Digital marketing is probably one of the fastest growing topics in most companies. No matter whether a large corporation or a small business around the corner, everyone is concerned with their own presence in the digital environment and how to use it successfully for marketing.
However, many companies make serious mistakes and can significantly improve their online marketing if these mistakes are avoided. There are many general but also many important topics that are forgotten. We show you what you should pay attention to and what we have learned from our practice.
The 6 biggest mistakes in digital marketing
1. Not setting targets for digital projects
Unfortunately, many campaigns and digital marketing projects are not well planned from the beginning. There is a lack of clear goals what is expected from the campaign. You should know if you want to get more leads, if you want to strengthen the brand, if you want to promote a new product and therefore promote the new landing page. All this can be important and also control the focus, but also help to avoid frustration if you actually wanted something else but didn’t define it.
2. Do not pay attention to analyses or analyses
Unfortunately, we often see that many people simply don’t track their digital marketing initiatives. But there are usually simple ways to analyze the performance of the campaigns and draw conclusions.
Besides the lack of analysis data, the problem is that when digital marketing is tracked, it is often not analyzed at all. You should regularly review the data, analyze different areas and adjust the measures to increase the performance and to put the money into the right means, channels or actions.
3. No error culture and no testing of online campaigns
Many campaigns are set up in such a way that they are thrown onto the market as if set in stone and if it doesn’t work, then it was simply a flop. Digital marketing is an area that requires constant optimization. So we can use the analyses mentioned in point 2 to identify sources of error or adapt the content, the channels and other aspects to the needs. So you may have to test through different versions to get the right campaign for your goals.
4. Jump on every new wave
Some companies tend to simply embrace every new wave of trends and technologies. It is so that every company has to adapt to new trends and technologies as quickly as possible in order to keep up with the competition or even be one step ahead.
But especially important here is not only to jump blindly on all new technologies, to adapt them because they are “trendy”. Companies need to plan their marketing mix carefully and understand how the new trends and technologies can help them achieve their goals. So it is of little use if you are a pure B2B provider on Snapchat, because it is trendy.
The most important thing is to stay on the cutting edge of technology, watch the latest news in the field and then make critical decisions. Then the best technologies and trends can be used to help you reach your goals.
5. Addressing the wrong audience
If you also look at some larger companies, they usually have one thing in common in their digital marketing. They address a specific target group and they do so through all channels. Car brands are an example. Lamborghini appeals to sports car fans, Audi to technology enthusiasts and BMW to people with “the joy of driving”.
The important thing to understand here is that you have to define your target audience precisely. If you lose your focus, you automatically become irrelevant and it becomes difficult to pick up the target group. The best way is to talk to your own customers. What are their difficulties? What language do they prefer to read (simple, scientific, personal)? What words do they usually look for? If you can answer all these questions, then it should be relatively easy to present the appropriate content and adapt the digital marketing mix accordingly.
6. Underestimate mobile technologies
Often one sees good actions and good ideas for online marketing, but these are not mobile available or only inconveniently attainable. If you want to address your customers, then you simply have to optimize your campaign on the move. Mobile technologies now account for over 50% of Internet traffic and this should be reflected in your campaign.
It may not be easy for many companies to analyze all channels of their digital marketing mix, to know their customers and target groups exactly or to optimize every marketing action completely for mobile. However, it is important to avoid these points as much as possible to prevent your digital marketing campaigns from running aground and spending money on the wrong reasons.