Digital Marketing in the pandemic: What we hear vs the reality

Covid-19 has further accelerated the use of digital marketing and to many brick-and-mortar businesses, it may be a first time for them. Here are some common misconceptions about digital marketing, followed by our tried and tested tips to help you take that first step into adapting your business to the new normal. Read more to find out:

Written By Cheryl Law

On November 13, 2020
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Covid-19 has forced businesses to adapt, and many of them have turned to digital marketing to help advertise their business and stay afloat during the pandemic. Here are some misconceptions about digital marketing and the reality of it.

1) What we hear: Everyone can do digital marketing

“Digital marketing is easy, it is basically traditional marketing but in an online format. All I have to do is post some things on Instagram and social media and my digital marketing would be a success.”

Reality: Effective marketing strategies require a marketer’s expertise

If only it was that simple. While technology has made marketing simpler and more accessible for the average business owner, without the adequate knowledge regarding marketing techniques such as targeting the right audience, social media marketing, content marketing or SEO (Search Engine Optimization), you may end up just wasting more money and effort. So, it is crucial that you hire a marketing expert and consult them regarding the best digital marketing strategy and framework for your business.

Remember, you are dealing with humans who are very complex individuals and have different consumer behaviours. Do your research and planning first before attempting anything.

2) What we hear: More people are spending their time online therefore digital marketing would work

“Because more people are spending their time online now, I have a higher chance of getting more customers! All I have to do is market to them and they would definitely purchase my product or service.”

Reality: A large audience doesn’t mean anything if you can’t attract them

Yes, it is true that many more people are spending their time online and e-commerce activities have boomed. But that doesn’t necessarily mean more people would be swayed by your marketing techniques to become your customers. In fact, it’s quite the opposite.

Keep in mind that you are not the only one doing digital marketing. Your competitors are doing it too. So ask yourself this, is the content you advertised engaging enough? Did people click and open the email you sent to them? How many of the “ad views” actually visited your website? Are people subscribed to your newsletter? Simply put, it is a missed opportunity if you don’t have an effective digital marketing strategy that can generate large amounts of leads. A large online presence doesn’t mean anything if you can’t attract an interested audience and stand out from your competitors.

3) What we hear: The results of digital marketing are instantaneous

My campaigns and advertisements seemed to be effective, not to mention that my leads are generating large amounts of traffic. So my digital marketing is a success right? I should be seeing profits soon!”

Reality: It takes a long time to cultivate a good relationship with your customers and turn traffic into sales

Would you buy something that doesn’t add any value to you? Similarly, your customers want to see value in the things they buy. If they don’t see any value in your advertisement (although it is relevant to them), they aren’t going to click that little button that lands them on your website, or buy anything from you.

To stand out from the busy crowd, identify and highlight your USP (Unique Selling Point). More importantly, interact with your customers; cultivate beneficial relationships with them and give them a reason to come back to your product or service. Having said that, it takes persistence and strategic marketing planning to convince people to buy from you. It may be a long and tedious process, but like many things in life, it takes time.

4) What we hear: Hiring a marketing expert will solve all your problems

“I hired a marketing expert who knows everything and anything about digital marketing. Now I can sit back and relax, and let him do everything.”

Reality: They can show you the path, but you need to walk it

Being overly dependent on anything is not good, especially if it involves your business that ultimately decides whether you can put food on the table. Hiring a marketing expert is great, but as a smart business owner, it is also important for you to discern whether the suggestions and ideas given are suitable for your business.

Nobody knows your business and customers better than you. So, consult with the marketer and have frequent discussions on what is the best digital marketing strategy for your business. At the same time, you should acquire more knowledge about digital marketing yourself to better understand how to promote your business online.

5) What we hear: Digital marketing would always yield positive results

“My posts and website would be filled with testimonials and stories of positive experience from my customers.”

Reality: Be prepared for any negative feedback or criticism that can ruin your brand image in an instant

It is hard to please everyone, this is a known fact. Therefore, you should not target everyone as your audience. Find your niche, build your tribe. Then, your job is to ensure your customers are happy with your product and service. In this day and age, nothing spreads faster than rumours and gossip, or anything that is deemed “bad” even though it is false. Negative comments or reviews online can swiftly damage your brand reputation. As such, it is vital to respond to these complaints—in a level-headed and professional manner. People are watching and the other customers would definitely appreciate the professionalism and the fact you are listening to their feedback. Criticism doesn’t necessarily mean it’s bad. In fact, constructive criticism can even help improve your business.

Do you wish to know more about digital marketing? Book a free 1-to-1 consultation call with our lead Marketing Specialist now!

Have a specific topic you’d like us to cover? Let us know!

This article was contributed by Nelson Hon Zi Ming

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