watering hole?
How do they interact?
Who or what do they trust?
What point is it relevant to introduce your product?
Critically ensure that everyone in the business is formally sharing their understanding of the customers and updating constantly based on real-world interaction