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As we start a new year in 2015, the writing is on the wall.
Digital marketing is not only here to stay but it is again and again becoming a
larger part of most companies’ marketing budgets every year. According to Emarketer.com, in 2010 companies spent twice as
much on TV than they did on digital. By the end of 2015, TV and digital spend will
be just about equal.
So what does this mean for you? Well if you don’t have your
website up to date, aren’t attractive in Search Engine Optimization (SEO),
Content Marketing or some kind of Search Engine Marketing strategy you might
want to make a business case for doing so. It also means more and more
companies are diving head first into digital marketing and buying into the hype
of various buzz words they see online or on social media. Yet many times
they still lack true considerate of what they should expect from their digital
marketing efforts or from a digital marketing agency.
Here are some tips to help you avoid what I would consider the 3
biggest mistakes companies make in digital marketing.
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Mistake #1: Poor Planning
In the fleet we used to say “Proper Prior Planning Prevents Piss
Poor Performance.” When it comes to digital marketing this may be the biggest
mistake companies make. The lack of an organized consistent strategy will
lead to wasted time, money and chance. Before you invest real dollars
toward your digital marketing efforts you should have the following intended
out.
Mistake #2: Unrealistic Expectations
While running a digital marketing agency, we see companies of all
shapes, sizes, and budgets. And it never fails, whether the company is spending
$5,000 a month or $500,000 a month on their digital marketing efforts they all
have the same prospect of immediate results. In most instances the ink
isn’t even dry on the contract and our phones and emails are going crazy with
questions like “Why aren’t we on page 1 for Google already” or “Why isn’t our
Pay Per Click campaign hitting it’s Cost Per Acquisition goal?” Even when
expectations have been clearly set. Or so you thought. The idea that digital
equals instant results is one of the biggest misconception, especially for
companies newer to this practice. The fact is, even digital campaigns
take time to be developed, optimized, and better to where you are seeing the
results you are hoping for.
Mistake #3: Not Being Informed
Digital Marketing is no longer a cloud of smoke and mirrors where
no one knows if the dollars spent are producing results. With the advent
of new analytics software, every dollar, every view, every click can be tracked
and analyzed. The question is do you have the right capital to perform
true data science?
As a business owner, manager, or marketing staff member it is your
blame to be informed about how your company is spending its marketing
budget. Even if you have hired an agency or invested in in-house staff,
how do you know they are qualified or drama at optimal standards?
Even if a brand is working with a marketing agency, key
stakeholders must be aware and take ownership of critical data points. For
example, if you are running PPC campaigns, you should know how to log into
Adwords and check the account history and be able to follow the modifications
being made to the account. This should be the same with any aspects of
digital. Know the terms, the KPI’s and best practices. The amount of free
learning resources out there is endless. If you don’t have the time then
you should find someone who does. Hire a consultant to run audits every month
and help weed out incompetent work. This will save you a lot of money in the
long run. It will also keep your primary marketing agency and staff on
their toes if they know a big shot will be checking their work.
In close, digital marketing, including mobile, will go on to grow
and evolve well into the future and will ultimately eclipse traditional TV,
radio and print. Now is the time to make sure that you are getting the
most for your marketing spend. Be prepared to keep up with the times and have a
scalable digital plan that can regulate with the trends.
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