Digital Marketing Pitfalls

By Blaire Townshend

In a Forbes article written earlier this week, Neil Patel outlined a list of harmful digital marketing practices to avoid. As someone new to the world of digital marketing and curious about the pitfalls therein, I found this list to be quite valuable. Patel’s recommended against the following:

• Failing to identify your target audience.
• Not having a strategy at all.
• Forgetting about mobile.
• Rejecting SEO.
• Not doing any conversion optimization.
• Trying every digital marketing tactic in the book.
• Using every social media platform available.
• Paying for followers.
• Link building.
• Neglecting content marketing.
• Having not marketing budget.
• Expecting huge results in no time.

Though much of what Patel writes is simple and straightforward, even these suggestions bear remembering—it can be easy to make simple mistakes in the current digital marketing craze that has swamped the industry. My three most significant takeaways from Patel’s article were:

Simplify • Strategize • Systematize

Patel argued that novice digital marketers are wont to try out a whole range of tactics without effectively discerning why and if those tactics should be used. He said that it can be tempting to get over-excited, and to try using as many platforms as possible. He instead suggests that marketers begin with a detailed strategy—backed up with a realistic budget—before deciding on any tactics. He also suggests that marketers simplify their marketing channels, doing the market research necessary to determine what their target audiences use and reacting accordingly. Patel warns of the energy and commitment that many types of digital marketing—particularly social media—demand, and that potential users be realistic about what they are able to commit in terms of finances, staff, and time. Finally, Patel urges patience, noting that success in digital marketing does not happen overnight—especially success that stems from systematic, methodical planning.

Patel, Neil. "12 Things Not to Do When Using Digital Marketing in 2016." Forbes Entrepreneurs. Forbes, 10 Mar. 2016. Web. 16 Mar. 2016.