With the world becoming ever more digital, effective marketing using technology can be a game changer for your business. In this piece, we’ll discuss some common digital marketing mistakes and how you can avoid falling into the same traps.
Targeting the wrong audience
One frequent misstep is when a marketing campaign is focused on the wrong audience, this results in a waste of effort as the campaign is not converting into measurable metrics. This can be avoided by carrying out thorough audience research. Analytics tools, market segmentation and customer personas can all help you understand who your audience is and how best to reach them in a marketing campaign.
Ignoring the Competition
Another issue that many businesses come across is becoming so focused on their own strategies that, as a result, the competition is ignored. Low competitive awareness can stunt your business in areas like innovation, content ideas and pricing strategies. To avoid this happening, conduct regular competitor analysis by monitoring competitors’ websites, email campaigns, SEO performance and more. All of this information can then be used to better your marketing campaigns, by learning from other people’s mistakes, meaning you don’t have to make them.
Inconsistent Branding
Also, inconsistent branding across your business channels is an issue as it confuses your audience, weakening their trust. Establishing brand guidelines defining your tone of voice, visual elements and how you appear on different platforms makes sure that everyone in your team follows these standards and there aren’t inconsistencies. Consistent branding not only helps with loyalty, but goes a long way when making a business look professional.
Placing Acquisition Over Retention
Most businesses heavily invest in acquiring new customers when sometimes the existing ones value is forgotten and could make you more profit. Customer retention methods often are cheaper than acquisition and deliver a higher ROI. This scenario can be avoided by building long-term relationships with customers. Personalised email marketing and exclusive offers are good ways to keep them engaged and eventually become repeat buyers.
Neglecting Mobile/PC Users (prioritising one platform)
Some businesses optimise their website/campaign for either mobile or desktop, assuming that their audience would only be on one of them. This approach is one sided and creates lack of immersion for users of the other platform when navigating your sites/pages, driving down conversion. This can be avoided by considering both and ensuring your website and campaigns are fully responsive across all devices. Testing is crucial as landing pages, emails, multiple screen resolutions and different operating systems have to run smoothly.
Not Tracking Performance Metrics
Many businesses run campaigns with no clear KPIs or without tracking how they’re performing. Without a way to measure a campaign, there’s no way to know what’s working and what needs improvement. This is avoidable by defining clear goals and measurable metrics before launching. Data driven decisions drive digital success.
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