Signs that your digital marketing strategy is failing | The Daily Star
12:00 AM, January 18, 2019 / LAST MODIFIED: 12:22 AM, January 18, 2019

Signs that your digital marketing strategy is failing

Your content isn't getting enough engagement

Mere likes on your page don't mean much if your individual posts aren't gaining traction. This could be because of targeting the wrong audience, or having a disproportionate focus on a particular segment. For a sustainable business, it's also important that engagement grows over the span of time, demonstrating a growing audience.

Engaging posts aren't driving sales

Engagement isn't the goal of your marketing strategy, it is simply the means to get to your goal of generating higher sales. So if your content is getting good engagement, but not hitting the sales KPIs, redesign your content to align it with your short term and long term goals.

Your mobile traction is short-lived

If your content drives a huge audience to visit your links, but their average duration of visit is very low, it probably means that they had a poor visitor experience. In that case, the platforms of your campaign needs to be redesigned. Many good companies show different layouts to different consumers at the same time in order to check which combination of fonts and colours ensures maximum time spent on the sites.

Your offline and online presence are incongruent

Your online and offline presence need to have a unifying theme that ties them up together. If you're a sophisticated brand offline, but you resort to unsophisticated means online, it will leave your consumers perplexed and dilute your brand image as a whole.

You don't have a strategy

Why did you choose a particular platform? What are your expectations from the platform and how do you plan to meet them? These are some basic questions that set the tone of your platform. If you don't have concrete answers to these, you don't really have a well thought out strategy and your presence is merely an attempt to join the digital marketing bandwagon.

 

Adiba Arif is a business student in her final year. Reach her at adibaarif.3@gmail.com.

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