Three Key Misconceptions: What you should know about digital marketing
Despite the sector’s maturity, there are still several big misconceptions about digital marketing. Many of these misconceptions can be attributed to the countless claims made over the years by the digital sector itself. Despite their origins, we at Campaign Precision believe that it is up to today’s digital marketing professionals to better explain, communicate, and ultimately dispel these misconceptions.
Misconception No 1 – Digital Marketing doesn’t really work, but I better do it… just in case
What we do know is that a good digital marketing strategy can generate brand visibility and contribute to a company’s sales revenues.
Surprisingly, we find many clients blinded by the latter at the expense of the former, and oftentimes reluctant to truly believe in the either.
The demands they impose on digital for contributing to sales can be ruthless. When sales are up, they tend to be skeptical. When sales are down, they tend to be critical, despite the remarkable accuracy of digital’s metrics.
At the same time, they will grant traditional advertising or pr firm far greater credit (attribution) than a digital firm when it comes to brand building or a rise in sales, despite the lower accuracy of traditional media’s metrics.
Misconception No 2 – Not sure what I’m paying for… isn’t digital easy and automated
Another big client misconception is that digital marketing requires little effort. “Build it and they shall come,” they used to say. That easy. Thus, a dollar invested in digital marketing is one too many. Wake up call.
But the most likely reason for this misconception is that most people have no idea about what it takes to achieve solid ROIs in digital marketing. Digital is supposed to make life easier, not more complicated. Isn’t this all about automation, just set it up once and go to the beach?
The reality is that effective digital marketing programs require teams of skilled professionals working a lot of hours on SEO, display, social media, analytics, etc.. Sure there are set up phases. But they are quickly followed by continuous digital battles with competing brands to ensure optimal brand exposure and sales revenue. They are continuously changing because Google regularly revises, updates and modifies its algorithms all too often, forcing digital firms to stay on top of every change.
Misconception No 3 – It’s been two weeks, our visibility and sales should be soaring
Finally, there is a misconception about how fast digital marketing can generate results for a client. A new brand, coupled with a new website can often take six to 12 months before it begins to organically rank on Google, assuming a decent investment is made over time to cover all the right steps. A more established brand coupled with an established website can take
three to six months. This doesn’t mean the process can’t be accelerated, but speeding things up means investing more in upfront paid display advertising and other tactics.
Of course a company can hire a digital firm that claims that it can deliver immediate results. However, any such firm will be one that engages in highly questionable “black hat” practices that will quickly get your company banned from Google. These are digital firms we urge companies to avoid.
If misconceptions are incorrect views or opinions based on faulty thinking or a lack of understanding, then it is the digital sector itself that is to blame, and our job to ensure that our clients fully understand and appreciate the true value of their digital investments.