5 Common Misconceptions About Digital Marketing – A Beginners’ Guide

If you know what digital marketing is, you should know how effective it has become today. Well, sometimes it is found that beginners face a few common misconceptions about digital marketing. And eventually, they have to taste early defeat in this challenging market. Believe it or not, I have also gone through the same situations. This is why; I feel I must tell you what things can primarily have negative impacts on your digital media marketing efforts.

It is no doubt that in this technology driven world, digital media based marketing has given the business development a new boosting towards faster growth. But following are some common mistakes that a newbie should avoid:

1. Higher time consumption versus fewer results: The first thing that disappoints a beginner is time against results. It is a fact that there is hardly any short cut to success (except pay-per-click advertisement) in the digital or the online marketing sphere! When you begin to start market your business online, you have to wait and watch for results for some time. After a few outcomes, rework on strategy can lead to expected results. But this does not mean that you should stop working on digital media based marketing ploys. One thing you must remember or convey to your superiors that results of digital marketing stay for a long time. Once the flow of business beings, it does far better in revenue collection than off-line marketing processes.

2. It is too technical and hard to track or measure: I can personally tell you that I have come across people who simply try to negate digital or online marketing as it is a bit technical. Some of my friends and even clients are heard to say, “You people better understand things as you have the technical knowhow”. But let me tell you my friends, I am not at all technical person and I do not hold any technical degree. Yet, Googling around and with the help of some of my friends, I am now easily handling my own site’s online marketing process. And talking about the tracking process, I can say there are so many tools to analyze and trace the output of your digital marketing efforts. For example, there are many keyword analysis tools that help you know the best keywords or phrases that would help you move forward and outperform your competitors on Google search results.

3. You need to invest lump sum money for success: Another setback that can really affect a beginner to take the first firm step in the domain of digital or online marketing is a money issue. Some people have a big misconception that digital or online marketing means an investment of a considerable part of your marketing budget. But this is not at all true. Whether you employ any digital marketing expert or yourself begin to work in this domain, very nominal investment can start showing you greater results. You can expect better results from other conventional marketing ploys even. There are so many free techniques that can be implemented to get firsthand results.

4. SEO is going to die so stop this nonsense: There are so many Big Brothers who have grown some deep knowledge in themselves about Google and SEO. They have the judgment – Google now does not allow or adhere to conventional practices of optimization of web pages (Meta tags, content etc.) so it is not necessary to invest your money in digital or online marketing (SEO is certainly the part of it). It would be better to follow other techniques. These types of conceptions are nothing but misconceptions about digital marketing! The on-page SEO (working on Meta and content) still has importance to Google and other search engines. Those ploys guide search crawlers to index and show the best results against the user queries. Yes, SEO techniques are becoming advanced to bring the best results to the customers and it is not going to die till the search engines are in the market.

5. Social networking is all digital or online marketing: In this era of ‘Facebook’, ‘Twitter’, ‘what’s Up’ people are growing a deep misconception in themselves. They have started to think that social media marketing is all in all in digital marketing. If you can market you business in social channels, you then do not need to do anything else. But for the beginners I must say, stop thinking likewise! If you search, you would find there are so many other techniques that help in bringing results. Do not indulge your time entirely on social media marketing. For example, you have to know and work on making your online presence mobile friendly to reach the greatest number of people. And to do that, you have to know some key techniques that stand as a part of digital media based marketing.

Well, there are so many other misconceptions about digital marketing processes. But I have tried to put forward only 5 misconceptions that can lead a beginner to defeat! I have personally burnt my nail falling in a few of such damaging misconceptions. So I think, everybody should research well and find out the truth. There are so many blogs of experts that can guide a beginner to success in digital and online marketing. For example, Google’s Spokesperson Mr. Matt Cutts has a blog where he shares his good thoughts on digital and online marketing good practices. Such blogs and helps are innumerable and following those, success is bound to come for a beginner. I wish the above points would help you all be successful in avoiding common misconceptions of digital marketing. Know the truth and get the success.

