There are many digital marketing success articles out there, but not many focus on simply what not to do - which can be equally as important. While most modern businesses should have digital marketing campaigns to acquire business, many will not understand whether the marketing is working, or even what kind of value they should be seeking from each channel.
One digital marketing mistake to avoid is getting too caught up in the results of marketing tactics used, and not confirming that those results align to a business strategy. A strategy would be comprised of an overall goal of the marketing such as gaining 25% sales growth by increasing online visibility, while tactics are the methods used to achieve said goal. Many marketers get bogged down in rankings increases, high click through rates and high levels of engagement on social media while producing zero advancement towards a business goal.
The reverse is also true. Many digital marketing mistakes originate from companies who have a strategy, but hire an agency with the cheapest price to execute. When the results of the tactics used are poor, the company assumes the strategy was not good to begin with. If a better agency had been used, the high potential of the strategy would have been revealed.
A final issue seen quite commonly is not actually finishing the different elements of a campaign that are needed. For example, if a site sits in development for too long, the marketing never occurs and the business goals are never achieved. Optimization is great, but many times execution is better than perfection. A website doesn't need to be absolutely perfect to drive positive ROI - and conversion optimization can occur down the road. If a campaign never gets off the ground, no data can be gained towards it’s betterment.
All in all, digital marketing is a complex machine with many moving parts and there are many ways to improve marketing for increased ROI. With an increased focus on aligning tactical results with strategy, having a good company to execute those tactics and make sure things actually live rather than be stuck in development indefinitely can help ensure that both the agency and business are happy with the results. What are some other pitfalls of digital marketing that need addressing?