On one side, digital marketing is the best way a local brand can succeed and on the other hand, a small thing gone wrong and all the marketing would hit you back with multiplied force! It isn’t necessary that what works one time would be a strategy that will work always. Further, we are talking about an industry that is continuously changing and is as fragile as the changing behavior and demands of people. As a result, several things went wrong in the digital marketing arena in 2015. Now that we are ready to put the bad things behind and start anew, let’s take a look at the mistakes that were done and mustn’t be repeated.
Social media has indeed been a fun, fast and inexpensive way to cater to the audience, but getting overexcited has resulted in embarrassment for many. Unlike traditional advertising and print journalism, social media is still in its infancy and continuously changing, developing and growing.
A best (or say worst) case scenario was from Epicurious – a Reputed Food Magazine. To show its concern in social platform after the Boston Bombing, it tweeted, “Boston, our hearts are with you. Here’s a bowl of breakfast energy we could all use to start today”! The message was right but the event was seriously wrong! This however wasn’t the lone event where companies got things wrong in social media just because of their over enthusiasm.
As companies/businesses grow into social platforms, they need to be more strategic and calculative about the message they are presenting. Be careless and things can go drastically wrong.
It’s easy to understand when marketers demand conversions greater than the click rate but aren’t equipped to nurture the leads. PPC managers for smaller and especially local businesses forgot that their processes weren’t as streamlined as the bigger firms and that their demands and expectations should be limited. It is important that local businesses evaluate not just the pre-click processes but also the post-click readiness. If clients aren’t open to suggestions and set up for the lead amount, recommend a better time for them to come back and avail the opportunities.
True that mobile marketing has been a fairly recent development in the ecommerce world. However, if you are a small local player, it is better to learn the game before sporting your team, or in this occasion, your app! There were several businesses who went ahead to bring in an app for their potential mobile consumers but didn’t know what to do with it. As a result, they faced a lot of criticism and this is an industry, where a reputation once gone, is very hard to gain back.
It is necessary for brand to be more careful with their mobile offerings in 2016. Know your demographics, understand their expectations, strategize something unique and present in a package that will leave an impression for sure. “It’s better to be late than to be sorry”.
In this age of information, it is not acceptable if a digital marketer ignores the importance of analytics. However, many brands continued to experiment blindly through 2015. In fact, the biggest advantage with digital marketing has been being able to track numbers to determine the success or failure of campaigns. The simplest analytics on offer is by Google and can be used by any brand/business with a website. From ROI to conversions to leads, analytics help brands reach out better.
A blog is a great marketing tool but cannot be sufficient enough for a growing brand. Local businesses need to diversify their digital marketing efforts and invest time, energy and money into video content, social engagements and other types of online events. Sticking to just a single tool of promotion won’t work as the competition stiffens. If you are looking to get bigger in 2016, experiment and invade marketing territories that were untouched.
Especially for local brands, it is also important that digital marketing initiatives are also duly supported by offline campaigns. Billboards are still a tool of information sharing and it’s also vital that your brands find a place in subway signs! This is how people will know where to find you.