Digital Marketing Plans That Don’t Go To Plan
Digital marketing is growing fast . The consensus suggests that digital marketing is replacing traditional forms of advertising, and big companies are increasing their marketing budget for digital. Every day, business owners are reminded of the importance of content marketing, SEO, social media marketing and mobile first design. It is enough to even confuse industry experts. It is a time consuming task to keep up with the changes in Google algorithms and fragmented digital channels.
When companies approach digital marketing agencies for help with their online marketing, there is a horrible moment when they realize it is not what they imagined it to be. Don’t get me wrong; there are many companies with realistic expectations of digital marketing and how it can improve their visibility. It is just really frustrating when a company presses ahead with plans containing the blueprint for digital marketing failure.
Why online marketing don’t go to plan
Here are some plans that will never take off in digital marketing.
1. Not knowing your market for digital marketing
Digital marketing is more effective when the company knows their marketplace. An understanding of the customer demographics, unique selling point (USP), distribution channels and competitors will help to plan a better digital marketing strategy. If companies do not know who they are marketing to, their plan is bound to fail. Their marketing budget on digital will be wasted. Reputable digital marketing agencies will refuse to execute a marketing plan if they feel it is not in their client’s best interests.
2. Not having a digital marketing goal
Wait and see is not a good way to measure the success of digital marketing. Companies should define their marketing objectives and have some key performance indicators (KPI) to help them measure the effectiveness of a digital marketing plan. A professional digital marketing team will use the KPIs in their evaluations.
3. Not having a defined budget for digital marketing
There is nothing wrong with increasing or decreasing the marketing spend. It is wrong, however, when there is no clear idea of how the marketing budget will be divided for the different digital channels. Knowing how much a company can afford to spend will help digital marketers decide how to spend it. This is especially important for a company with limited budgets.
4. Expecting online marketing to achieve immediate results
Digital is fast, however digital marketing takes some patience to see results. A digital marketing campaign will not only take time to make an impact-it will require constant tweaking. Online marketing agencies promising results in 1 week are not only delusional, they can harm the client’s business. For Pay Per Click campaigns, 3 months is the time for results to kick in; the bidding needs to be optimized and A/B tested for the best wording. When companies pay for SEO, they expect a time-frame for their website to move up the rank results. In reality, this can be anything from 3 months to 12 months: depending on how competitive the keywords are, this can take even longer. The most mysterious of all-social media marketing can take the longest time to target and engage with the right audience.
5. Not doing your research about digital marketing
Digital marketers and business owners have different levels of knowledge about online marketing. Even so, it is the business owner’s job to decide how to spend the marketing budget and check the progress of their digital marketing campaigns. It is never a good idea to rely solely on the words of the marketers. Investing in analytic softwares and learning how to log into Adwords are some of the ways business owners can gain control of how they are marketing. Digital marketing agencies can help to improve the bottom line of companies but it takes an auditor’s eye to see whether they delivering on the promise. Digital marketing is an area where ignorance does not equate to bliss.