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14 digital marketing mistakes and how to avoid them

Jennifer Lonoff Schiff | Jan. 19, 2016
Marketing experts discuss the most common online marketing mistakes and what you can do to avoid making them.

5. Overlooking mobile. “Mobile is becoming the dominant digital platform consumers use, now accounting for 62 percent of all digital media time, [according to] comScore, [with] apps account for over 50 percent of that total,” says Martin Doettling, CMO, Swrve, which provides a platform for managing customer relationships with mobile apps. “With this in mind, it is important to get your mobile strategy in place.

“Start by considering how your users are already interacting with you on mobile and how you can better shape that experience,” he says. “If you have not yet developed your mobile strategy, consider whether an app would be a [good] platform for you to speak to your customers and then deliver timely, relevant and meaningful content that grows your customer relationships.”

Also, “make sure your website is compatible with all mobile devices,” says Jonathan Ceballos, marketing director, USB Memory Direct. “Then make sure sales and special offers are [tailored to] mobile sites.”

6. Writing off email marketing. “There is a lot of buzz surrounding marketing channels like mobile and social. However, neglecting email marketing is a costly mistake,” says Eric Stahl, senior vice president, product marketing, Salesforce Marketing Cloud. “As the lines between sales, service and marketing blur, email remains the customer journey’s connective tissue. A recent survey from MarketingSherpa, found that 91 percent of U.S. adults say they like getting promotional emails from companies they do business with. Of those, 86 percent would like monthly emails and 61 percent would like them at least weekly. In addition, marketers can combine email with insights gained from customer data across channels and devices -- for example, social media -- to achieve the heightened level of personalization that today’s customer demands.”

7. Not doing A/B or split testing. “Use A/B testing to maximize effectiveness of your email,” says Adam Jwaskiewicz, director of interactive services at PHG, an advertising agency. “For example, distribute the same email to a test group, but use two different subject lines. When sending the actual email, use the subject line that performed best. Make decisions based on actual data, not your gut feeling.”

8. Being anti-social on social media. “Many marketers forget that social media is meant to be a space for dialogue and engagement, rather than simply broadcast,” says Jessica Riches, social media strategist, LMW Labs, which helps startups with social media. “Responding to your community, [answering] questions and sharing thoughts will help you build a deeper relationship that will positively impact business in the long run.”

9. Buying social media followers. “It often seems like the aim of the game is to have lots of followers and fans on your social media accounts,” says Ceballos. “It makes you look reputable, popular and well-established. People, however, are becoming more savvy [about social media]. They are now able to tell if you've bought fake followers. [And] if they do find out, you've immediately sent across the message that you are untrustworthy.” Instead, “look to build a network of real people who [are likely to become] potential clients.”

 

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