Digital Marketing Mishaps (and the Must-Haves to Fix Them)

We’ve all been on the receiving end of the dreaded “Dear {Name}” email from a brand’s marketing campaign — whoops! Worse yet, we’ve been the sender, which doesn’t exactly build our credibility as a digital marketer.

With brands investing two-thirds of their advertising budgets in paid digital channels, digital marketing teams of all sizes will continue to be challenged with managing an efficient, effective and accurate workflow. The volume’s not letting up any time soon, so the time is now to review your processes, spot the holes where mistakes can happen, and strengthen workflows to reduce the chance of embarrassing errors.

Let’s start with data — the lifeblood of your online marketing efforts. How healthy is yours? Data allows you to truly understand your buyers, see the value of your efforts and make fact-based, strategic decisions.  If you’re not collecting and working with the most current data, it’s hard to determine if your hard work is paying off. That’s why routine data hygiene, append and enhancements are essential to the quality of your data, especially when it comes to market segmentation and identifying target markets for new products, upselling or cross-selling.

If you’re confident in your data, there may be other areas where your digital department is plagued with the all-too-common errors the d3 Specialists digital marketing agency sees nearly every day.


Mistake #1: Approval process? What approval process?

From proofreading copy to checking the automation for a sequenced email campaign, a solidly outlined process for digital marketing review, approval and deployment are paramount. Being organized saves time and resources and helps minimize embarrassing blunders like sending your a/b testing emails to the same list segment.

Solution: Document each stage of the creative, deployment and analysis process, then create a walk-through or checklist that standardizes the sequence from end to end. If a simple checklist isn’t enough, consider an online proofing and approval system like ProofHQ, Wrike or Fingerprint.


Mistake #2: Your digital assets are scattered across your creative department.

Closely related to Mistake #1, brands without a clearly delineated approval process often fall victim to scattershot digital asset management. That’s when productivity plummets and mortifying mistakes happen, like the email campaign that crossed our inbox with a watermarked stock image still in position. We’re all only human, right? But nothing can tank your brand image faster than sloppy mistakes that have shoppers worrying about the quality of your products.

Solution: Today, there are many cloud-based Digital Asset Management (DAM) solutions that offer easy access to the latest copy, brand art and images from anywhere you happen to be. No more issues with version control, a dated logo slipping into the layout, or deploying with “FPO” splashed across your hero image.

Of course, mishaps aren’t limited to creative. Strategic or process issues can also muddy the waters, making it difficult to analyze campaign results.


Mistake #3: Split testing is invaluable — but you’re running too many.

Split testing lets you know what headlines, subject lines, landing pages or offers are working, so you can ultimately improve your marketing performance. But if you’re running multiple tests over short periods of time, you’re doing your ROI a disservice. Think about it: For every test you run, you run the risk of decreasing conversions, which means less revenue.

Solution: Less is more in this case. Don’t run multiple tests on multiple variables at the same time. Space them out so you have plenty of time to gather data, analyze the results and put your findings into practice.


Mistake #4: You’re not playing to the strengths of each component in your multichannel marketing strategy.

Sure, social media can put your brand in front of the masses. But building your entire digital strategy on a platform you don’t control can be a recipe for disaster. Remember how the sky fell when Facebook eliminated partner categories? Social channels are notorious for changing the rules — and very often those changes don’t work in favor of marketers.

Solution: Make your social media presence count when it comes to audience engagement — answering questions, sharing thoughts or “sneak peeks” and gathering audience feedback. Building social audiences is valuable, but so is building a robust, detailed prospect list that can be engaged by digital assets that reside on a platform you 100% control, like your website.


Establish an error-proof game plan

As your digital team’s workload continues to build, so does the potential to make mistakes. Going forward, stay focused on these areas to keep your marketing efforts running smoothly:

Invest strategically in new tools. Think about your marketing processes and consider what’s missing, what’s antiquated and what needs a complete overhaul. To best support your workflow, be tactical in your selection of new tools.

Consolidate. Buy technology that combines several functions into one platform. For example, you may be looking for a platform that offers email automation, but you also need a tool for keyword analysis. Do your research to see if there’s an all-in-one solution that can meet your needs.

Train, train, train: It’s unreasonable to hire experts for every new tool you want to implement. Develop your own experts from within, focusing on how the tools work and work together to improve your operations.

Does your digital marketing need a push in the right direction? Find out how the team at d3 can help take your efforts to new heights.


Related Questions

How can we use personalization to up our digital marketing game (other than email)?

There are numerous ways to show customers that you’re keeping their wants and needs top of mind.  For example, send them recommendations and offers based on products that match their buying history. Or, use trigger-based messaging to recognize customers for their purchasing behaviors or milestones — like if they’re a few dollars away from their next loyalty reward. A personalized landing page can also be a means of expanding on your messaging as buyers follow the path to purchase.


Aside from personalized marketing techniques, how else can data benefit my brand?

Think of your data as a marketing superpower. You can use it to:

  • Identify what makes your brand unique and strategize ways to play to your strengths
  • Create a visualization of the customer journey
  • Simply and enhance the customer experience, and so much more