In this era of immense competition, digital media is playing a crucial role in the corporate world.
Research shows that 64% of people use social media channels to find inspiration for shopping. Thus, designing a top-notch digital marketing campaign is essential for both newly emerging and well-established brands.
Even the best marketing connoisseurs can sometimes derail the entire campaign by making seemingly harmless mistakes that don’t go down too well with their target audience.
The internet never forgets. When digital marketing goes awry, your brand is tried in the court of public opinion. IHOP made such a mistake when they compared their product to breasts! Needless to say, Twitter exploded.
The Twitterati was so outraged, IHOP had to issue an apology.
While digital marketing provides endless opportunities to grow, companies need to treat it carefully, as their reputation is at stake.
With the boom of digital media channels, online marketers need to know the pitfalls of implementing ineffective, or worse, shoddy campaigns.
Many businesses have faced great losses due to this carelessness. Therefore, we are sharing 7 mistakes that companies must avoid when planning their digital marketing campaigns.
1. Allowing the boss to set your company’s digital marketing strategy
Bosses are not always right. The boss can be anyone, an investor who is waiting for his returns, a CEO who is focused on increasing sales and cutting costs, or a manager who wants to show commendable performance to the top level management.
All these bosses are only interested in making money. Their sole aim is to get maximum returns and nothing else. But as a digital marketer, your aim is to get maximum returns while keeping all other strings attached, like branding, audience expectation and long term goals.
As a digital marketer, you must not let them ruin your digital marketing campaign. Do your research and prove the effectiveness of your ideas with data, instead of gut feelings.
2. Setting campaigns and goals without understanding your target audience
Understanding your target audience is of prime importance. From budgeting and planning to implementation and results, everything depends on your target audience and their preferences.
Knowing the likes, dislikes, demographics, race, color, income, education and other important information related to your market segment lets you design a powerful marketing strategy.
Some marketers are of the view that their brand is for everyone. However, this approach is wrong. A good example here is Crystal Pepsi. This cola did not contain caffeine. But they also did not study their target market well. Since people weren’t as health-conscious and aware as they are today, Crystal Pepsi failed to create the impact that they had hoped for.
David Novak, Crystal Pepsi Inventor and retired Yum Brands CEO, said he learnt a valuable lesson due to this failure.
Every brand has a target audience and understanding this segment is essential for crafting a campaign that nails it. Dove declares that beauty is for every woman. It targets women of all ages and says that there is no age limit to enhance a woman’s beauty. Put simply, Dove understands the psyche of their target audience, and owes the success of their campaigns to this understanding.
If you are a new brand planning to add some explainer videos about your product, understanding the pain points of your target audience will inevitably help you create work that speaks directly to them.
A good example is the Dollar Shave Club that came up with attention-grabbing videos and created a billion dollar business in less than 6 years. The new player grabbed a big share of men’s razor market, and most of the credit goes to their intelligent digital marketing campaigns.
Products have to be innovated as per the market needs and the taste of people and all of it is only possible with thorough research about a target audience.
Let’s say you have a very innovative and interesting campaign on a particular social media channel but you aren’t getting as many followers or discussions as you had expected. You keep pouring resources into the campaign only to realize later that your target audience is active on a different social media channel. Thus, you’ve squandered your resources.
This is why understanding your target market is the foundation on which you can build a solid brand and reputation.
3. Ignoring data
Charts and reports might look dull but they can do wonders for your business. Every social media channel like Twitter, Facebook and Instagram provides comprehensive analytics whenever someone engages, interacts, likes, or dislikes your page.
You can even get data on your profile visits or the viewers of your recently shared video. These numbers are of immense importance. For instance, you will be able to see which age group or which nationality is most engaged with your videos.
Similarly, the number of shares can tell which videos are most liked by people. This data helps many companies revise their marketing strategies to be more impactful.
These analytics also guide your future marketing strategies.
4. Ignoring technical SEO aspects
One cannot stick to old school SEO principles such as spamming through guest blogging and keyword stuffing. Since Google is changing its policies, we need to keep a keen eye on our SEO strategies. What matters the most is offering quality to our audience.
The number of backlinks or the number of likes and followers will not make a big difference if you are not using a smart strategy. Fake likes and links from PBN might give you short-term results.
By creating content that is meaningful to your audience, and also search engine-friendly, you will notice a growing trend in your interactions with the customers.
Similarly, if you are guest blogging only to generate links, and your articles are not providing quality information to readers, soon enough they will be flagged as spam by search engines.
Semantic SEO should also be kept in mind as Google is now becoming a platform where we cannot just discover information but we can order it, too. If you overlook these technical aspects of SEO, you are making a big mistake!
Video marketing is a great option, but remember that a video should not take too long to load otherwise customers won’t think twice and leave.
These days, animated marketing videos are widely used by various brands and these videos are generating great traffic. This animated video called ‘The Scarecrow’ by Chipotle Mexican Grill was viewed millions of times on the internet and was hailed as innovative marketing and a beautiful piece of art.
Here’s a guide explaining how you can create your own professional animated videos.
5. Using social media for conversions
Gone are the days when people used social media for conversions. This practice only provides short-term results.
The main purpose of being active on social media channels is to get feedback from clients to improve your product or service, and build and maintain close relationships with existing and potential customers.
One cannot answer all queries in detail if the basic aim is conversion rather than relationship building. Social media channels are a great platform for taking reviews from clients. Brands like Nike, Adidas and many others have built a strong customer relationship by being active on social media.
On the other hand, social media gives an opportunity to potential customers to read reviews of former clients and develop trust. In addition to this, a social media platform is also used for increasing connectivity among clients. Here are some ideas on gathering more testimonials.
6. Not scaling campaigns and channels
Scaling is of utmost important when it comes to designing a digital marketing campaign. When resources are limited, we need to maximize the output in a smarter way.
For instance, if the budget is low and a company’s target audience is mostly active on Facebook, they should direct a part of their marketing resources to creating content that resonates with a Facebook audience.
Here’s a guide to help you scale your digital marketing campaigns.
7. Running organic and paid parts separately
Whether we are talking about organic or paid channels, both of them are important. But, it also depends on the nature of your business. If you’re running a social service, organic will play a vital role because users will have a hard time trusting you through a paid advertisement for community development.
In a digital marketing campaign for a company, one needs to align both organic and paid aspects of the campaign to get maximum results.
If your organic results are awesome and you are not active in paid ads, it is likely that your business won’t show on Google’s top searches. Google is now showing ads in the top 2-3 searches.
This means one cannot stick to just organic if you want greater visibility for your business. A quick search for social media management software on Google shows this:
On the other hand, having only paid ads with no presence in the SERPs is also a big drawback because most people won’t rely on paid ads, particularly if they aren’t already aware of your brand or product.
In short, digital marketing campaigns are the lifeblood of brands. A few factors such as scaling campaigns, conducting thorough researches, using analytics, keeping expectations realistic and using the latest technology are sure to give the results you need.
As we assessed different digital marketing campaigns, we found mistakes mentioned in this article to be common in most of them.
Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Caphyon, its staff, or its partners.