Marketing Strategy and Planning: The Road Map

Many small to medium sized businesses face a common struggle; a balancing act of plans, strategies, departments and decisions. All of the elements are present, all of the gears in working condition, but business isn’t exactly booming at the pace it had anticipated or forecasted for. What exactly does this growth and sustainability require? In a turbulent economy teeming with congested airwaves and aggressive business practices, it’s about standing out from the crowd. And surprisingly, your marketing strategy has a lot more to do with it than you might realize.

Conflicted business owners can overcome the masses and draw the customers that are right for their product by executing a stellar marketing strategy, not by yelling louder than their competitors or using neon banners on their storefront (or banner ads on your website). My point is, you don’t have to be throwing yourself out there with a bunch of noise all the time. What you need to do is paint a vision for your business, your employees, and your customers. Make promises that nobody but you can keep, and then blow them away with your admirable businesses practices and superhuman skills.

Take a moment to consider this: marketing strategy is the single most important factor in determining the prosperity or deterioration of a business. That’s a pretty substantial claim and I’m willing to prove its legitimacy. Marketing strategy distributes itself throughout all the facets of a business, whether intended by its creator or not. This is possible because the strategy is created and defined by the overall objectives of a specific business, and integrates these objectives with a company’s unique vision and mission. Put simply, every level of a business should be oozing marketing strategy. Really!

Marketing Strategy

Does it seem far-fetched? Let’s examine the relationship between marketing strategy and four key aspects of any business: market research, the marketing plan, corporate identity, and the economy. First, let’s get the formalities out of the way and set forth a definitive explanation of what marketing strategy actually is. After scouring several websites for the official definition, I settled on a less-official but more effective description of marketing strategy:

Marketing Strategy:
A strategy that integrates an organization’s marketing goals into a cohesive whole. Ideally drawn from market research, it focuses on the ideal product mix to achieve maximum profit potential. The marketing strategy is set out in a marketing plan.

While your marketing strategy is, essentially, a document; its purpose is far more load bearing. Included in the strategy should be your mission statement and business goals, an exhaustive list of your products and services, a characterization or description of your target clients, and a clear definition of how you integrate into the competitive landscape of your industry.

Marketing Strategy v. Market Research

This relationship establishes an order of operations: the first phase in any marketing or branding initiative is research. (See our white paper on this subject: Market Research for SMB’s). No matter the scope of your research, whether it is a broad canvassing of your current client list or unveiling specific, detailed findings about your target market, the outcome will have a direct effect on your marketing strategy. It’s imperative to find out everything about whom you are trying to reach. What generation are they in? How big are their families? Where do they live, eat, and hang out? How do they spend their free time and money? All of this information will influence and alter your marketing strategy.

Research alone will not benefit your business without a solid marketing strategy. Often, business owners narrowly define market research as the collection and organization of data for business purposes. And while that is technically an accurate definition, the emphasis lies not on the process of research itself, but the impact it commands on future decisions regarding all levels of a company. Every business decision presents different, unique needs for information, and this information then shapes a suitable and applicable marketing strategy.

Research can be a grueling, confusing, and tedious process. From establishing or cleaning out a database to creating surveys and conducting interviews, you can receive a lot of information about your clients and potential clients and wonder what to do next. Before beginning to formulate a strategy, the information and data collected must be organized, processed, analyzed, and stored. Rest assured, with a little creativity and a lot of effort, this will all be molded into a structured, effective, and easily adaptable marketing strategy. Furthermore, continuous and updated research will ensure your strategy is a current and relevant reflection of your target market, marketing goals, and future business endeavors.

Marketing Strategy v. Marketing Plan

In this relationship, the marketing strategy is essentially a guide to judge the performance and efficiency of a specific marketing plan. In simple terms, a marketing strategy is a summary of what you offer and how you are positioned in the market (in relation to competitors’ products and services), and your marketing plan is an organized list of actions that you will enforce to achieve the goals outlined in your strategy. The plan will encompass the steps to a real-life application of a marketing strategy, bringing life to your mission and vision. It’s your time to show and sell your products and services so that your target market can experience them in the presence that you truly imagined.

