6 Digital Marketing Mistakes that have costed Companies $1,000,000s!
If you’ve never used analytics to measure the effectiveness of a digital marketing campaign before, we hope this list convinces you to.
Sometimes, a strategy doesn’t work out like one would hope and for companies who aren’t monitoring their campaigns, that can result in some huge losses.
Even so, as global media marketing spending is set to exceed $2.1 trillion this year, it’s evidence that there’s still significant reward to be found in digital marketing. These are the top digital marketing mistakes being made by some of the biggest companies.
Lacking in mobile optimization
Mobile responsive web design and mobile-optimized digital marketing strategies are required in 2019. Since 2011, the percentage of North Americans who own a smartphone increased from 35 percent to over 81 percent. As desktops continue to fade, mobile devices dominate. Google’s even taken notice, giving priority search engine rank to sites that are mobile optimized. Brands that haven’t adapted to a mobile-first approach may be losing thousands by the day.
Social media macro influencer focus
Influencer marketing is used by 84 percent of North American digital marketing agencies. Though extremely popular and rewarding, a mistake some brands have made is targeting macro influencers regardless of how relevant they are to your brand. In general, the bigger the influencer, the less engagement rate they have and the more expensive they will be. If you have to choose between investing in a single influencer with millions of followers or a collection of micro-influencers, go with those with smaller, more engaged audiences and see the benefits.
Ignoring digital marketing trends
For companies who have been going at it for years, they may not see the point in changing strategies. To succeed in today’s ultra-competitive marketplace, you need to. Every day, there are new apps being released, new software, new devices, new consumer behaviour, and new platforms that could all be potentially monetized for your benefit. If you’re attentive to what’s going on in your category, you can not only survive but thrive in the face of the competition.
Inefficient tracking of data
According to a 2014 study, the average company loses up to 12 percent of its annual revenue simply by relying on inaccurate data. This can range from general consumer data to financial data or digital marketing analytics. Always ensure your information systems are upgraded and accurate with the most recent information. Measure as much as you can with regards to a marketing campaign and do not ignore the opportunity to use analytics to make informed decisions.
Content that is not visually appealing
Ninety percent of the information we take in at any given time is visual. For this reason, the aesthetic of one’s digital content matters. If you want your business to remain relevant, take into account visual trends in how you present and craft content. The more visual, the better – think an inclusion of graphics, images, video, and other elements. Spruce up plain text with powerful supplementary visual aids.
Forgetting the value of ‘evergreen content’
Creating timely content is important but never more important than ensuring your content is thorough and helpful. As effective as an article might be to a conversation or news item happening at the moment, ‘evergreen content’ is that which stays relevant for an extended period of time. These articles have a long shelf life and have the best chance at driving leads in the long-term. Don’t forget to focus on evergreen content when building on-site digital marketing strategies.
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