marketing misconceptions, advertising misconceptions, social media misconceptions

marketing misconceptions

- “behavioral targeting” – the belief that people’s surfing behavior will indicate what they are likely to buy — of all my surfing, only a small portion of it is related to doing product research before I buy something, and it is usually limited to the few days or weeks just before the purchase. What advertisers don’t know is how to distinguish this finite surfing behavior which IS related to upcoming purchases from the rest of my surfing behavior which is NOT.

advertising misconceptions

- “targeting” – of course some targeting is better than no targeting (e.g. after-shave ads targeted to men vs women) but even with targeting (e.g. daypart, demographics, specific TV show spot) ads are still “shot” at large audience “buckets” and do not take into account the dozens of other parameters which come into play between the awareness of a product and its purchase (e.g. I just bought a mini van and no matter how many or how accurate mini van ads are, I will not buy another mini van.)

- “reach and frequency”- reach is “how many people you beat over the head with an ad message” and frequency as “how often you do so.”

- gross rating points – an approximation of approximations of estimates of round numbers of probabilities which currently guide the spending of billions of dollars on push advertising — that’s why they call it “gross”

social media misconceptions

- “social media” – thinking that people’s conversations are a form of “media” that can be purchased or “generated” by advertising; and that there is enough of it to achieve the “reach and frequency” advertisers are accustomed to in traditional advertising.

- thinking you can appoint or delegate either by an agency or an intern your precrafted voice in to people’s conversations. (it should be you or someone with a control over issues in the company, it’s not just talk)

- thinking its just talk

- thinking people are there to listen to your marketing pitch

- thinking if you spent enough time chattering you can start selling (you have to add value or no one will buy your product just because you have good bedside manners)

SEO (search engine optimization; organic search) misconceptions

- thinking you can buy links and rise to number 1 in no time

SEM (paid search) misconceptions

- thinking people search for your advertising (people search for information)

Direct Marketing misconceptions

Contributor: Tugce ESENER

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