Digital platforms have revolutionized the marketing world, bringing countless possibilities and advantages to marketing. However, certain mistakes can prevent the desired results from being achieved.
Advertising does not solve everything
Online advertising is cheaper, easier to hire and even more effective than traditional advertising. For all these reasons, it is logical to associate it with the improvement of sales, web traffic and visibility objectives. But just because it's logical doesn't mean it's advisable.
The ideal would be to achieve results in the long term and organically, so it is not a good idea to abuse advertising campaigns. SEM (Search Engine Marketing) can be a one-time boost and aligned with other marketing tactics (SEO, content marketing, email marketing, etc.), but not the basis of business strategies.
The mistake of not making data-driven decisions
Advertising campaigns do not end with their temporary termination. Once executed, it is necessary to obtain evaluative data and draw the relevant conclusions about its performance and the achievement of the objectives previously set. And with these data, to be able to make the right decisions.
In this sense, KPIs (key performance indicators) are a very valuable source of information for understanding the behavior of the public, their interests and, in short, what works and what does not. Collecting and interpreting this information is fundamental to any digital marketing strategy.
Another mistake: Failing to comply with data management regulations.
Online businesses can sometimes generate mistrust linked to security in the processing and exploitation of banking and personal data. This happens because privacy and online data processing are two concerns for users.
For all these reasons, companies must strive to gain the trust of their potential customers, ensuring compliance with the regulations and standards that exist in this regard.
Forgetting omnichannel strategies
Today, the various digital platforms and media must be integrated into the strategic marketing plan, in a coherent and comprehensive manner. If each digital communication channel is planned in isolation, there is no uniformity or global vision in the messages and actions, disintegrating and minimizing results.
This is a very common marketing mistake that leads companies not to take full advantage of their communication channels, since users do not get unified experiences. The right thing to do in these cases is to go for omnichannel.
Poor audience segmentation
Email communications and digital marketing campaigns are effective if they are executed correctly, with the right audience segmentation.
Content must be relevant, useful and tailored to the recipients, which means that personalization and segmentation are essential. It is necessary to classify and select specific contacts or specific audiences for each message, otherwise we will be making a digital marketing mistake.
Not adapting to market changes
The market is constantly evolving and every brand must be prepared, adapting to changes. If you are not aware of market trends and consumer behavior, you may end up in a position of competitive disadvantage in relation to other players in the industry.
Against this backdrop, it is clear that the business' marketing strategy must be adaptive to change.
Not prioritizing customer experience
Satisfied and loyal customers are our goal. Customer experience is essential in any marketing strategy because, if it is positive, that customer will be the one to recommend the brand and its products.
Customers expect a high level of service and attention, so the marketing strategy must prioritize customer satisfaction or it will not be the right one.
In conclusion, avoiding these mistakes in digital marketing can contribute to create an effective and successful marketing strategy. Broadly speaking, you must have a clear objective, know your target audience, have a coherent strategic plan, measure results, adapt to changes in the market or the environment, prioritize customer experience and diversify marketing actions.
Advertising does not solve everything
Online advertising is cheaper, easier to hire and even more effective than traditional advertising. For all these reasons, it is logical to associate it with the improvement of sales, web traffic and visibility objectives. But just because it's logical doesn't mean it's advisable.
The ideal would be to achieve results in the long term and organically, so it is not a good idea to abuse advertising campaigns. SEM (Search Engine Marketing) can be a one-time boost and aligned with other marketing tactics (SEO, content marketing, email marketing, etc.), but not the basis of business strategies.
The mistake of not making data-driven decisions
Advertising campaigns do not end with their temporary termination. Once executed, it is necessary to obtain evaluative data and draw the relevant conclusions about its performance and the achievement of the objectives previously set. And with these data, to be able to make the right decisions.
In this sense, KPIs (key performance indicators) are a very valuable source of information for understanding the behavior of the public, their interests and, in short, what works and what does not. Collecting and interpreting this information is fundamental to any digital marketing strategy.
Another mistake: Failing to comply with data management regulations.
Online businesses can sometimes generate mistrust linked to security in the processing and exploitation of banking and personal data. This happens because privacy and online data processing are two concerns for users.
For all these reasons, companies must strive to gain the trust of their potential customers, ensuring compliance with the regulations and standards that exist in this regard.
Forgetting omnichannel strategies
Today, the various digital platforms and media must be integrated into the strategic marketing plan, in a coherent and comprehensive manner. If each digital communication channel is planned in isolation, there is no uniformity or global vision in the messages and actions, disintegrating and minimizing results.
This is a very common marketing mistake that leads companies not to take full advantage of their communication channels, since users do not get unified experiences. The right thing to do in these cases is to go for omnichannel.
Poor audience segmentation
Email communications and digital marketing campaigns are effective if they are executed correctly, with the right audience segmentation.
Content must be relevant, useful and tailored to the recipients, which means that personalization and segmentation are essential. It is necessary to classify and select specific contacts or specific audiences for each message, otherwise we will be making a digital marketing mistake.
Not adapting to market changes
The market is constantly evolving and every brand must be prepared, adapting to changes. If you are not aware of market trends and consumer behavior, you may end up in a position of competitive disadvantage in relation to other players in the industry.
Against this backdrop, it is clear that the business' marketing strategy must be adaptive to change.
Not prioritizing customer experience
Satisfied and loyal customers are our goal. Customer experience is essential in any marketing strategy because, if it is positive, that customer will be the one to recommend the brand and its products.
Customers expect a high level of service and attention, so the marketing strategy must prioritize customer satisfaction or it will not be the right one.
In conclusion, avoiding these mistakes in digital marketing can contribute to create an effective and successful marketing strategy. Broadly speaking, you must have a clear objective, know your target audience, have a coherent strategic plan, measure results, adapt to changes in the market or the environment, prioritize customer experience and diversify marketing actions.