Anise Smith Marketing

Social Media Professor | Digital Marketing Technologist | Mobile Web | Digital Webinar Developer | Analytics



Four Reasons Why You Are Failing At Digital Marketing

Four Reasons Why You Are Failing At Digital Marketing
Four Reasons Why You Are Failing At Digital Marketing


Digital Marketing is still relatively new in comparison to traditional marketing. Although i’ve seen some boasting that they’ve been in the Digital Marketing industry for 30 years. I’ve seen this so many times that I have no response anymore and it’s really neither, here nor there at this point.

At this stage in the digital marketing game, we have been dabbling in this space long enough as marketers that we should “get it”, yet it seems that it’s not the case.  There was a study by Adobe that pretty much said as marketers there are a high percentage of folks that are failing. Not only do these folks realize they are failing but they do not even have confidence in their skills in the space, enough to attempt to change. This is a problem!

Digital Marketing Study by Adobe
Digital Marketing Study by Adobe

We need competent marketers that are on their A Game, because the demand in this space is increasing. We are not going backward to that  traditional marketing comfort zone that some want to wallow in. If any thing marketing is accelerating quicker toward total technology dominance.  The merge between technology and marketing is almost fully realized. So much so, that markers are now considered marketing technologists, not just marketers. The skill set that is required to be successful in the marketing space is probably 90% technical with very little focus on traditional marketing strategies.

We have reached a point that we should recognize the fundamental differences between adjusting traditional marketing strategies to the digital space and embracing digital marketing strategy. This is a hardcore fail because these channels appeal to different demographic audiences.

Digital channels allow us so many benefits that were not available with traditional marketing channels. A huge and amazing opportunity that digital offers those that take advantage of it, is analytics, which it the backbone behind successful digital marketing strategies. Analytics allows us to utilize data to determine ROI of campaigns. This is huge for us as marketers and for the clients that we work with.

As a person that is not overly fond of numbers, I have a love of analytics because these numbers provide a roadmap to where we’ve been digitally and map a path to our next digital destination. However, we must be willing to pay attention in order to see this path. We must first recognize the importance of digital and the important role of analytics. As a marketer, if you miss this you are lost.

There are so many marketers that are NOT paying attention. They don’t realize that digital marketing is NOT a retrofitted version of their old school marketing. It is much better and much, much more but only if we are willing to embrace the change.  As marketers in this space we must pay attention to the industry, innovations and most importantly our customers. These are areas in which we are failing as an industry. There are some exceptions of course.

Four Reasons Why You Are Failing At Digital Marketing:

1. It’s not about you, really it’s NOT.  I don’t know how many times i’ve heard, “Well, I like this.” or “I like that or I don’t like that.” So what, who cares. It’s not really about you. The content you share is really NOT about you, just as the content that I share is NOT about me. It’s 100% about your audience.

I always share content that I think friends and followers would find useful, thought provoking or will solve a problem for them. It’s never been about my likes or dislikes.  A great example of this is one of my Pinterest boards about bacon. This is by far one of my most popular boards and it’s so funny, because I haven’t had a slice of traditional bacon in over 30 years. I don’t even remember what it tastes like. However, it seems that people that follow me on Pinterest love bacon. So, if that’s what they love, that’s what I supply.  I realize the bacon board was popular because I was paying attention and analyzing the data.


A lot of people that do not have a digital background or have not learned enough in this industry to venture away from their outdated traditional marketing background, still don’t pay attention. They are hanging on to antiquated techniques like Linus of Charlie Brown with the dirty blanket. There’s a new set of rules and these rules have to be embraced by learning what digital is all about not taking stabs at failing attempts to retrofit traditional marketing into digital strategy. This is not a criticism at all, more of an observation.

Old school, traditional marketing was more about the company that was pushing the message. It was more of a “Me Me Me” channel. Digital is the antithesis of that, because digital is about the CUSTOMER, CLIENT and their user experience. It’s NOT about YOU, as the marketer, so pay attention.

