Digital platforms have brought countless possibilities and advantages to marketing, to the point where the axis of any strategy is today in the online environment. However, it is common to make certain digital marketing mistakes that prevent the desired results from being obtained.
We know that making mistakes at some point is inevitable and that it also serves to learn. Still, it is important to consider specific issues that can make your job easier when avoiding possible disappointments in your marketing campaigns.
Therefore, we detail some aspects you should take special care of from now on so that your strategies are executed correctly, and you achieve the desired results. Watch out for these errors:
1. Trust everything to advertise
Online advertising is cheaper, easier to hire, and even more effective than traditional advertising, so it can be a fast track to achieving goals such as increased sales, web traffic, and visibility. This makes it a very attractive and accessible method that can confuse the occasional digital marketing professional, which is why it is a common mistake in the industry. However, the ideal is to achieve long-term and organic results, so it is not advisable to abuse advertising campaigns.
SEM can be a very useful boost at certain times. Still, it is not appropriate to bet everything on this single card. It would be best if you always worked based on other SEO, content marketing, email marketing, or social media actions so that advertising online is not the only pillar of your strategies.
2. Neglecting segmentation in email marketing
Email communications are very effective, but if not done properly, they can become a double-edged sword and have the opposite effect on the audience. For this reason, you should never lose sight of the recipients of this type of communication, although this is one of the most common mistakes in digital marketing.
To achieve effective campaigns, the content must be relevant, useful, and adapted to the recipients of the mailings, which means that personalization and segmentation are essential. They are fundamental. In other words, it is necessary to classify and select the specific contacts for each communication because only in this way will those interested and who want to continue maintaining contact with your company receive them.
In the end, it must be taken into account that it is not only about the effectiveness of communications in terms of reception, but that for professionals, it is also very important to take care of the public in a personalized way. Only in this way will they trust us for the long term and provide us with helpful information to improve the quality of our services.
3. Not paying attention to data analysis
Contrary to what you might think, campaigns do not end once the actions that comprise them have been carried out but continue through the data collected about their performance. KPIs are a precious source of information to know the behaviour of the public, their interests, and, ultimately, what works and what does not. Collecting information about the audience and giving it meaning is vital in any digital marketing strategy, although, unfortunately, the mistake of leaving these issues aside is often made.
Knowing in depth the people you are targeting by analyzing data and extracting insights will help you develop campaigns with precision and, consequently, with a higher success rate when it comes to achieving your goals.
4. Failure to comply with data management regulations
How often have you heard someone say they don’t trust online stores? Indeed this has happened to you on more than one occasion, and it will probably happen again in the future, even though this type of business has been part of our daily lives for years. This happens because privacy and data processing on the network are two of the issues that most concern users today, to the point where they completely determine online purchasing processes.
Although not only must these aspects be taken into account in the eCommerce environment, but users must also be guaranteed that the data they will transfer to your company, in whatever way, will always be used safely. This means that not only do you have to convey trust, but you also have to put it into practice and be up to date with the different regulations and standards in this regard. Thus, not only will you gain credibility with the public, but you will also be able to save yourself the occasional legal scare.
5. Let go of omnichannel strategies
Today there are many platforms, and digital media with all this entails. That is why it is common for digital marketing strategies to be considered in isolation for each one, disaggregating the transmitted messages without a global vision that coherently connects them. This is a very common mistake that leads companies to not take full advantage of their communication channels since barriers are generated that prevent users from enjoying unified experiences when browsing from one platform to another.
The correct thing to do in these cases is to break down the boundaries between the media and bet on omnichannel, or what is the same, on creating unique strategies in terms of messages, objectives, goals, and designs, but which are developed through a multitude of platforms. In this way, homogeneous experiences are brought to life without obstacles, more effectively transmitting everything that the brand wants to convey to the public.