In the past 20 years, digital has changed the advertising and marketing landscape. There’s been an evolution, and brands that won’t adapt are either extinct or moribund. However, the bottom line basics of marketing and advertising haven’t really changed. The tools may be new but connecting and engaging with the consumer to sell the experience, still applies. When it comes to digital, test the waters and get your feet wet. There’s nothing to fear. If it’s email marketing, online banner ads, mobile, social media, or any other online medium, several myths revolve around digital marketing.
Myth 1: A Website Is Enough
A common misconception is that having a website means you’re digital. For the most part, your website is a tool for your current customers to use. If you’re a credit union, it’s to handle finances. If you’re a doctor, it’s a way to schedule an appointment. You get the idea. But if you’re trying to reach potential customers, a website alone doesn’t cut it. It’s better utilized as a landing page for your web banner, social media, and email marketing links.
Myth 2: Digital Doesn’t Work
The idea that digital doesn’t work is another myth we’d like to mess with. Back in the day we used to get that comment about billboards and radio. As diplomatically as possible, we’d simply point to the millions of dollars spent by major players on those particular forms of communication. If they don’t work, Coke wouldn’t be on a billboard and Lexus wouldn’t have a commercial on the air. Vitamin-C supplements aside, few continue to spend money on, or use things that don’t work. It’s important to make sure that what you’re doing, works for you.
Myth 3: Digital Isn’t Needed
The final myth is the idea that traditional media will suffice. It won’t. Your customers are all heading in the digital direction. If you don’t go there, you are ceding influence to the competition that is there. Going digital is just as much defense as it is offense.
We don’t suggest you put your traditional approach in mothballs. This isn’t all or nothing. Right now, find that comfortable mix that allows you a presence in as many places as possible. Keep in mind that change is no longer methodical, it’s rapid fire. Shelf life gets shorter every day and the market place can’t wait for what’s next. Digital is neither fad nor fashion. It is everyone’s future.