As we proceed further along the year 2015, the message is clearly visible on the wall. Digital Marketing is not only here to stay but also to steadily become a larger part of most companies marketing budget every year. Researches and surveys conducted by international organizations have revealed that in 2010 companies spend twice as much on TV than they did on digital. But by the end of 2015, the scenario will be quite the opposite. Most companies nowadays are willing to spend just the equal amount for both digital and television media. Here we can add a little word of praise stating that marketing through digital media is less obtrusive to the eye. Though the means of marketing are passive, yet they make a bold impact to the conscience.
So where do you stand? What does it mean to you? Well that is understandable after all the recent updates rolled by search engines. If your website is not up-to-date, not engaging in Search Engine Optimization, content marketing is poor and lack in any kind of Search Engine Marketing strategy then you should consider making a business case for doing so. This also means that more companies in your niche are plunging head first into digital marketing and buying the buzzwords visible on social media. Despite all this, the companies lack true understanding of what to expect from digital marketing efforts or from a digital marketing agency.
Here are two important tips that would aid you to elude the biggest blunders companies make in digital marketing.
1st Mistake – Poor Planning
Most companies have poor planning when it comes to digital marketing. The lack of an organized, well-integrated strategy will only lead to wastage of time, opportunity and money. Before you invest your money towards digital marketing efforts, make sure the following is planned out.
- Understand the marketplace. As a brand, you need to have sound knowledge about your competitors, geographical demographics, existing distribution channels and the recent trends in the market.
- Perform a SWOT Analysis to understand the strength, weakness, opportunities and threats for your business.
- Specify your marketing objectives. What do you want to achieve from the results of your marketing efforts? What KPI’s will you use to measure success?
- Always have a budget. Having an idea of what you can afford and what you cannot is integral. If you are on a limited budget, then you need to spend that allocated money wisely.
Remember that a plan is the key component to a strong marketing foundation. Without a plan, chances for success are minimal.
Mistake 2 –Impractical Expectations
While managing a digital marketing agency, we see clients of all sizes and budget. It never fails us to notice, that whether a company has a small budget or a big budget they all have the same expectation of instant results. Most of the time the contract is not even a day old and the phones come ringing with crazy questions like “Why aren’t we on rank 1 in Google?” Even when expectations have been clearly set, emails pour in with weird demands of instant results. The notion that digital equals to instant result is one of the biggest misconceptions that companies and individuals have. Fact is digital campaigns take time to optimize, develop and improve from its initial place to the ‘Iron throne’.
It is integral to communicate practical expectations to clients. On an average PPC campaign takes 90 days, Search Engine Optimization takes 90-180 days, Social Media takes 30 days to show appreciating results. There are many examples that we can site, but we think, you get the point! Be tolerant and let the campaigns slowly build up. Just because you cannot see any results in 1 or 2 weeks, you do not need to panic and change your strategy or service provider.
Digital Marketing including mobile will continue to expand and evolve well into the future. With a little more time, it will slowly eclipse traditional TV, print and radio. This is the time to make sure you are getting the most of your marketing spend. Be prepared to keep up with the changes and have an achievable digital strategy that can be adjusted with the market trends.