10 Common Mistakes in Digital Marketing

there are 10 mistakes you should avoid
at all costs in digital marketing
whether you're just starting to put
together your own strategy or your
professional marketer with years of
experience these 10 mistakes will
drastically affect the performance of
your marketing efforts let's take a look
at them
number one not leveraging your content
content is the backbone of any effective
digital marketing strategy by failing to
harness its power Brands can miss out on
increased visibility and engagement for
instance Airbnb started leveraging
storytelling by sharing user experiences
on their blog and showcasing the unique
properties and experiences on their
platform this has not only humanized the
brand but also increase user engagement
other examples include companies like
Red Bull which invest heavily in content
Marketing in the form of videos and
events and coca-colas Share a Coke
Campaign which personalized labels
leading to a massive increase in sales
and social media mentions number two
constantly changing your social ads
campaigns social media platforms provide
a robust analytics suit to assess ad
performance however changing your ads
parameters frequently can skew data and
prevent you from obtaining clear
insights for instance in 2017 gaap
changed its social media ad strategy
multi multiple times leading to a
decline in its brand consistency and
confusion among its target audience
instead it's crucial to give campaigns
time to gather meaningful Data before
making adjustments number three
launching a campaign without
establishing metrics to track the
results without proper metrics there's
no way to measure the success or failure
of a campaign take the example of the
fire Festival this luxury music
festival's promotion relied heavily on
influencer marketing without clearly
defined metrics to measure engagement or
Roi the result was a disastrous event
that was nothing like its online
portrayal leading to public outrage and
legal action number four having too many
goals for a single action in 2012
Facebook launched its IPO with an over
ambitious set of goals they wanted to
raise Capital attract new investors and
establish dominance however their stock
price plummeted by almost 50 percent
within three months because they spread
their objectives too thin digital
marketing campaigns need a singular
clear Focus to be effective for example
if you want to increase the reach of a
video you've produced promoting your
product you should focus on brand
awareness campaigns and track kpis that
correlate with that objective like the
amount of video views or the total
number of users reached number five
launching a landing page without doing a
b testing first in the rush to get a
product or service to Market companies
sometimes neglect the importance of a b
testing their landing pages take the
example of Google Plus when it was first
launched Google didn't test its landing
page variations leading to initial low
engagement and usability issues had they
performed a b tests they might have
identified these issues earlier and
refined their approach with marketing
automation tools you can set up a b
tests that change small details on a
landing page from the call to action
button to the text encouraging the users
to fill the contact form keep in mind
that each a B test should focus
exclusively on one change that way
you'll be able to isolate the user
reaction to that specific change and
bring the winning option to all users
number six writing a blog post without
doing keyword research in 2014 eBay
published a report suggesting that paid
search ads like Google AdWords don't
work however upon closer inspection it
was clear that their stance was based on
generic broad keywords rather than
specific targeted ones this oversight
led to a misguided strategy and lost ad
spend proper keyword research is the
foundation of effective SEO and content
marketing number seven forgetting about
technical SEO while on-page SEO is vital
ignoring technical SEO can be
detrimental in 2016 Macy's website faced
major loading issues during Black Friday
sales costing a drop in their SCP
ranking and resulting in millions in
Lost Revenue ensuring that your website
loads quickly is mobile friendly and has
an XML sitemap is crucial for search
engine visibility number eight sending
the same email all campaigns to all
users it's important to segment your
audience and tailor your messaging to
ensure that you sent the right email to
the right person or group of people for
example imagine you run a flower shop
e-commerce that sells flowers for
weddings funerals and other occasions
you don't want to send an email for a
Valentine's Day to someone who's
shopping for flowers for a funeral you
might not even want to send an email to
that customer for a while keep all of
that in mind when you segment your user
base and create email marketing
campaigns number nine not understanding
the customer journey and when to contact
the client understanding the buyer's
journey is crucial to determine the
right time to make contact for instance
a company selling high-end B2B software
might scare away potential leads by
reaching out too early in contrast
Dollar Shave clubs humorous And Timely
ad campaigns cut users at the right
moment in their buying Journey leading
to exponential growth number 10 not
taking into account the customer-centric
base brands that Focus solely on sale
without considering customer needs often
face backlash for example Pepsi's 2017
ad featuring Kendall Jenner was
criticized for trivializing social
justice movements by not putting their
customers values and perceptions at the
center of their campaign Pepsi faced
significant Public Relation challenges
although digital marketing offers
immense potential even the most
experienced marketers can struggle at
times being aware of these common
mistakes and learning from real world
examples can guide Brands toward
crafting more effective and compelling
digital strategies we hope you found
this video helpful to gain more insights
into digital marketing click the video
on the screen to learn to create a
marketing campaign thank you for
watching and see you in the next video
thank you