by John Egan
It’s gone down as one of the worst trades in the history of Major League Baseball.
On Jan. 5, 1920, the Boston Red Sox traded a player named Babe Ruth to the New York Yankees for $125,000. For the Yankees, that turned out to be a steal of a deal. The home-run king helped lead the Yankees to four World Series championships, and Ruth forever etched his place in baseball lore.
At LeadsCon Las Vegas 2018, Jim McKinley, co-founder and principal at 360Partners, an Austin, Texas-based digital marketing agency that specializes in lead generation, will use the ill-advised trade of Babe Ruth as a jumping-off point to discuss gaffes in digital marketing. The title of his session is “Don’t Trade Babe Ruth: 5 Pitfalls to Avoid in Digital Marketing.”
In advance of McKinley’s talk, here are five of the pitfalls that we think you should avoid in digital marketing.
1. Ignoring mobile engagement.
If your organization hasn’t addressed mobile — and addressed it in a big way — then you’re already behind the curve. We continue to see proof that mobile is overtaking desktop in marketing and so many other facets of our lives.
On its blog, 360Partners notes that multichannel customer journeys, anchored by mobile, “are now the norm.” Conversion rate optimization (CRO), in tandem with a strong model for multichannel attribution, “can show where the customer journey is the most rewarding, and where it needs improvement.”
2. Failing to embrace email technology.
A study by Campaigner, the email marketing arm of j2 Global Inc., points out that email still reigns as the preferred communications channel for marketers. However, those marketers face a huge challenge in executing email campaigns: increasing open rates. Nearly 60 percent of marketers surveyed by Campaigner indicated that bumping up open rates is their No. 1 concern.
That’s where technology like artificial intelligence (AI) and predictive analytics come in. EJ McGowan, vice president and managing director of Campaigner, says AI, predictive analytics and other advanced technology enable marketers to “craft relevant and targeted messages that capture subscribers’ attention.”
3. Believing that personalization is just a trend.
As 360Partners points out, personalization isn’t a fad in digital marketing — it’s a “defining force.”
But that defining force isn’t one-size-fits-all, 360Partners says. Rather, personalization must be tailored to your industry, market and strategy. While a high level of personalization might work well for one audience, a low level of personalization might be best for others.
“Marketers continue to have an overwhelming amount of confidence in email while they adapt to the changing market,” says Seamas Egan, associate director of revenue operations at Campaigner. “With an increased interest in predictive analytics, subscribers can expect even more personalized campaigns from marketers in 2018.”
4. Neglecting measurement of results.
Simply put, if you don’t know how your digital marketing campaigns are performing, then it’s almost impossible to figure out what to keep doing and what to change.
A recent survey by Infusionsoft, a provider of software for small businesses, found that 46 percent of small business owners aren’t sure whether their digital marketing strategies are working, and 17 percent are sure they aren’t working. While those figures might be lower among midsize and large companies, the survey results do signal a general disconnect between digital marketing strategy and digital marketing success.
5. Dismissing the importance of social media.
Campaigner emphasizes that social media is evolving into an “integral platform” for marketers. In the company’s survey, 62 percent of marketers said they’d prioritize social media as a marketing tool in 2018.
In the Infusionsoft survey, 71 percent of small businesses said they planned to use social media in 2018 for customer acquisition.
“2018 is the year of social media marketing,” Infusionsoft declares.
Despite the acknowledgment of social media marketing as a powerful tool, some businesses aren’t treating it like other marketing methods, Infusionsoft says, “and aren’t able to tie their efforts to their goals of growing sales and customer retention and re-engagement.”
“The best strategy for social media in 2018 will be to integrate these activities into other areas of their marketing strategy and optimize follow up on interactions on social media,” according to Infusionsoft.
Click here to register for LeadsCon Las Vegas 2018.