“Old-school traditional marketing is out, while online digital marketing is in.” It’s a statement that you’ve heard being parroted by every online marketer on the Internet today. What they’re saying is not without its merits, of course. According to a study published by John Deighton and Peter Johnson of the Direct Marketing Association industry group, online digital marketing was worth a whopping $62 million in 2012. And this figure is expected to jump in the coming years. There are hundreds of success stories of businesses that have successfully used online marketing to their advantage- from large companies who managed to grab a new target market, to small mom-and-pop stores whose sales have skyrocketed after going viral on a social media site.
The problem is, in the rush to jump on the online bandwagon, marketers are committing some big marketing booboos that push people away and not attract them. Here are some of the common pitfalls that online marketers make:
1. Putting out online social media/marketing campaigns with no specific framework or plan in mind.
In social media and other online platforms, it will look pretty obvious when you don’t have a specific plan for your campaigns. You have no target audience, your posts go nowhere, and your content does not drive any sales. It will look like as if you are trying too hard, doing online marketing for the sake of online marketing alone.
2. Focusing on advertisements, not on the audience.
Advertisements are a traditional form of marketing; porting them over to the online realm isn’t actually that much of a revolution. What people want are things that have value for them- not spammy emails and ads. Campaigns should be engaging, and provide some value (knowledge, entertainment, service, information, etcetera) to its audience.
3. Not being available.
It’s not called SOCIAL media for nothing. What people like about online marketing is that it provides a way for people and brands to communicate with each other in a two-way process. You absolutely have to be social when you have an online presence. This means replying to posts and comments that you receive online, plus adapting your campaign to the feedback that you receive from your online market.
4. Throwing all of your eggs in one basket.
You have a Facebook page, mailing list- and that’s about it. How about the people that are on Twitter, Pinterest, Tumblr, and industry-specific forums? What about people who like to watch videos instead of reading articles? You’re missing out on a lot of potential customers if you don’t diversify your online digital marketing tactics.
A good online marketer can avoid all of these pitfalls, and help build a thriving and engaging web presence for your business.