2. Pay attention to the customers, clients and data because they don’t lie.   There are so many people that are caught up in the frenzy of doing the “digital thing” that they are just posting, pushing content and doing all of the things that they think they are supposed to be doing but in the process they are not paying attention to the customer or client.

In the frenzy to be “on the ball,” and appear to know it all a lot of marketers think they are winning the fight but they are losing the war. A huge part of digital and social is really paying attention to your customers. What kind of content are the customers interacting with, why are they interacting with that content and how should you interpret that. What is your take away? How can you use that interaction to better THEIR customer experience?

Marketers need to pay attention and create a strategy based on the wants and needs of their customers and clients, but first as a marketer you must pay attention. It’s just that simple. Are you paying attention?

3. Analyze the data because it doesn’t lie and will give you a roadmap to creating a great strategy that will be 100% about your customers and clients. After all that’s what this is about, the entire digital marketing thing is about creating an avenue for your customers, so they can engage with you and your brand with the ultimate goal of increasing brand exposure and potentially sales. However, if you as a marketer lack the fundamentals needed to put your wants aside and if you don’t pay attention all of this is rather pointless.

We have to take the ME out of our digital strategy and a part of that is putting our wants aside, focusing on the customer and utilizing insights gained from the customer to continue to provide what they desire.  This is win win for the marketer, client and/or customer.

The data is a roadmap and it will always lead you in the right direction but you must analyze it and plan accordingly.

4. Plan based on data, that is huge because it allows you to utilize analytics and insights to drive your marketing strategy. If you are unfamiliar with insights and analytics, I’d suggest you dive in to that area because it will make your digital marketing strategy so much easier.

Suppose you have a goal to hit a certain target audience for your clients, how are you to know you are successful if you are not analyzing the data around your marketing campaigns?  If you are not looking at the data your digital strategy is sort of like, “let me just throw some crap on the wall and see what sticks.”  In opting not to analyze the insights and analytics of your social media, websites and campaigns, you leave a lot to chance and that’s not a good road to travel down.

In closing:

We are all evolving in this space but we have to make an effort to embrace it and keep learning because the industry is continuing to grow. Most importantly have fun with it. This is a FUN industry.  With that said, if you find that this is NOT fun for you :-) and need help with getting your digital marketing strategy back on track or if you need help in a pinch for a project, feel free to reach out. I am always online, with the exception of the few hours that I am forced to walk away from my computer due to that thing we need on occasion called sleep.

As usual, if you have comments, good , bad, ugly or indifferent, you can find me on Facebook, Twitter or G+ 

Social, Web And Search: It’s All About The Data, Big, Small Or Otherwise

Social, Web And Search: It’s All About The Data, Big, Small Or Otherwise
Social, Web And Search: It’s All About The Data, Big, Small Or Otherwise


Social, Web And Search: It’s All About The Data, Big, Small Or Otherwise


There’s a lot of dialogue about social media, blogging, content marketing and more, used as a means to market a business or brand. The discussion is continuous because marketing has changed so much that businesses are scrambling to keep up. The ultimate goal for organizations is to have the continued ability to promote and market their company, and the changes are making this a challenge to say the least.


Digital Marketing
Digital Marketing

According to Adobe, the marketing industry has changed more in the past 2 years than it has in the last 50. THAT is huge! So, there are many companies that are playing catch-up in a very real and frantic sort of way. The thing about playing catch-up is, that at some point you expect to catch up and that usually happens. However, when things are moving as fast as the marketing industry is, while you are playing catch-up the pace continues to accelerate. This makes it so much tougher to catch up, but it is something that has to be done if one would like their business to survive this technology boom.


The acceleration toward digital marketing and progression away from traditional print media created an avenue for social media to take a foothold in the consciousness of everyone and this includes businesses. Social Media was just taking off a few years ago and it has now established itself as a huge part of the every day lives of individuals and businesses alike.


