There’s no doubt that digital and social marketing are the buzzwords of late, the viral craze of the past decade which has everybody jumping on board the bandwagon. But is there really a solid basis for all this hype?
Not every marketing strategy is faultless, and although digital marketing certainly has it’s upsides and can pay off in a big way, there’s some unavoidable cons to this marketing phenomenon. Let’s take a look at what some of these major downsides are, and how it really isn’t for everybody.
1. Too Much to Handle- Not Enough Resources
There’s no doubt that social media platforms are a valuable business asset, and can improve your visibility tenfold. It’s easier for users to find you and contact you without having to track down your website. But there’s a challenge to this which is unavoidable, for all companies great and small. This lies in the ability to keep on top of it and give users what they want. A recent study by Social Media Today, found that most companies spend on average 6 hours a day responding, monitoring and planning their social media platforms. For small businesses especially, this can be a lot of time with very small ROI.
Not to mention the fact that not managing customer relationships properly on this platform can backfire greatly. Over 70% of companies ignore negative feedback and direct messages received through their social platforms, which is not ideal and can lead to negative reviews which can negatively impact your brand perception for future users looking to research your company.
2. Total Control Isn’t Possible
One slip up and all your hard work can go tumbling down. This is one of the greatest difficulties faced by digital marketers. We’re all aware of how fast news can spread on social media, and why this can be really beneficial to some companies, a lot of the time, such viral stories can be at the expense of a company’s blunder.
A great example of this? Pepsi’s now-infamous Pepsi ad, which featured Kendall Jenner. This ad sparked global outrage only hours after it was published on Pepsi’s Youtube channel. It created an international boycott of products and fiercely negative posts on their Facebook page, which the company just couldn’t get a hold of. Just over a year later, it’s still well-remembered for the viral discussion it caused, and the serious impact it had on the brand. Just another example of how hard digital marketing channels can be to control when things get out of hand.
Take a look at the ad yourself and see what you think:
3. ROI Can Be Overlooked
Many businesses can get so caught up in their own ‘success’ they can lose track of how exactly it aligns with their business objectives. So, you’ve managed to increase your Facebook following by 200 likes a week, great… but how valuable are those users to your business really? Most companies would agree that social platforms aren’t exactly the most valuable revenue channels, yet so many devote time and resources to social media anyway.
It can be easy to get caught up in numbers, and as it turns out, millennial aren’t the only ones at risk of becoming social media addicts… turns out the companies they follow can be at risk too. Only 1 in 3 digital marketers can accurately measure the value of their traffic from social media channels, so what’s the excuse for the other 33% of marketers? What exactly is their justification of spending 6 hours a day managing their social channels?
There’s no doubt that digital works, if managed correctly, but it’s still worth understanding the main ways companies go wrong, so you can be aware of these when developing your integrated marketing strategy in the future.