Often, businesses lack a balance of creative personality and logic personality. While a business owner might have the creativity to dream up a stellar product, business model, and brand, they may lack the entrepreneurship and discipline to bring it all to life through research, planning and execution.

Marketing Strategy v. Corporate Identity

It’s no surprise that some of the most successful and recognizable companies in the world are those who establish distinguished, one-of-a-kind cultures that permeate through every channel of a business and reach customers on a human level. The culture of a corporation, its psychology, attitude, approaches to business, values and beliefs, lays the groundwork for a unique and compelling corporate identity. There is a powerful and undeniable connection between the health of these companies and the identities that their culture has provided.

These companies have discovered the delicate balance between a brand and a strategy, and how this symbiotic connection encourages visibility and growth. The relationship is simple: the marketing strategy represents where a company wants to go, and the culture determines how (and sometimes if) it will get there. Think of a corporate identity – the style, words, images, and colors – as the personification of your marketing strategy. The corporate identity is extended and applied in every phase of the marketing strategy, and plays a stylistic role in its execution.

Let’s look at an example. Starbucks, until recently, didn’t really have a marketing or advertising budget, per se. Starbucks started advertising in the New York Times and on TV in 2009, and very gingerly at that. Once a week it would print full-page ads in the Times, and on select channels it would air brief, lighthearted commercials. Prior to, the company was able to very successfully promote itself and its products through word of mouth and slapping the 25-year-old logo on every cup its baristas cranked out, proving that even something as simple as a logo can deeply resonate with consumers. But it was the Starbucks’ identity that its millions of customers were happily waiting fifteen minutes in line for. The infamous Starbucks cup rapidly became associated with wealth, leisure, high standards, and urbanites. From college freshman to corporate CEO’s, people couldn’t get enough.

Starbucks enforced its marketing strategy through clever, catchy campaigns, a genuine and human “front line” at the store level, and for the most part, acknowledging any mistakes or shortfalls that it might’ve run into. All of these actions are traits, portraying a deeply rooted culture that is exuded from top to bottom of the Starbucks hierarchy. And, love ’em or hate ’em, there’s no denying their great success, even in a strained economy.

Marketing Strategy v. The Economy

The economy is an incredibly sensitive subject around the globe. What we’ve also noticed is that a lot of companies and business owners are using a depressed economic state as a reason (and in some cases, an excuse) for the shortcomings in their business.

For example, a big trend recently has been layoffs. Larger corporations are using weak economies as a reason to purge its staff and cut positions, when it knows just as well that that’s exactly the opposite of what needs to happen. Or does it? It’s become hard to tell. Is surviving a “depression” really as simple as, say, reassessing your marketing strategy? While an unstable economy is troubling, risky, and unpredictable, it’s also an excellent test of the flexibility of your marketing strategy. Your strategy isn’t set in stone…the whole purpose of designing a strategy in the first place is for smooth navigation through any given circumstance, whether good or bad. Unfortunately, many CEOs and CFOs target their marketing departments first in lean times, while the reality is that it should be investing in these areas so that its marketing managers can adjust their strategy to survive-maybe even prosper, through tough times. An excerpt from the blog of R. Bruer, the owner and head of a strategic communications firm in Portland, Oregon, lays it all out:

“Most businesses treat marketing as a discretionary expense, making it an easy target for budget cutters. It’s as if marketing is a luxury afforded only when times are flush. Less customer demand, less we can afford marketing, or so conventional thinking goes.

But really, can we ever afford not to market?

It’s natural to want to preserve cash during a downturn. I was an employer for nearly 14 years, so I’m sympathetic. But the tendency is to make deep cuts in marketing when sales head south. Companies often start by reducing or eliminating outside expenses, such as advertising, events, sponsorships, research. And when that’s not enough, they lay off marketing employees, sometimes the entire department.

