Marketing Mistakes: Digital Marketing

Avoid The Ego Trap In Digital Marketing

In the old days of traditional marketing, you conducted some research, consulted with your colleagues and agency partners and in the end, decisions were often made on gut feeling. I mean there were what 3 TV stations, a local newspaper or 2 and some trade pubs.  How hard could it be?

The promise of Digital Marketing was going to change all that. Because it brings a ton of metrics we can use to make better media buying decisions, right?  We can test offers and creative and then optimize our campaigns as we go. I mean that’s how it works in your organization, right?

The Biggest Mistake Marketers Make

A few weeks back I wrote about how the top mistake marketers make was not putting customers first. Too often, we make our campaigns and our content all about us.

We need to make it all about them if we want to be successful. We need to speak to our customers, find out what they need, and then tell our story through them.

Don’t Label Your Audience

Similar to the “biggest mistake,” the next B2B Marketing Mistake I discussed was labeling. Not to be confused with the good practice of targeting content to a buyer based on their immediate need.  This mistake talks about not using the customer’s own words to tell the story.

To avoid this mistake, we need to execute strategic content marketing programs by:

  • Defining our market segment based on buyer behaviors
  • Establishing buyer personas
  • Mapping content to buyer stages

Want an example? Following the best practices of search engine marketing and SEO shows you exactly what words a customer uses when looking to solve a problem. It also tells us what content they engage with when they find an answer.  If you aren’t convinced, check out this AdAge article that recently asked whether the lack of digital marketing skills would result in search geeks taking over advertising.

The Digital Marketing Ego Trap

The next biggest mistake marketers make is in media selection. If you look across the marketing landscape today, too many of the media decisions are still based on the ego-driven “I know better syndrome.” We define our objectives, we brief the agency, if we’re lucky the agency scours the media landscape and brings their expertise to driving an amazing media plan. And when they present it, we say “Nahhhhh!”  I think we should be in these other publications because I think that’s where our audience hangs out. (Moan! Sigh.Yawn.)

This report from Comscore shows us that in digital advertising, more than half of the effectiveness is based on the quality of the ad creative, around a third of effectiveness is based on the offer. Only 13% of ad effectiveness is based on the media.

The bottom line: focus on great creative and compelling offers and let the agency do their job in picking the right media.

Alternatively, Chris Kane from iMedia reports that when we do approve our media plans, we should utilize a real-time-bidding approach. In the chart below, Chris shows that this approach to media buying can yield 52% greater reach at 59% of the cost of traditional media site selection.

I hope I’ve given you enough evidence to fight off the digital marketing ego trap. But also, I think all this is good reason to pause and consider:

  • Is today’s digital marketing landscape requiring a new marketing skill set?
  • Can traditional marketers stay in the game or are the “search geeks” really taking over marketing?

Let me know what you think in the comments below or on Twitter, LinkedIn, or Facebook

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About Michael Brenner

Michael Brenner is the Vice President of Global Marketing for SAP where he leads content strategy and serves as the managing editor of the company’s award-winning Business Innovation thought leadership blog site. He is also the author of B2B Marketing Insider, a contributor to Forbes and a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding.  Follow Michael on Twitter (@BrennerMichael)LinkedInFacebook and Google+ and Subscribe to B2B Marketing Insider by Email

8 Comments

  1. Denise said…

    Michael – Good post! The Comscore factoid about 50% of the effectiveness is based on ad creative and only 13% on media selecton is very interesting. It is exactly the opposite of old school direct marketing where more than 60% was due to media selection, and offer and then creative trailed off.

    We are truly in a new marketing landscape. I recently heard Antonio Lucio, CMO of Visa. say that today Visa puts together their media plans first and then develops the creative!

    Yep, digital, social and mobile media are turning old marketing “truisms” on their head.

    • Michael Brenner said…

      Thanks Denise. I was blown away by that fact as well. For me it’s all proof that the customer is increasingly defining when and how they interact with content and will reward a positive experience wherever they are.

  2. kenny said…

    agreed. engage folks on their terms and on their turf.

  3. Michael Brenner said…

    That’s right Kenny, it all comes back to a customer-driven mindset.

  4. Eric Wittlake said…

    Michael, I like the link you are making here between ego and media selection. The first mistake you listed a couple weeks ago is also related. Too many marketers don’t serve the audience because they can only think about their own needs. Serving your own ego and serving your audience are at opposite ends of the spectrum.

    Coming at B2B marketing with a background in media, I have to expand on the ComScore data. Their data uses GRPs as the measure of a media plan. Media matters a lot, but the GRP measure used isn’t a measure of the quality of a media plan. In many instances, a smaller and more targeted buy will deliver better results than a broad general market campaign, with a fraction of the GRPs.

    – @wittlake

    • Michael Brenner said…

      Hi Eric, i do appreciate your supportive comments but also thought about those concerns when adding that comscore chart. I agree that media IS important and that the GRP measure is not the way to measure the quality of the media plan directly.

      I decided to include the chart to emphasize the point regarding egos and trusting in your agency partners (and ultimately customers) to decide on what media approach is best. As long as the brief is well-defined, the media will be adequately targeted.

  5. Stefan Mayo said…

    Michael,
    Good points made here. With so much online data available, marketers can do less guess work and better targeting.

    Also, with dynamic creative marketers can reach people and customize the ad to the proper level of their purchase cycle.

    The next step is to move farther away from the CTR metrics and focus more on attribution and influence type reporting.

    Stefan Mayo
    Seguesounds.com

    • Michael Brenner said…

      Hi Stefan, I am always amazed a how little all that great data is used. Far too many marketing programs are considered successful just for having launched.

      I agree we can do so much more and can be much more successful if we get smarter about the techniques we employ and use the latest techniques and available data to make better marketing decisions.

      Finally, I think attribution modeling and moving away from the “last click credit” issue is hard work and so while there is tremendous resistance, we need to get there if we want a full view of the customer marketing landscape.

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