Digital marketing is an increasingly crowded space.
Many companies are trying to monetize the growth of the internet via digital ads, video ads, and paid search ads.
But there’s also a growing number of companies that are focusing on marketing by leveraging their existing platforms to build brand awareness and engage with their audience.
And this isn’t going to be an easy process.
Digital marketing has been a cornerstone of marketing for over 100 years, but it’s now taking a beating.
As we’ve seen in the past decade, the internet is rapidly transforming how people interact with brands.
And that means that marketers need to be smart about what they do with that information.
Here are the six most common digital marketing mistakes that digital marketers are failing to learn from.
Brand awareness and engagement are too often tied together Digital marketers need brand awareness, but they also need to invest in engagement.
“I’m trying to build a brand awareness platform, but I’m not investing in the engagement,” says Chris Johnson, who is an advertising and content strategist at the firm Tilt Shift.
“Brand awareness and the engagement I’m doing is so far off that it’s kind of irrelevant.”
That’s why he created his own brand awareness company called BrandConnect.
Johnson’s company focuses on the analytics and optimization of brand awareness.
For every $100 invested in BrandConnect, he gets $1 back.
Johnson says he hopes that by putting all of his efforts into his brand awareness business, he can get more brands to invest into it.
But as Johnson notes, there are some pitfalls that can lead to brand engagement that digital marketing doesn’t yet have a clear path to avoiding.
“In some cases, I think the engagement is too limited and I don’t have the tools to make that happen,” he says.
“Some brands have so much data on me that they’re able to create their own brand that they don’t really need to spend the money on me.”
BrandConnect also tracks data on how well brands are converting from traditional advertising to digital.
Johnson has a simple strategy for finding brands that are engaging with their digital efforts: find them.
“If I could just find a couple of brands that actually want to do it and are willing to pay me to do the work, I would be happy,” he said.
“There’s no better way to get to that.”
But even if he can find a few successful brands that will be willing to do so, Johnson doesn’t have a way to track how much their brand is paying him to do his work.
“It’s like finding a needle in a haystack,” he notes.
He uses data from a company called Social Data Insights to track brand activity and engagement.
Social Data Insight tracks the number of clicks, retweets, and shares of each brand on social media.
The data is then aggregated by Johnson’s research firm, Digital Analytics Research, to create a comprehensive report that shows the effectiveness of BrandConnect’s digital advertising efforts.
“The most valuable data that I’ve seen is from social media,” he explains.
“And I think this is where the most valuable brands are.
When they see that they have a very high engagement with their brand, they’re going to spend a lot more money.”
Johnson also uses BrandConnect to find content marketing companies that he thinks will be able to help him find the right companies for his brand.
The good news is that brands have been investing in content marketing for years, and it’s not hard to find companies that can help build brand engagement and engagement with digital.
Brands are also getting better at building brands online.
In fact, digital marketing companies have made significant gains in recent years.
The company that pioneered the use of social media to create digital campaigns, Forrester Research, is now one of the largest digital marketing firms in the world, with revenue of more than $8 billion.
And the company that makes digital marketing software for startups like Forrest has seen tremendous growth, increasing its total revenue by more than 70 percent in the last three years.
But if digital marketing hasn’t made it into your marketing plan, it’s time to rethink the way you do business.
Digital marketers are doing a great job of getting brands to pay for their marketing efforts, but as they start to realize that digital advertising is less about creating an effective experience for their customers and more about building brand awareness—a strategy that will pay off for your brand—it’s time for a major overhaul.
Your brand is more important than your audience When it comes to digital marketing—and this is a big one—you can’t have it both ways.
Your audience is your most valuable asset.
“My audience is what I use my brand for, and I think that’s what matters most,” says Johnson.
“So I think it’s important to build relationships with my audience first and foremost.”
But how can you make sure that your brand and your audience are aligned