10 Most Misunderstood Facts About Digital Advertising

10 most misunderstood facts about digital advertising

1. SEO is easy and fast

SEO is easy and fast - a myth or fact?

All I have to do is plug in some keywords that are relevant to my business and I will see a huge surge in traffic.

Ummm no! That’s not how it works.

For starters, you can’t just ‘plug in’ keywords into your website. This is called keyword stuffing and is a practice that Google discourages and penalizes.

Then is the expectation of a huge surge in traffic within a few weeks of having optimized your website. That’s also inaccurate.

Usually, it takes anywhere between 6 to 12 months to realize the results of the

And that’s discounting other non-keyword related aspects of SEO like,

  • Content formatting
  • Meta descriptions
  • Alt-text descriptions
  • Site loading time

The long and short of this is that SEO is no longer a simple activity as it was some years ago. It involves fine-tuning both the on-page (what shows on the website) and off-page (what works behind the website) elements and can take several months.

The results from this fine-tuning another several months to show up.

2. Having a website is enough

Why website is not enough to grow a business

Making a website is only scratching the surface of digital marketing. It’s a prerequisite, and an important one, but depending on your business and target audience, the mileage from it varies.

If you are an influencer or a celebrity, then having a more interactive space for your fans and followers is more important than a website - which tends to have a one-way communication. So, an Instagram, Twitter or a Snapchat account will make more sense.

However, if you are a FMCG or e-commerce business and rely on your website for discovery and online ordering, then a website is a must. However, you shouldn’t discount the power of traditional marketing mix or incorporating social media into your digital channels.

To summarize, a website is a good starting point but it’s not enough in itself. Depending on your business and where your target audience spends most of their time, you need to add more firepower and diversify.

3. Website traffic is the holy grail of digital success

Why website traffic is not the holy grail of digital success

Once again, this depends on the business goals and if or not website traffic serves those goals.

As an example, if you are a standup comedian, then having a Youtube channel with your content on it should be top priority. As a newbie, not having a website won’t affect your popularity as your fans are more likely to look you up on social media because they care about your content.

But if you are a sales-driven online business, then website traffic is sacrosanct and a slack in it can have negative effects.

However, website traffic isn’t just about numbers; it’s also about quality. Your website visitors have to be relevant to your business and who will engage meaningfully with the website, like filling inquiries, placing orders or subscribing to the content.

4. Having more content on the website is a great thing

Make informative and helpful website content

Your website is a means to attract visitors, give them information to make decisions and have them take action.

The content has to be informative and add value with each page. Stuffing your website with content will only frustrate the visitor and have them drop off the website. This is especially the case when the website has rehashed or rephrased content appearing repetitively or when the content isn’t relevant to the visitor.

Bottom line: Have just enough content and make sure it’s unique, informative and helps the visitor make an informed decision.

5. Scrub out negative reviews from website and social media

Why one should keep negative reviews on website and social media

While the temptation to remove negative talks from your marketing properties is understandable, this practice won’t do any good to your business.

Criticism and feedback is great because it allows you to find cracks in your business model, product and customer experience. Also, having criticism posted on your marketing properties allows you the opportunity to show how well you take it.

Finally, by addressing someone’s negative feedback in a productive and positive way, you have the chance to turn a disgruntled customer into a supporter.

6. Digital marketing is the same as doing social media marketing

Difference between digital marketing and social media marketing

Let me break this down to you.

Digital marketing includes, but is not limited to

  • Content marketing
  • SEO and SEM
  • Social media
  • Digital advertising (website, social media, Youtube)
  • In-app marketing
  • Email and SMS marketing

On the other hand, social media marketing includes building a brand and enabling discovery by posting periodically on the company’s social media accounts.

You aren’t running any ads and your content reaches your followers and in some instances beyond your immediate fans.

There is certainly some merit to it, but for the most part it’s a slow process and doesn’t yield immediate results.

For a quick summary of all the differences, check our out article comparing social media ads to marketing a brand on social media.

7. Emails are a passe

Why email marketing is still valued

Emails are one of the oldest internet marketing and communication tools, but it remains one of the most effective ones to date.

With emails, you can get into your customer’s undivided attention by reaching into their mailbox. You can customize the communication and if you are using an email client, you can find out how many customers opened the email.

Adding more convenience to this is the ability to create and send a chain of emails triggered by customer actions. This allows you to create extremely layered and value-added communication for your customers.

8. My competitors aren’t online. Do I need to be?

Drive customers and sales through online marketing

Yes. While your competitors may not be online, your customers could be. And it’s the latter that brings you business, not the former.

Getting online before your competition does also gets you the first-mover advantage which might help you get more customers and increase your market share.

And because online marketing enables you to reach different kinds of customers, you might just discover opportunities that you didn’t have access to before.

Lastly, moving online might help you cut down your costs because you don’t need all the tangible infrastructure to drive customers and sales.

9. Users on mobile devices don’t convert

Why users convert on mobile devices

E-commerce sales from mobile devices have been steadily increasing in India. And this is despite poorer mobile penetration and slower Internet speeds.

It’s true that mobile users are less likely to go through a lengthy website or a protracted sign-up or purchase process. Which is why you should tailor your website and the checkout process for a mobile user.

This will not only help you drive sales from mobile users, you can use a host of digital ads that are more optimized for cell phone users.

10. Remarketing is the same as stalking

Why remarketing is effective in driving sales

Remarketing can get creepy if you don’t follow best practices and your ads follow the customers everywhere on the Internet. In some cases, customers might even report the ad and that could count against you.

However, if done right it can help keep your brand on top of the customer’s mind and establish a great recall.

Online marketing is an evolving space and it’s important to watch your competitors and customers alike, while keeping an eye out for best practices and trends.