During the time that I have been immersed in Digital Marketing, I have been able to work and meet different customer profiles, from those who already have many more years than I working in the medium and those who are starting; with both, and in different sporadic or work meetings, I have been able to listen and keep in my notes, several of the so-called “Myths of Digital Marketing” which deserve to be shared since many marketing directors, among other management positions, They take them as an excuse, not to invest in Digital Marketing.
1. My target is already old, so it is not on the Internet or use technology
Communication technologies have marked a new lifestyle in society, including for older people. E-mail, chats, Skype, Facebook and even WhatsApp are part of his life and language. If we analyze data from several studies, we can verify that it is a lie that they are not already connected:
IAB Mexico Online Media Consumption Study
80% of adults over fifty read news on the internet; another 80% use the internet to check their email; 70% search for information and 50% access portals and social networks.
Pew Research Center
53% of adults over 65 years of age surf the internet. One in three uses social networks and 69% have and use a mobile phone.
Paragraph of an article of the National Institute of Older Adults (Inapam)
“On World Internet Day, it was reported that the number of people aged 60 and over using the Internet as their main communication tool has increased. His main interest is to know how to handle e-mail, Facebook and Twitter as a current resource for social interaction and communication with their families ”.
2 . Email marketing is no longer effective
Today, having a database of our current and potential customers – not millions of emails from purchased databases – to implement a focused and well-executed email marketing campaign is still very effective, especially when integrated as part of the digital marketing strategy.
In these pieces of mail, our first call to action will be the subject (subject) so the copy work must be very good to have a high opening rating and of course, have a creative piece of e-mail and with an attractive design. Email marketing can improve the relationship with your customers and substantially boost sales if it is handled correctly.
3. My nephew can make my website much cheaper for me
A website is, in many cases, the basis for all digital marketing actions and strategies and therefore has to be created as a marketing tool, not as an informational space. Today you can “create” a website with various free or low-cost tools, adding the company logo, selecting colors and writing content to fill in the blanks. But making a site goes beyond this. A site is not only composed of a good design, behind it there must be all a strategic planning, functionality, usability, content organization, SEO, cutting-edge technology and languages to be used.
4. Making Social Media is free
Another very common fallacy: Social networks manage themselves, without much effort. Planning, content creation, administration, generation of conversation, attention to followers, publishing on multiple platforms takes time. Time is money. Professionals with the skill and experience in Social Media are becoming increasingly specialized, prepared to take responsibility for a brand, and are well paid. In many cases, the free tools to monitor and manage all that data is not enough, they do not provide the necessary information to manage, filter and sort the data for analysis. The complete and professional tools are not free and in many cases they are very expensive. Having free tools does not mean that doing Social Media
5. Social networks can replace the website
Nothing is more wrong than this assessment. Although the Internet sites have become one more tactic of the digital marketing strategy options, we cannot assume that they can be replaced with the use of social networks. They are complementary means and each one has its functions and objectives. A website creates an image for the company and can be used as a vehicle for exhibiting products or services, to publicize its philosophy, its points of sale, etc. In general, a site gives more spaces to show the competitive advantages of a company. Social networks, as mentioned, complement the function of the site, they are more versatile – due to their immediacy – to communicate, we can segment them more efficiently and they give us a fundamental plus: engagement with the consumer.
Digital marketing is really an investment in resources, time, creativity, energy and strategy, developed by human beings, by professionals who charge for their preparation and talent. The more you can invest, the more successful you will be. And as I always maintain, if the strategy is managed by professionals, and not by improvised ones, the better chances of success will be.