The net effect of gutting marketing is to stifle generation of customer awareness, demand and retention just when these things are needed most. It’s a penny-wise, pound-foolish decision.”

Your Marketing Strategy

While marketing strategy isn’t tangible, its role in business is just as dire as the product or service being offered. It’s contribution bears significance through every phase of a business plan, from conception to execution and far beyond these four aspects of research, planning, identity and economy.

Marketing strategy will continue to fold itself into business plans as long as it is created and executed properly. Research on your industry and competitors will enable you to develop and formulate a proper, pliable strategy. From here, your marketing plan will act as a guide that will bring your strategy to life, attaining and exceeding the goals outlined, all while establishing your corporate culture and identity. Remember, the culture piece works two ways. Your culture helps to form the strategy, and following that strategy will reinforce your culture. Lastly, your strategy must be both strong and flexible enough to withstand the most difficult or unpredictable of circumstances, such as an economic depression, new trends or competitors in your industry.

Strategy is a small piece of a much larger picture. It can all be overwhelming at times, sure, but it’s part of the adventure. With dedication, organization, and a champion marketing team (ahem! B&A), the pieces will come together with ease, allowing for the truly awesome personality of your business to shine, and profits to follow shortly thereafter.

Defining Digital Marketing

We have been hearing a lot about digital marketing these days and how it is absolutely necessary to have one for any business. Just like how internet users grow minute after minue, new and traditional business owners and brand managers are now exploring online opportunities through running a digital marketing campaign. With this exploration of online opportunities comes the basic question in the minds of business owners, brand managers and the likes – What is digital marketing?

Here comes the tricky part: so many sets of information are available online that it has become quite a challenge to filter out the good and accurate definitions, more so to arrive in one complete and substantial definition. In fact, when you type in the phrase “Digital Marketing” in Google, you will see around 504,000,000 results. That would mean millions of varying interpretations and definitions on the same subject.

A good number of blogs and websites would say that digital marketing or online marketing is a type of marketing and sales approach that invovles the use of popular and authoritative online channels and websites such as Facebook, Twitter, LinkedIn, etc. in promoting a product or service; such approach increases traffic and popularity to their website and ultimately to their business. Therefore, online marketing as others would say is the type of marketing that enables a business to reach a mass audience in the shortest possible time using popular online platforms.

Aside from appearing in popular social media pages, others closely associate online marketing with a dominating online presence. A dominating online presence is usually determined by the webpage’s rank in the popular Search Engine Results Page (SERP), such approach is referred to as Search Engine Optimization.

On the other hand, other practitioners focus on the “ends” or the outcome of the campaign in defining digital marketing. They say it is one of the most convenient ways of measuring online sales and conversion of website visitors. Because of the technology involved, business owners are able to easily measure how they score with their target consumers. A lot of software and services (for free or for a fee) are being offered to accurately measure website hits, unique page views, likes, shares, comments, Tweets, and even sales. Thanks to the internet, online business owners can now conveniently measure their reach in detail, so they would know if a campaign is working as planned.

While all explanations mentioned above are correct, each is just an aspect of a greater and more complete definition:

We define Digital Marketing as a branch of marketing that makes use of integrated digital technologies to disseminate communication that is targeted and measurable with the end goal of acquiring and building relationships with new and existing customers.

If you carefully disect the definition above you will find that each word used is indispensable in determining the true essence of digital marketing. Through integrated digital technologies, businesses are able to promote their campaigns and reach the masses with just a couple of clicks. The advancement of technology, the way people react and use them at an amazingly fast rate and a business’ ability to adjust and adapt to the way technology changes the marketing landscape connects the business to its consumers like never before.

This type of marketing campaign should be integrated in such a way that multiple avenues are utilized in a harmonious manner to work towards one goal – to reach and communicate to a “targeted” online market. With the opportunity to engage and build a strong relationship with the consumers as the most important benefit of running a digital marketing campaign, businesses now are able to interact and connect with consumers real-time.

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