While it’s true that you learn a lot from your mistakes, if you are a digital marketer, your mistakes may be seen by hundreds of thousands of people, warns Mike Tomita, senior marketing manager for web marketing at Marketo. He offers up these Big Three digital marketing mistakes so you can learn without making them yourself.
Analysis paralysis – Having access to customer and prospect data can get overwhelming when you realize how much there is. Should you analyze click-through rates first or conversion rates? What about time on page, heat map clicks, scroll map data, or navigation paths? “It’s easy to get lost down the rabbit hole chasing data points that are interesting, but ultimately provide no actionable insight,” Tomita says. Start with the question you are trying to answer or the hypothesis you are testing. Once you’ve got a direction in mind, you’ll have a better idea of which data points will get you there.
Tunnel vision – There is a wide range of responsibilities that fall under the digital marketing umbrella – paid search, SEO, social media marketing, conversion optimization…The list keeps growing. Make sure you know what’s working in all areas of your digital marketing, not just in your area of expertise.
Agency autopilot – Many marketing departments rely on agency support to manage some, or all, aspects of their digital marketing and don’t realize that while they may be experts in their field, they are most certainly not experts in yours. Make sure your agency is well-aligned with your overall business objectives, not just your KPI’s for that particular program under management.
