By Carrie-ann | May 07, 2017 | How Marketing Works

Marketing myths

Over the last two decades, marketing has transformed into an extremely complex and global industry. As a result of the internet, digital marketing and other online tools, companies now have access to a vast range of channels through which to communicate with the consumer.
Digital marketing has come a long way. However, like most things, there exist a number of misconceptions surrounding it which can lead to many missed opportunities. Below we attempt to provide some fresh insight into the world of digital marketing, to set the record straight on some of the most common myths and to hopefully inspire business owners and managers to achieve more with their marketing strategies.

1. Only large businesses benefit from digital marketing
No! Small businesses can use digital marketing too. There are a range of benefits, including helping them to communicate with a larger customer base, sell products or services globally and to use analytics to determine the buying references of target customers.

2. Digital Marketing makes up just a small aspect of an organisation’s business strategy.
Again, definitely not. In fact, digital marketing should be the main window of interaction between the company and their customers. Success or failure as a company now depends upon having a positive online presence, especially as more and more people engage through social media and other online channels, searching for products and services.

3. Website traffic must be high in order for Digital Marketing to work
As with so many things in life, it is quality, not quantity which is important here. This is particularly the case when it comes to attracting the right visitors to a website. The focus must be on enticing targeted visitors, who are looking specifically for the products and services you can provide.

4. Once I have created a website, I am done
Sadly, no. The internet and the arena for digital marketing is a continuously shifting entity. It is a dynamic and evolving marketplace and as such, your website must also be constantly evolving and up to date. Content must be current, high quality and, really importantly, relevant to your target customers. This will not only serve to interest and engage the target audience, but original, high quality content is just what the search engines are looking for.

5. My competitors don’t use Digital Marketing, so I don’t need to either
This is one of the most damaging myths out there. Regardless of what competitors are doing, unless you are utilising Digital Marketing you will be missing out on a huge number of potential customers. Just because your competitors are complacent about developing their customer bases, doesn’t mean you should be too. Get out there and watch your business progress in leaps and bounds.

6. Traditional Digital Marketing is not right for my business
No matter how specialised or ‘boring’ a product is, there is a target audience. As more and more people venture online, the chances are there will be people looking on the internet for your product or service.

7. SEO is no longer relevant
Another damaging myth. The majority of users online will carry on using search engines and Digital Marketing plays a big role in ensuring your company ranks highly in the results pages.