Think you know everything there is to know about digital marketing? Think again. In this article I will debunk three of the biggest digital marketing myths!
1. It’s all about the tech
Even the best technology in the world can’t guarantee success every time (just look at BlackBerry’s track record). With the planning of digital campaigns becoming more and more, well, digital and automated, we must be careful not to dive straight in, lured by cost and time-savings. The principles of planning for digital are the same as traditional marketing campaigns - meticulously planned, thought through, and based on previous results with a whole dollop of gut instinct thrown in for good measure too. The premise that everyone is enjoying this new world of real-time bidding and automated planning tools is far from the truth. Marketers are still very much part of this still largely manual process, and it’s likely they will be for a good while longer.
2. Ding dong, email’s dead
Email marketing no longer has any impact. Engagement is nigh on impossible. ROI non-existent. Or is it? So many marketers turn their noses up at email, but before we cast such aspersions, let’s take a step back. As with all channels, success is based on certain objectives being met. Dependant on the objectives, email can still be very effective. Not only does it have the potential for wide reach, but it’s also relatively cost effective (compared to direct mail, for instance) and has flexibility in terms of design and content.
We use email as a soft way of reminding people of our brand. We do this by providing subscribers with valuable, informative content. We definitely don’t pack emails full of promotional offers. This short-sighted approach is what has given email a bad name, and no doubt led to tonnes of businesses discounting this channel when actually it could a successful part of their overall mix.
3. Social media doesn’t work for B2B brands
Wrong! While Twitter’s appeal is its ability to communicate to the masses, those masses don’t necessarily have to be consumers. An average of 500 million tweets are sent every day – and not all of them belong to consumers.
As Twitter puts it, one of the key ways businesses can use the social media site is to ‘connect with influencers’ as it ‘breaks down the barriers’ enabling businesses to connect with anyone they want. Joining in, and starting discussions, with these influencers, industry experts and other businesses goes towards raising your profile and connecting valuably with others.
Replicating your offline networking online can be highly effective and fruitful too. A conversation at a lunch meeting is one thing, but having a great advocate extol the virtues of you and your business on a social network means it’s out there for everyone to see. This ripple effect only adds to your online brand reputation and presence.
By Hannah Stringer, Head of Marketing for Moneypenny.
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