“Science and technology revolutionize our lives, but memory, tradition and myth frame our response “ - Arthur M. Schlesinger
Science and technology…isn’t that pretty much what digital marketing is?
If you incorporate technological automation systems into your marketing methodology, then add the science and logic used in digital marketing, then you end up getting science and technology bound together with marketing.
I’m a Civil Engineer by training, so my brain thinks in an analytical and logical mode. So, when I realized digital marketing, or more specifically, inbound marketing, is actually also very analytically driven and with a scientifically proven formulated process, I literally had this thought cross my mind:
“Wow, marketing is actually pretty cool – fun, creative, social, personable, analytical and scientific at the same time!”
So naturally, I made this for you, just in case you're wondering what the heck I'm talking about:
The thing that gets me though is the “memory, tradition and myth” part that's mentioned in the quote by Arthur M. Schlesinger at the beginning of this article.
That what actually formulates our responses is memory, tradition and myth.
Anyone who knows me knows I do not like change. I’m obsessed with tradition and oppose anything breaking it.
For example, my family is still trying to break me from waking them up at 5:00 am on Christmas morning to start the day off with some Morning Joe and Christmas music. Yes, I’m a full blown adult, I realize that. But tradition and memories are what I fall back on no matter what stage of life I’m in. They give me the warm and fuzzies and that brings comfort.
What Does This Have to do with You Though?
You see, the same comfort zone and opposition to change strongly resides in the companies who have thrived in the good ole’ days before technology took a giant leap forward.
You can’t blame them for not being ready for change though. They're faced with an understandable challenge.
The challenge: In the past, their way of doing things provided them with explosive success, so why in the world would they change anything? That's what they know works, that's what they're comfortable with, and that's what they will stick to doing.
There's another problem for people who think this way. A very annoying, overwhelming and frustrating challenge they get faced with if they ever do get to a point of thinking "a little change will do me good."
The challenge: It’s so hard to tell these days who's actually speaking the truth about the most effective and efficient marketing methods, strategies and tactics that will grow your business.
We’re so used to hearing marketing companies all claim that they have the best method to grow your business.
Does “Actually THIS is the new and best way of doing things with XYZ technology” sound familiar?
I get it folks. The boy who cried wolf has cried wolf way too many times.
It reminds me of the scene from the movie Elf when Will Ferrell passes a coffee shop that had a sign posted saying “World’s best cup of coffee.” So naturally, he believed them and walks in and yells, "YOU DID IT!"
What Was My Solution To These Challenges?
So, I got to thinking one day of all the different reasons I have heard, or have read about, of why companies choose to not put any emphasis on their online marketing efforts. Or, why they choose to just go with the bare minimum since they don't see the significance of having a digital marketing strategy.
Most of the reasons I came up with were caused by misunderstandings.
Then, I talked to some people who had the objections I put together and it really came down to the fact that they didn’t have enough information to fully understand the importance of digital marketing.
You can put a number of digital marketers in a room together and ask them:
"What are the objections you hear from people that don’t see online marketing and digital presence as important to their company’s growth and revenue?"
And as the objections are listed off one by one, the people in the room will all start nodding their heads saying,
“Yep. Heard that one yesterday.”
I know this because I have been in that room before.
I say that not to slam anyone who doesn’t agree with digital marketers, but rather to emphasize that each objection needs to at least be heard, understood and reviewed for accuracy given the ongoing advancement of today’s digital world.
How It All Came Together to be a Tremendous Success
So I decided to list out all the objections that either I, or my fellow employees at Xcellimark, have heard in regards to digital marketing and online presence. This includes everything from:
- Website Design & Development
- Social Media
- Search Engine Optimization (SEO)
- Content Marketing
- Email Marketing
- Keyword Analysis
- and so much more.
As I listed them all out, I also began to chip away at each objection by writing out why the objection was merely a myth and not fact.
And as I said earlier, I am a very logical and analytical person. I need the facts. I need things to be tested and verified. I need to see results and have my hypothetical theories proven wrong before I can go all gung-ho into something such as inbound marketing.
And thus was born the blog article, “Busted! 23 Marketing Myths Held By (Some) Industries.”
I supported each enlightenment with facts and explanations that will hopefully clear up any misunderstandings about the effectiveness of digital inbound marketing.
HubSpot, our personal favorite marketing automation software system and partner, loved the article so much that they included it as a guest post in their marketing blog. I have been honored by the incredible response and support from the public.
Like I said, all I wanted to do was show what’s on the other side of the inbound marketing curtain. If I am able to help accomplish that, even for one company, then I am as happy as a clam.
If you’re curious to know what the 23 Marketing Myths are, read the blog article for yourself here: Busted! 23 Marketing Myths Held By (Some) Industries
Editor's note: This post was originally published in July 2016 and has been updated for accuracy and freshness.