Digital marketing is growing at the speed of light! According to Statista, in 2015, the US spent $59.82 billion on digital advertising. This number is expected to grow to $113.18 billion by 2020. But are these marketing dollars paying off? Make the most of your next campaign by avoiding these common blunders.
Not Establishing Goals
One of the biggest mistakes digital marketers make is failing to establish goals and objectives when planning campaigns. Without clear, defined goals, it will be difficult to measure the impact of your digital marketing efforts as well as its ROI. The solution is to define main objectives based on insights from previous campaigns and properly communicate them to set a clear direction. Once a goal or clear objective it set, you can then proceed to create teams to execute the campaign strategy.
Not Being Mobile Friendly
With 80% of people using their smartphones to access the internet, digital marketers cannot afford to overlook mobile. If your campaign is not optimized for mobile, you’re excluding a majority of your potential audience. From emails, to apps, to newsletters, to the website itself, everything needs to be compatible with a wide range of mobile devices to accommodate your target audience.
Not Sending Emails
With the eminent rise of social media and mobile marketing, digital marketers often let email slip to the wayside. However, as the lines blue between sales, service, and marketing, email remains the connective tissue to the customer journey. In fact, according to a recent study from MarketingSherpa, 91% of US adults reported that they enjoy receiving promotional emails from the companies they do business with. By utilizing data from social media and mobile and combining insights with email, marketers can achieve a heightened level of email personalization to better appeal to their target.
Not doing A/B or Split Testing
What causes your audience to open your emails? A/B or split testing identifies the best steps to get the best results. Whenever possible, test different variables in your emails and digital campaigns to see which performs best. Experiment with different subject lines to see which gets the highest click-through rate and different times of day to see which produces the highest open rate. Within the actual campaign, test different layouts and evaluate the results.
Not Using Social Media Effectively
Setting up social media pages and posting on them periodically is not enough—social media has to be monitored consistently. Many digital marketers are not using social media to the fullest. Get to know which platforms your audiences are using and know the strengths of these platforms as they pertain to your business. Make sure you actively use these platforms and give people what they want to read and make offers that they cannot resist.
Not Measuring Results
By neglecting to look into insights from incoming data, you are essentially ignoring your own customers’ needs, desires, bad experiences, and demands for digital engagement. The solution is to ensure that the money and effort you spend on your digital marketing campaigns are worth it. Track your efforts and analyze the results to update your strategies and organize future campaigns that are built on customer insight.
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Redi-Mail…Delivering Exceptional Value
Email, web, mobile…Redi-Mail provides a full suite of digital marketing services to help clients create an ongoing dialogue with their customers.