If you’re like me and work as a Marketing advisor, you will know that half the job is educating the client.

Here is a list of the top 5 marketing misconceptions that I have come across during my career:

Marketing is about making people want things

While this could be considered true in some light, I personally don’t believe this. For me, marketing at its core is about 2 things: brand awareness and nurturing potential customers.

The key for many of the successful campaigns that I have run (trust me there have been just as many bad ones) is nurturing the customer, not necessarily with the intent of selling them something, but by giving them just the right amount of content when and where they want it.

A crude example of this in action would be a vendor of hats providing information about sun safety to one segment of its target audience while also supplying fashion information or information about hat-making workshops to another segment (I told you it was a crude example). Try developing campaigns while keeping the bigger picture in mind; it’s not always about instant gratification.

You have to be willing to spend money

I am a self-confessed spend-thrift. If I can find a way to achieve something without having to spend money then I will find it. That being said – and this is the exception – there are times when spending the money and investing in something is the more sensible option. Websites are the big one here. Not sure what I mean? Check out Web Pages That Suck and you’ll see where the dollar really could have come in handy here.

Digital Marketing is all Social Media

With Google ever improving their search algorithms, yes, Social Media should play an integral part of your online strategy. However, Social Media is only one strand in the Digital Marketing web. Further to this, your digital strategy should help support your offline activities and vice-versa.

Success is in the Likes

What is the point of 500 likes while you have only had 2 conversions. While this may seem to go directly against my first point “Marketing is about making people want things”, keep in mind that you are marketing a business that has the intent of making money. To quote a famous tagline “It won’t happen overnight, but it will happen”.

You Can’t Measure It

This may have been true in the good ol’ days, but with all the digital resources that we have available today, this is now a thing of the past. You just need to take the time to set up proper tracking and landing pages when developing campaigns.