In the framework of the ongoing emergence and evolution of digital marketing, many things have been said regarding the most efficient way to come up with a digital marketing strategy, nevertheless, it seems that the threshold of what has proven to work is likely to expand, as previously accepted practices are questioned. At ReputationDefender we have already pointed out that the shift from traditional to digital marketing also demanded a shift in the corporate mindset; managers, who were used to conceive marketing more traditionally struggled — and struggle — to interiorize the changes that the digital evolution brought along.
This juncture has flooded the market with people claiming to have mastered today’s marketing framework, however, in reality, nothing could be further than the truth. Digital marketing has been increasingly demanding more resources from companies and organizations, and, often, these institutions seem not to differentiate between online and offline strategies, and, consequently, budgets have been merging. Although some level of maturity regarding the expertise on this topic has been observer, most companies and businesses in general fail at avoiding poor digital marketing practices. At ReputationDefender we have compiled the seven most common malpractices in the digital marketing field:
1 . Not harnessing the full scope of social media
The so-called marketing specialists, or marketing teams, often seem to have forgotten that social media platforms were developed for more than simply sharing special moments: they were also developed for companies to engage with their customers, taking things one step further from traditional communication. It is of high importance for brands and companies in general to pay special attention to what their customers are saying about them online, and engage with them whenever possible, as it is the most efficient way to build more solid relationships with the target audience while achieving a much more positive impact towards the long run.
2. Buying followers on social media
Since pretty much everyone possess a digital device featuring the capability of accessing information in real time, companies seem to have misunderstood the goal of today’s game: many seem to have believed that this goal is for them to have a sheer amount of followers and fans, since they have been led to believe that such number accounts for their reputation, popularity and success. People, however, have gotten much smarter (in terms of social media usage), and are now capable of identifying whether a specific business has paid for its followers (often fake). Logically, this is not a good thing: not only customers will realize that this company is not as committed to developing their target audience, but also will lose potential customers as well.
3 . Making a third party responsible for the company’s online presence
Hiring third parties to be responsible for a company’s social media profiles is commonly related to the lack of resources, however, such practice is often a double-edged sword, since nobody knows a brand better than the brand itself (or the company behind it)
4 . Sending out untailored tweets
Today’s juncture demands personalization. Customers value when a company addresses them personally, as they feel they are being taken into account, and that the company is as well aware of their existence. Non-customized content, or impersonal messages will likely ensure customer’s rejection, as they are, at the very least, uncanny. This is a very common practice companies and businesses in general ought to avoid if they want to thrive under today’s circumstances while keeping their customers loyal in the long run.
5. Ignoring unfinished purchases
The digital world is different. It is not a common scenario to see somebody leaving a shopping cart full of groceries in a physical establishment, however, there are thousands of cases where customers simply do not finish their purchases online. Companies ought to come up with a strategy to avoid these situations and ensure as many purchases as possible while providing the customers with an outstanding and friendly purchasing experience. Some actions that have seemed to work are the use of promotions and special offers.
6. Ignoring the sales team
It is somewhat of a cliché, but marketing and sales team just do not get along as they should, however, both teams ought to learn from each other and listen to each other, since the information gathered from both sides is vital for the proper functioning of companies and businesses in general. Marketing, for instance, should rely on the information collected by the sales team regarding the efficiency of the strategy, so they can assess whether it is working or not.
7. Not measuring results
Traditional marketing was rather unpredictable, as there were no accurate ways for determining whether a strategy was fulfilling its purpose or not. The digital revolution also brought along hundreds of tools for such purposes: now, it has never been easier to monitor whether a strategy is working, therefore, companies should spare no effort in harnessing the majority of tools to get a more accurate picture of how their strategy is performing.