Digital marketing is an umbrella for many different means of promotion online. However, there are many common misconceptions as to why companies think that digital marketing is not for them. We often encounter a lot of different reasons, seven of them listed below.
Marketing Myth #1 Digital marketing is advertising
Not strictly true. Advertising is a branch of marketing that is typically secondary to marketing objectives. Marketing is a strategic process of identifying customer needs and how best to meet those needs and raise brand awareness in a variety of creative ways. A common solution for driving short term sales is via paid advertising and both marketing and advertising campaigns are independently effective but most effective when they are working together in synergy.
Marketing Myth #2 Marketing is a waste of time and money
Marketing should be seen as a long-term investment not an expense. Nowadays most consumers are looking for services and products online, therefore your products and services are worth promoting online. Marketing can help raise brand awareness that will help elevate a brands discoverability, connections and conversions. If done properly digital marketing will generate a return on investment (ROI).
Marketing Myth #3 I have a website and that’s enough
Having a website is a great start, but here is a ‘news flash’ a website needs marketing, especially if a website is relatively new. Marketing should be the number one priority in any case. Content holds much importance for a website internally and externally and there are many ways to create, publish and distribute website content. More importantly website content needs to be optimised for the search engines as does a website on a technical level. Investing in website optimisation and content marketing are key drivers for website growth.
Marketing Myth #4 We’re too small of a company
A marketing strategy should not be a one-size-fits all approach because businesses come in different shapes and sizes and have different needs. However, a company can never be too small for marketing. Digital marketing helps you reach the right audience with the right approach and the best online tools and resources. As mentioned earlier, marketing is a long-term investment and if done properly, it will succeed. If a small business wants to grow - let’s face it, have you heard of any business that doesn’t? - there are affordable, custom-made marketing strategies that are designed to help.
Marketing Myth #5 Social media is not suitable for our business
Social media applications are a powerful source for making connections and engaging in real-time conversations. Certainly, most social media apps exist to work for both individuals and business needs. It is just a matter of knowing which ones are the best suited for one’s business and client needs. It also helps to have a content marketing strategy in place to deliver a consistent stream of content that will hold value to those who it is designed to serve. Which social media is best for business?
Marketing Myth #6 We tried marketing ourselves and it didn’t work
Too often small-medium sized companies start and stop their marketing campaigns and this is counterproductive. Firstly, marketing should be a long-term approach meaning that you should keep at it at all times; results will come and success will be achieved over time. Indeed, it can be a slow process, especially for a business just starting out but it is far better than having very little or no web presence whatsoever. In most incidences where companies - without digital marketing expertise - try to do it all themselves tend to be the ones that fail to grow. Digital marketing is a multidisciplinary process that requires a range of well-versed creatives and specialised skillsets.
Marketing Myth #7 Quality products and services will sell themselves
Without a doubt, quality products and services will sell. However, they will not sell themselves. It takes a service to inspire, marketing to promote, advertising to sell, and a fanbase that will recommend. As the world becomes more digital and reliable on mobile devices, traditional marketing (marketing that is not online) such as shop footfall, word-of-mouth and leafletting is not enough for a business that wants to expand locally or internationally. Online shopping has become incredibly popular due to its convenience; no matter what time of day it is… the internet is always open.