There are some businesses that recognized the importance of social media immediately, embraced it and is now thriving in that space. However, as with anything there are still organizations that have yet to see the importance of this media and are now lagging behind terribly. The companies that opted to task their major marketing efforts within the social media space to an intern or their neighbors teenager without bothering to embrace it and get to know more about the space are the organizations that will find themselves that much farther behind. As for the companies that were quick to embrace social, those are the organizations that will continue to move ahead in the space.


The companies that immediately recognized the importance of social media are diving head first into this evolving digital marketing space with a vengeance. These companies are the companies that have recognized that the social media honeymoon is over. Further, they’ve realized that it’s time to take social media to the next level. That next level is focused upon content, data and its relevancy to their organization.


DataData, big, small or otherwise is the driving force behind having the ability to dominate the digital space or falling even father behind in this ever-transforming space. If you think about it, data is really not that new because traditional marketing utilized data to a certain degree for print campaigns and other non-digital media. The difference with data in the digital marketing space however is a bit different because it’s on a much larger scale due to the sheer volume.


Historically, those involved with traditional marketing have experienced challenges in areas of measurement of ROI. Data, big, small or otherwise provides the necessary information in which to bridge this gap. Data provides an avenue in which to measure the results of any marketing campaign and companies that have been more progressive in the digital marketing space are recognizing the importance of data in their digital marketing campaigns.


Data and companies focus on it will push one dimensional social media “experts” to step up their game in this digital marketing space, as more and more emphasis is placed on providing ROI for campaigns.   Hence, we are moving away from social media that is not measurable to an area in which campaigns are calling for experts with the ability to go beyond just sharing and engaging, to analyzing the results of campaigns.


Measurable content is a huge component of the continued growth of social, search, web and visual content. It is actually one of the driving forces behind the growth in the digital marketing space.


The need for content that is measurable will continue to rise as the digital marketing space expands. So it is advisable that you brush up on your data and analytics because the maturation of social media just evolved into providing measurable content and analytics. So data and the ability to measure it will become more and more important as the digital marketing space evolves.


As organizations gain control over their big data and create the ability to effectively utilize smaller concentrations of data effectively they will start to realize the importance it will play in analysis and the measurement of ROI. Essentially data, big, small and otherwise is very important and will gain more importance as organizations realize that data is the key to dominating the digital marketing space.


Big Data
Big Data

Data will continue to create a quandary for organizations and marketers as it continues to grow. Digital marketers that realize the importance of data and have recognized the shift in the digital marketing space to utilizing data will be the segment of marketers that will thrive in this ever-evolving space.


As organizations recognize that their power to make more informed operational decisions due to analyzing data, the demand for digital marketers with this ability will increase exponentially. So, goodbye social media gurus, it’s been fun but social media playtime is officially over, because it’s time to analyze some data.


As usual, I welcome comment, good, bad, ugly or indifferent. So you can follow and circle me on Google+, Facebook and or Twitter.



Adobe Digital Survey Report 



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OK, You Have A Blog Now What: Analyze Your Data



I talk often about creating a company blog and the importance to your brand.  I’ve even discussed platforms and how I believe to be by far the best for your company blog if you need a pretty powerful content management system.


Ok, you’ve listened, you have a blog and now you are blogging away. What next?  Well, one of the MOST important things about creating an online presence by way of blog or website is to know the effectiveness of your efforts.  If you just create the blog or website and select NOT to measure the effectiveness, how do you know if you are reaching your goals and reaching your target market or not?


Enter web analytics, oh no, don’t run away. Analytics is one of the best ways to measure the effectiveness of your web presence.  I would go so far as to say that it is an ESSENTIAL part of your online strategy.   Analytics allow you to measure your traffic patterns, demographics and a variety of other data to ensure that your online strategy is on target.


WordPress does offer some analytic data but it is always great to get an outside source of analytics as it offers a wider range of statistic data to measure.


Ok, get lost and go analyze some numbers!

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