If you’re reading this, chances are you’ve already tried your hands on digital marketing, but in vein and are right now in troubleshooting mode. Well, don’t be disappointed. While you may have been hearing a zillion people say how digital marketing is working wonders for their brands, there have also been plenty of disasters to learn from. By actually trying to find out what you’re missing and not entirely giving up on the idea of digital marketing, you are already one step closer to making it work.
Here’s a list of some of the most common mistakes people make while chalking out their digital media plan.
1. Audience – platform mismatch
Digital marketing presents a world of opportunities, but just like in the real world, not everything works for everyone.
Now, you already know that the first step of developing a digital media strategy is audience profiling – understanding on which all platforms is your audience active. But a more important step, which is often missed by marketers, follows this one – on which platforms is your audience seeking you. By “seeking” I mean consciously or unconsciously interested, and not likely to ignore or discourage (unlike / hide / block) you.
Let us take an example of popular personalities, who have become lauded brands on social media.
Now, we all know Tanmay Bhatt, don’t we? The famous comedian of AIB fame, who has been able to take social media by storm with his updates, SnapChat videos, memes, sketches, comments and so on. Can there be any social media network where he isn’t quite so active?
Now, a typical Tanmay Bhatt audience would consist of people aged between 18 to 40 years: a lot of young and mid level professionals don’t just watch but are able to identify with his jokes. Then why isn’t LinkedIn a good place for him to be active? Because that is not where his audience is “seeking” him. No one wants to read jokes about bad bosses, when they are looking for a job.
Now let’s take a look at another famous person, Seth Godin – the inspirational author and public speaker.
He is probably followed by the same cross section of people, across the world – young professionals. But they are ‘seeking’ his brand on LinkedIn and Facebook. So, he is making use of both.
The right choice of media depends not just on audience profiling, but audience intent as well. Deliberate carefully on your audience-platform selection, before you proceed to make a communication plan.
2. Self-obsessed content
Remember how you used to wait for commercial breaks to finish up pending chores at prime time? Now, there are no breaks… only sponsored stories, hard selling content and pop-up ads. But audiences still need a break. So, stop talking about your awesome product everywhere. The more you brag about yourself, the less your audience believes you.
Now, does that mean, creating content is of no use? Not at all! But creating self-obsessed content is a big no-no. Instead create content that your audience can actually use. The more they use your content, the more affinity they’ll develop for your brand. For example, if you are a restaurant, instead of only talking about your menu and your ambience and your events, talk about things like how to host the perfect anniversary dinner or what not to eat to avoid lazy afternoons. These are things people are searching for, and if your brand pops up, it will only draw your audience closer to you!
3. Content over-confidence
This is one of the biggest mistakes that marketers are making: expecting your awesome digital marketing content to do wonders on its own. Now, if that sounds like I am contradicting myself, hold on just a little bit longer. The right content can do wonders, but it sill needs to reach the right people at the right time. Because let’s be honest, unless you’re already a famous writer, artist or media person, no one is coming to you for your content on their own. You will need to take your awesome content to them. Placing your content in the right digital marketing channels and actively publishing them to the right audience is as important as creating that content in the first place. Let’s take example of a very useful mobile application that you’ve invented – an app that automatically switches your phones to voice-mail mode while you’re driving and turns it back on when you stop. It’s a pretty useful invention! But how will people come to know about it unless you put it somewhere on display – online or offline? Your awesome content is also like that app. It needs a good display, on websites, social platforms, online magazines and other such places to reach your audience. Invest in such displays and let your content talk to your audience.
4. Hiring multi-tasking digital ninja
Let’s revisit the thought we started with – that digital marketing is like a sea of prospects. It is vast and varied. Once upon a time Digital Media was a small part of a BTL plan of marketing agencies (pretty weird, right?). But now it is way broader and more diversified than any traditional media. Then how can just one-person posses all digital marketing capabilities? From planning to creation to execution; from search to social to experimental, one person cannot do everything, at least not effectively! Your digital marketing plan deserves a team of specialists working on different aspects of your strategy. Simply put, when you have a dedicated person executing each leg of your plan, chances of error and inconsistencies go down drastically, saving you another failed attempt.
5. Short-term planning
Looking at the instant fame of digital celebrities (which does not account for the years of hard work they put in learning the tricks) you may have got the impression that digital success is a quickie. Be warned, it’s not. You cannot do a trial campaign for a few weeks and judge its success by its results. Digital campaigns need regular optimisation efforts and that needs data to be effective. The more custom data you can collect over time, the better you can target your audience with even more tailored content.
Long-term planning is also important to align your digital strategy with your organisational objectives. Of course, for short-term objectives, you will need to work on short-term strategies, but they should still be part of the broader direction into which your brand is headed.
Already tried these and still not been able to get results? Your strategy may be in need of more industry specific troubleshooting. Just mail us your problem or pour your heart out on a call with us (contact details in header). We’ll be happy to help.