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Marketing is a constantly evolving landscape. In this episode we discuss a five digital marketing tactics that are no longer relevant for most businesses.
Is banner advertising still a successful marketing tactic? Is it possible to go viral in today’s social media landscape without much effort? Listen to find out.
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TRANSCRIPTION – 5 MARKETING MYTHS DEBUNKED
Hi everyone and welcome!
Wow what an episode we have ahead of us today. So today I’m going to be a little bit like the mythbusters, but busting myths about marketing.
We already know that there are some myths when it comes to online marketing. These used to be truths, but the landscape has changed and you know development, and stuff happens.
These tactics doesn’t really hold true today:
Banner advertising
We have all done it, it’s nothing to be ashamed of, but it’s time to retired it. The average click-through rate of a banner ad is 0.35% according to HubSpot.
So if you are buying an expensive banner at a major website or blog, you will capture 0,35% of their traffic on average. If you then take into account how many of visitors will actually convert into sales or leads then it’s probably going to be really slim. So stop doing that, please.
SEO provides free traffic
This is an interesting myth and notion. Usually you would compare SEO with buying banner ads or PPC, and conclude that it didn’t cost anything to rank on this keyword. Well this is wrong, because creating the content for the blog post or page content you created did cost you. Actually if you move your investments from banner advertising to SEO you will improve results and conversion.
A website is not needed anymore
The notion is if you are a small or medium sized company you do not need a website, instead you just create all your content in social media where the attention is anyway. For example if I have a sushi restaurant in Valetta here on Malta and another guy starts a competing sushi place. Let’s say that the other guy have a website and I do not, he will rank higher in Google than my Facebook page in many cases. So I think it’s a myth because of this reasoning.
Also a website provides a place to store your content, which can be repurposed to other social media channels, when Facebook or Instagram goes out of style.
The Customer Journey
The Customer Journey is a linear affair, which starts with Awareness, Discovery, Conversion, Retention. On paper this is a linear journey, left to right. In reality the customer journey is a wheel, starting with awareness, engagement (conversion) and advocacy. In the advocacy part the customers will basically promote your brand or service through word of mouth, reviews, social media etc. Building even more awareness towards new customers.
Virality is effortless
The myth is basically if you create good and witty content it will automatically go viral, without much effort. This worked a few years ago when social was pretty new. But today social is crowded space, there are no one-hit wonders any more. Instead it’s a game of posting a ot of interesting and engaging content over a period of time. Then you will build a following.
Sometimes you also have to boost your content. So content will not go viral unless you already have the following and engagement in your channels.