February 19, 2016
By Stephen Moyers
To make 2016 one of your most successful years, you must maintain an awareness of the latest advances in marketing. You don’t necessarily have to jump on every marketing bandwagon that comes around, but you do need to know what’s in, what’s out, and what’s never coming back.
This year, keep your online flubs to a minimum by avoiding some of the most common digital marketing mistakes, such as the following:
1. Biting Off More Than You Can Chew
It’s OK to get excited about digital marketing and brainstorming about a great integrative campaign that involves social media, great graphic design, SEO, writing a new blog every week, and more.
What isn’t okay is letting yourself get swept away with several starts and few follow-ups.
If your team can effectively manage five social media accounts while it balances all your other marketing activities, then great. But if your team can’t, focus on a handful of tactics that make sense financially and will fit into the time you have to work with.
2. Working in Silos
In today’s business world, traditional marketing, digital marketing, sales, and advertising all run together. Ideally, these departments would all collaborate and work together seamlessly throughout the sales cycle.
In reality, many companies still allow those departments to operate independently of each other. In fact, many departments may eschew collaboration because they fear losing some of their budget. Companies that support knowledge management concepts and encourage inter-departmental collaboration can benefit from a range of human capital and technological capital assets.
3. Failing to Establish a Process
Marketing strategies differ from company to company, and only you can determine which tactics will work best for you. Regardless of your strategy approach, however, develop a systematic process for handling technology adoption and implementation (CMS, CRM, and social media platforms) as well as for campaign implementation.
The process ensures that marketing activities don’t end up in someone’s lap as an afterthought.
Instead, each step is carefully calculated with a clear process and goals in mind. The process also improves an employee’s ability to take initiative once digital marketing projects are in motion.
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