6 areas where online marketers fail
Answered => “What are the main sources of pain for businesses when online marketing?” on Quora.
=> My answer…
What do they think is the pain or what’s the pain that’s standing between them and success? I’m going to go with the latter.
In no particular order:
- Clearly defining the objective and staying focused on it. At the start, too often expectations and scope exceed reality and best practices. From there it’s all downhill.
- Analytics – That is, looking at the data and being willing to act on what it’s saying.
- Appreciating the ever growing level of noise. Non-marketers tend to (vastly) underestimate how difficult it is to get the right attention of the right people at the right time.
- Understanding that it’s a marathon and not a sprint – unless you have a ton of budget to throw at it. Even then it’s easy to spend quickly and get sub-optimal results.
- The effectiveness of marketing – online or off – is a function of strength of brand and value of product. Lip stick on a social media pig is still a pig. More visits and Likes won’t fix something that no one wants to buy in the first place. Yes Virginia, your baby might in fact be ugly.
- Free is not free if you dump a lot of time into Tool X and get sub-optimal results. Often using the tools are easy, just like swinging a hammer is. But that’s not the same as using the right tools the right way at the right time for the right reason. Driving screws with a hammer can be pretty frustrating.
Yes, some of these overlap. Yes, they are often not exclusive to online marketing.