Published: February 24, 2016
Do you find yourself drowning in digital, wondering if what you’re doing is making any sort of impact on your business? Make sure you’re not contributing to these leading causes of digital marketing failure.
Mistake #1: Thinking you can solve all of your problems with technology.
If you assume you can solve everything with tech, think again. What are your true business problems? Have you really thought about your pain points and evaluated the path to alleviating them? While there are a lot of tools that can potentially serve as solutions, if you’re not starting with a sound strategy to evaluate what technology you actually need, you’re doing digital wrong.
Mistake #2: Not seeking an outside perspective.
Seeking an outside perspective about your digital strategy is key. You have to talk to someone from outside your organization (P.S. it doesn’t have to be an agency). One of the advantages the outside expert brings is perspective. And one of the hallmarks of creativity is the ability to see problems differently, and thus find solutions others cannot see. Your vendors, partners, and certainly digital agency experts can give you a good perspective.
Mistake #3: Only planning for today and tomorrow.
If you’ve only thought of a solution for today but haven’t anticipated the problems and solutions of the next 6 months to a year out, you are already doomed to the same trap you find yourself in now. Certainly, if there are immediate business problems that have tactical solutions, by all means, implement them. But only relying on tactical as a means to an end doesn’t set you up for success. Think strategically, not tactically.
Mistake #4: Not understanding your ROI.
You’ve heard ROI more times than you can count. But do you know what your real measurements are? The things we measure today are different than things we used to rely on to calculate ROI. In the past, the kingpin of your digital advertising efforts measured impressions. Ambiguous impression numbers in the tens of thousands were thrown around like they were the holy grail, and that’s what you were wired to believe mattered. Now, we can measure so much more. Click through rates and visits to site are important, but not as important as action taken during that visit – a sale, a form fill, a customer sentiment. Gone are the days we just measure cost per impression. We’re able to determine not just cost per click, but cost per interaction/conversion, and that’s what matters most. Make sure you’re not getting ripped off in digital advertising.
Don’t make these digital marketing mistakes. The digital world has changed, are you catching up or falling behind?