Digital marketing is a topic with broad coverage due to the abundant potential of its various platforms. It provides plenty of opportunities for marketers to help brands elevate themselves and earn a profit, such as in e-commerce. But just like all the powerful tools that exist, it’s clouded with misinformation.
There have been plenty of digital marketing myths throughout the years of its evolution. One of the reasons why some believe false information is fact is because there’s too much of it to go around. Myths clutter all the different digital marketing aspects that cause conflict within retail businesses, leading to failure to utilize modern digital assets’ advantages.
Some misconceptions have never been confirmed, while others were once facts but became obsolete as years went by. For the benefit of marketers and retail brands, it’s vital to be updated about what is true and what isn’t about digital marketing. This article will do just that by debunking digital marketing myths that could slow down e-commerce sales.
Pricing solely decides purchase decisions
There’s no doubt that pricing is one of the critical factors that consumers consider when deciding on a purchase. However, it’s not the only thing that will help you lock in a purchase.
This is where effective digital marketing comes into play. A digital marketing company knows that presentation and strategy to make your brand and products stand out can surpass pricing. Building a solid relationship with customers and a personalized user experience (UX) helps look past the prices.
Attracting potential customers with well put together marketing content also allows you to convert and keep them. Once you’ve developed a good digital marketing formula, bringing your prices up wouldn’t be much of a problem since you have to rely on it to gain more customers and keep your patrons interested.
Social media marketing is only effective for specific industries
Social media is a potent tool for digital marketing in e-commerce, especially nowadays, where billions of people have smartphones and can easily access social networking sites (SNS). Brands use various ways to reach their prospective customers, and social media platforms offer effective ones, i.e., digital ads. Many thrive on it because they gain plenty of engagement from potential customers using social media for different purposes.
The mindset that your prospective customers aren’t on social media is dated. Billions of people worldwide are on it; even the older generation uses it to interact with other users and play games. Pew Research’s recent social media fact sheet shows that 69% of adults aged 50 to 64 use social media, and 41% of Facebook users are aged 65 and above.
Almost everyone has a social media profile, which means there’ll always be potential customers to target. Plus, each business has a niche that can pique their interest, regardless of location, age, race, gender, etc. Not promoting your brand through social media may be a wasted opportunity to generate more leads that you can turn into conversions.
Ads automatically convert leads
Digital advertisements are an effective way to increase your visibility in today’s crowded digital space. Aside from boosting your online presence, it also helps in increasing your sales. However, you shouldn’t make the mistake of thinking that it can do that with just a single click.
While social media ads can increase your leads, it’s not a guarantee that most people who click on your ads will end up purchasing a product from your store. The online customer journey isn’t always like that. An attractive ad isn’t enough to convince a potential customer to make a purchase.
Other consumer influencing factors also come into play, such as UX. Optimizing your product landing pages for easy use is key to achieving single-click conversions. Consumer behavior also affects their decisions, so people who click on your ad may not buy from you on the same day.
Some potential customers go online to learn more about the same niche products as yours. Hence, retargeting ads come in handy to gather leads from those who have previously visited your site but didn’t make a purchase.
E-mail marketing isn’t something my business should focus on
With the kind of influence social media has in purchasing decisions, you may think you don’t need other channels for promoting your brand. Marketing your product through monthly email newsletters or gathering leads through email is a practical approach to increase your sales.
You don’t have to limit it to a monthly thing in terms of email marketing. Proactively engaging your mailing list helps a lot. Doing it whenever they do something is an excellent way to inform them about other products or offerings they may not know yet. There are automated behavior-based emails that you can use to do it, which makes it easier to engage your subscribers.
Now that you’ve learned the truth about these digital marketing misconceptions, you must realize two things: These myths are either manufactured and don’t have substance or came to be due to differences in perspective. As a marketer, you should stay updated and look at the bigger picture. Study and keep learning about digital marketing so you’ll know the difference between fact and opinion, for it could be the difference that helps to increase your product sales online.
Edwin Deponte is a motivational writer who is also passionate about anything digital and social media marketing-related. On his free days, he spends his time indulging in digital and social media marketing books.