Digital marketing sounds overwhelming if you’ve never done it before. It’s always changing, there are loads of acronyms, high-profile data leaks seem to happen on the daily, and who really clicks on banner ads, anyway? But the truth is that digital marketing is a necessary part of any business’s strategy in 2019, and indeed, is forecasted to comprise nearly 50% of total marketing spend in Western Europe by 2020. Let’s take a look at some of the most common myths surrounding digital marketing and whether they’re true:
Myth: It’s just banner ads.
Reality: Not these days! While this may have been true 15 years ago, today there are options to fit every need. Whether you’re interested in ‘advertorial’ articles that promote your brand in a natural, authentic way, programmatic banners that find the right people for your brand no matter where they are online or just want your business to appear higher in the listings when someone searches for your services, there’s a digital product out there for you.
Myth: I can’t afford it.
Reality: Digital media might look sleek and sophisticated, but affordable new formats and low minimum spends on most sites mean digital advertising is within reach of just about any brand. Plus, with quantifiable ROI available on digital marketing in a more fool-proof way than is available on any other platform, you can’t afford not to advertise your brand online.
Myth: No one clicks on ads.
Reality: As ad formats and targeting improve, so do results. Sure, ten years ago if you were a 20-year-old woman being served ads for men’s vitamins and baldness cures, of course you wouldn’t be clicking on an ad. But with today’s highly efficient targeting options, you’re much more likely to be shown ads that appeal to your interests and needs. And when ads show you things you actually want, you’re that much more likely to convert.
Myth: My audience isn’t internet-savvy.
Reality: Nearly half of people aged 75+ in the UK are active on the internet, 99% of people aged 16-34 are recent users, and 4 out of 5 disabled adults are regularly on the internet. No matter who you’re trying to reach, they’re online. Some audiences may be harder to find than others, but that’s where Elastic’s experts come in. We specialise in finding your target marketing online no matter who they are or what they’re interests are.
Myth: I already have a website, so I don’t need digital marketing.
Reality: While a website is a crucial first step in both establishing your brand and helping your users to find you, it’s only the first step. You still need digital marketing to help your audience find your website, to prime them to convert, and to make sure they find your brand and not your competitors’. Taken together, an on-brand website combined with compelling digital marketing can help ensure success for your business.
Myth: My marketing budget goes to print/outdoor/radio/flyers.
Reality: There’s nothing wrong with using your marketing budget on a variety of platforms, but digital marketing today should be viewed as a staple: 75% of people who do a local search on Google visit a related business within 24 hours, and you don’t want to miss out on these opted-in users. It shouldn’t be an either/or situation: ideally, your brand should live on all platforms that makes sense, whether those are bus shelters, newspaper ads, TV commercials or, of course, digital PPC and banner ads.
Myth: It’s too complicated and I don’t know where to begin.
Reality: That’s where Elastic comes in. We live and breathe digital, from organic & paid social media to PPC ads, online videos and more. We work with your organisation to understand your goals, needs and audience, and create marketing strategies that work for you. From strategy through implementation and evaluation, we take out the unknowns and create campaigns that work for your business.
Ready to get started with digital media, or just need a refresh on your strategy for 2019? Contact us today to learn more!
Looking for more information about owned media myths? Check out our Social Media Mythbusting post!