Many preconceived ideas undermine the implementation of digital projects within marketing departments. The digital expert Scott Rayden denounces 15, in an article published on the American site Marketing Land. Here is our selection of the 5 most common myths.
Natural SEO (SEO), paid search (SEM), social networks, attribution ... Many myths die hard within companies when it comes to digital marketing. Some had a character of truth but need to be reconsidered, others were part of the speech but have never corresponded to reality.
Myth # 1: the question of SEO can be solved once and for all
Some marketers allocate a budget to SEO (Search Engine Optimization) for a quarter and then simply maintain it without changing their strategy for the following quarters. Others syphon their SEM budget (Search Engine Marketing, Adwords) during a quarter-long history of "doing SEO", and then stop any effort in that direction. It is wrong to think that SEO is a "one-shot" project or that it requires the same resources at regular intervals. Like any other channel, it is not enough to just plan a maintenance program. It is important to operate in cycles (tests then adjustment of the strategy) in order to regularly determine the necessary resources.
The search engine algorithm is constantly evolving. SEO and brand content strategies should be revisited at least once a year to ensure their effectiveness.
ALSO READ :- ONLINE MARKETING AND DIGITAL MARKETING: WHAT'S THE DIFFERENCE
Also read: [Book] All the web marketing in the palm of your hand
Myth # 2: Social networks are at the beginning of the conversion funnel
This belief has lasted for many years. Today, with significant advancements in targeting, new ad formats, and data available on platforms such as Facebook and Twitter, it is possible to use social networks at the end of the conversion tunnel. In the eyes of many brands, social networks are the most important lever of acquisition and loyalty. These platforms make it possible to reach the right person at the right moment via a suitable message.
Marketing managers who have bet in the past on social networks without successfully integrating them into the output of the conversion tunnel have every interest in reinvesting this channel. Or, at least, spend a small portion of their budget testing it again.
Myth # 3: Negative comments on social networks hurt business
It is an argument largely relayed, but without foundation. Consumer concerns or concerns about a product or service should be tackled head on and viewed as an excellent opportunity to educate them and show their customer service competence. No need to hide legitimate messages. It is better to provide a thoughtful answer and suggest that the consumer call the customer service or send an e-mail to them for help. Of course, it is imperative to make sure that someone in-house follows these claims and prevents them from spreading.
The more a company invests in its brand and asserts its presence on social networks, the more loyal consumers and ambassadors will come to its rescue and defend the brand against the eternal dissatisfied.
Myth # 4: SEM is bad for branding
Admittedly, paid search is not the best way to acquire new customers. If they have not heard of a brand, they will not look for it. However, betting on competing terms is allowed. But above all, SEO is crucial in maintaining the brand's reputation. This can reinforce the brand's message and supplant competitors by dominating the brand's search results.
In addition, the most popular keywords are not necessarily unaffordable. Indeed, when the marketing department is efficient, a company knows the people who have already visited its website. Thanks to retargeting, it is possible to buy popular keywords only for these users, who are, in general, quite familiar with the brand and therefore more likely to buy.
Myth # 5: Consumers do not "transform" on mobile
There is indeed little chance that a consumer goes after a transaction or an account creation and fill a multitude of fields on his smartphone. A phone is not a computer screen! It is important to simplify the use of registration forms (especially in the B to B sector). For example, an e-commerce site may ask mobile users to collect coupons they will use on the brand's website.
ALSO READ :- What is 3D printing ?
Natural SEO (SEO), paid search (SEM), social networks, attribution ... Many myths die hard within companies when it comes to digital marketing. Some had a character of truth but need to be reconsidered, others were part of the speech but have never corresponded to reality.
Myth # 1: the question of SEO can be solved once and for all
Some marketers allocate a budget to SEO (Search Engine Optimization) for a quarter and then simply maintain it without changing their strategy for the following quarters. Others syphon their SEM budget (Search Engine Marketing, Adwords) during a quarter-long history of "doing SEO", and then stop any effort in that direction. It is wrong to think that SEO is a "one-shot" project or that it requires the same resources at regular intervals. Like any other channel, it is not enough to just plan a maintenance program. It is important to operate in cycles (tests then adjustment of the strategy) in order to regularly determine the necessary resources.
The search engine algorithm is constantly evolving. SEO and brand content strategies should be revisited at least once a year to ensure their effectiveness.
ALSO READ :- ONLINE MARKETING AND DIGITAL MARKETING: WHAT'S THE DIFFERENCE
Also read: [Book] All the web marketing in the palm of your hand
Myth # 2: Social networks are at the beginning of the conversion funnel
This belief has lasted for many years. Today, with significant advancements in targeting, new ad formats, and data available on platforms such as Facebook and Twitter, it is possible to use social networks at the end of the conversion tunnel. In the eyes of many brands, social networks are the most important lever of acquisition and loyalty. These platforms make it possible to reach the right person at the right moment via a suitable message.
Marketing managers who have bet in the past on social networks without successfully integrating them into the output of the conversion tunnel have every interest in reinvesting this channel. Or, at least, spend a small portion of their budget testing it again.
Myth # 3: Negative comments on social networks hurt business
It is an argument largely relayed, but without foundation. Consumer concerns or concerns about a product or service should be tackled head on and viewed as an excellent opportunity to educate them and show their customer service competence. No need to hide legitimate messages. It is better to provide a thoughtful answer and suggest that the consumer call the customer service or send an e-mail to them for help. Of course, it is imperative to make sure that someone in-house follows these claims and prevents them from spreading.
The more a company invests in its brand and asserts its presence on social networks, the more loyal consumers and ambassadors will come to its rescue and defend the brand against the eternal dissatisfied.
Myth # 4: SEM is bad for branding
Admittedly, paid search is not the best way to acquire new customers. If they have not heard of a brand, they will not look for it. However, betting on competing terms is allowed. But above all, SEO is crucial in maintaining the brand's reputation. This can reinforce the brand's message and supplant competitors by dominating the brand's search results.
In addition, the most popular keywords are not necessarily unaffordable. Indeed, when the marketing department is efficient, a company knows the people who have already visited its website. Thanks to retargeting, it is possible to buy popular keywords only for these users, who are, in general, quite familiar with the brand and therefore more likely to buy.
Myth # 5: Consumers do not "transform" on mobile
There is indeed little chance that a consumer goes after a transaction or an account creation and fill a multitude of fields on his smartphone. A phone is not a computer screen! It is important to simplify the use of registration forms (especially in the B to B sector). For example, an e-commerce site may ask mobile users to collect coupons they will use on the brand's website.
ALSO READ :- What is 3D printing ?
Comments
Post a Comment