Let’s explore five common expectations and the realities that disprove them:
Expectation #1 – Increasing brand awareness guarantees increases in conversions
While brand awareness is crucial, it doesn’t guarantee conversions. Conversions require a specific strategy known as Conversion Rate Optimization (CRO). CRO focuses on optimizing existing traffic by analyzing user behavior and using data to predict responses. To succeed, a combination of creative brand awareness efforts and data-driven CRO is necessary.
Expectation #2 – Digital marketing is only for big companies
Digital marketing is not exclusive to big companies. In the Information Age, an online presence is essential for all businesses, regardless of size. Smaller businesses can leverage digital marketing to reach a broader audience and complement traditional marketing efforts effectively.
Expectation #3 – Little risk in short time frames reaps a reward
Digital marketing success requires time and effort. Patience is crucial as strategies may need adjustments and refinements. It’s unrealistic to expect instant results, and a willingness to iterate based on performance data is essential for long-term success.
Expectation #4 – Paid media = instantaneous rewards
Paid ads are not a shortcut to instant success. While they appear prominently in search results, relying solely on paid media without a well-structured campaign and historical data may not yield the desired results. Paid ads should be part of a comprehensive strategy.
Expectation #5 – Digital marketing is easy, and anyone with little or no experience can do it
Underestimating the complexity of digital marketing is a dangerous expectation. Success in the online world demands a clear understanding of strategic positioning. Hiring a qualified digital marketer or a reputable digital marketing company with experience can ensure a return on investment and navigate the competitive landscape effectively.
In conclusion, bridging the gap between digital marketing expectations and reality requires a balanced approach, combining creativity with data-driven strategies and a realistic understanding of the time and effort required for success.