Do nots in digital marketing in 2015
There are enough articles about listing the tips, tricks and tactics of digital marketing, but how many people actually focus on the mistakes and the errors that should never be committed in the extremely competitive and already crowded digital marketing world? There are tactics and strategies which a digital marketer might be following and hampering his own brand in the way. There is no shortage of examples in this case and hence, today we are listing the digital marketing mistakes which should not be committed in 2015.
The Oreo tweet in 2013 during Super Bowl blackout triggered a wave of real-time marketing as a quick, witty and relevant way of reaching the public.
But as it happens with almost all unplanned marketing endeavors, there were a lot of mishaps which were sometimes extremely insensitive and at other times completely irrelevant. Like the time when DiGiorno accidentally advertised a pizza in a hashtag about domestic violence.
So, in 2015, it would be wise not to jump on random hashtags and trending topics. But at the same time, newsjacking relevant industry stories or delivering real-time personalized dynamic experiences can strike marketing gold. Instead of simply making attempts to go viral, let’s tailor the marketing to serve audience at the right place and right time.
As of January 2015, Facebook is changing its algorithms which will affect the way the news feeds appear for the users and also, how businesses promote their products/services.
According to Facebook,
“According to people we surveyed, there are some consistent traits that make organic posts feel too promotional:
Examples of these types of posts would be:
Facebook says that “Beginning in January 2015, people will see less of this type of content in their News Feeds. News Feed is already a competitive place – as more people and Pages are posting content, competition to appear in News Feed has increased. All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time.”
So, it would be wise to know the appropriate audience for a business on facebook and post the best content without focusing on selling, but at the same time, constantly engaging the audience.
According to a study an average content marketer uses six social media platforms simultaneously. Most of them try to cash in the social media audience as much as possible but in this way they are seldom able to create content suitable for each of the sites individually. Also, the audience targeted by the marketer may not be even present in the used platforms.
In 2015, it is advisable for the marketers to take a look and analyze the social media metrics to know the platforms which are under-performing and invest more time on the ones which aren’t. Another advice would be to investigate the marketing funnel thoroughly before cutting a platform because it may well be the one which is converting more traffic into leads in spite of not generating a lot of traffic.
With visual content the last word of digital marketing right now, many companies use stock photos and low-resolution images in a bid to cash in on the latest rage. Sometimes, this affects the business adversely, especially after the advent of Instagram, Canva, Picasa and other easy-to-use design and photography solutions.
According to their six-month analysis of campaigns from over 15 advertisers, social media agency Laundry Service found regular photos received a 2.35% CTR. Instagram-style photos, on the other hand, received CTRs as high as 8%. And sales mirrored that effect — conversion rates increased 25%.
Also, most social media platforms today, like Pinterest, Facebook, Tumblr, etc stress on high-quality images and followers can be lost otherwise. Hence these kinds of images should be avoided and instead, investment can be made in good cameras and design skills.
In 2014, mobile phones overtook desktops to become the primary device used to access the internet. Hence, leveraging web designs responsive to mobile phones has become a must. But that’s not all.
Marketers also need to think about their websites’ usability along the entire conversion path-from a visitor to a customer. There are a number of points that should be kept in mind while doing this.
Google changes its search algorithm every year around 500 times. Most of these are minor changes which do not affect anyone but once in a while Google presents a major algorithmic update that significantly affects the search results. In 2014 Google changed its search algorithms again and marketers should have a good knowledge about it in 2015.
According to Rand Fishkin from MOZ, the days of exact math are gone and now, it’s about grouping keywords by intent. It’s about using synonyms to show up for exact match keywords and making content more user-friendly.
2014 has been the year of videos with the rise of Instagram, Snapchat, Vimeo and Vine. Video-sharing is here to stay and every marketer should catch up with the trend as fast as possible. Social media networks create great platforms for creating and sharing great videos which add to the value and marketability of a brand and business.
Digital marketing is the most dynamic form of marketing and every marketer should be updated about the contemporary changes happening in this world. The mistakes written above are the most prominent few mistakes among many others which a digital marketer should avoid in 2015. With the competition rising every minute, the metrics should be observed and analyzed regularly in order to know what to keep and what to cut out this year.