By Marketeer at 9.48 p.m., on Nov 6th, 2023
By Diogo Paixão, Growth Marketing Lead at Wook.pt
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Translation: Telmo Ferreira – TF Traduções (https://tftraducoes.com/en/)
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Whenever people discuss Marketing (or Digital Marketing), everyone seems to have an opinion. Just like in football. Everyone feels able to give hunches, infallible strategies and crazy advice. After all, who needs experts when everyone can be a marketing guru, right? Well, maybe not quite.
Before we dive headfirst into this ocean of opinions, criticisms and baseless suggestions about Digital Marketing, it’s important to recognize that not everyone has the knowledge and experience needed to excel in this field.
Marketing: more popular than Sunday football
In Marketing, everyone seems to have an opinion, in the same way that, at a football match, everyone becomes a bench coach and weekend referee. It’s an interesting phenomenon, because when it comes to football, everyone seems to be able to make the team play better and score goals. Similarly, when it comes to Digital Marketing, everyone considers themselves a born strategist.
However, the reality is that Marketing is a complex, constantly evolving field where successful strategies require a combination of knowledge, experience and creativity. Of course, there’s nothing wrong with giving opinions or engaging in healthy discussions, but it’s important to remember that Marketing is not a crossword puzzle in which everyone can be a champion.
The “experts” in Digital Marketing
How many times have we heard someone say: “I manage the social media for my cousin’s online shop. So I’m an expert in Digital Marketing”? It seems that we all have a friend, family member or colleague who considers themselves a Digital Marketing expert because they manage a Facebook profile or have made a viral post on Instagram.
In reality, Digital Marketing is much more than simply posting funny photos or sharing a viral meme. You need to understand consumer psychology, data analysis, Search Engine Optimisation (SEO), paid advertising, creating relevant content and branding strategy (just some of the areas that a true expert should master, in my opinion).
The illusion of simplicity
One of the reasons why so many people consider themselves Digital Marketing experts is the illusion that it’s a simple area. All you have to do is create a TikTok account, publish a few funny kitten posts, send out a newsletter, create a few Google adverts and wait for the magic to happen, right? Wrong, of course.
Digital marketing is much more than meets the eye. Behind every successful campaign, there is a clear objective and a carefully planned strategy, constant analysis of key metrics, insightful adjustments and, often, the help of professionals who have dedicated their careers to understanding the complexities of this ever-changing digital world.
The danger of digital marketing “advice
Who hasn’t heard a piece of Digital Marketing “advice” that made every hair on their body stand on end? Suddenly, someone who is barely able to understand how social media algorithms work decides to share the infallible secret to successful marketing campaigns. Unfortunately, such dubious advice can lead to ill-conceived strategies and disastrous results.
Before following any advice, it’s essential to consider the source. If it’s someone without solid, proven experience in marketing, it’s best to be sceptical about their “infallible secrets”. After all, it wouldn’t make sense to ask for specific health advice from someone who has never studied medicine, right?
The importance of strategy and experience
What really differentiates a Digital Marketing expert from a well-meaning amateur is the ability to create and execute effective strategies. An expert is able to define goals, identify the target audience, choose the right platforms, create relevant content and analyse the results to make adjustments when necessary.
In addition, experience is a crucial factor. An experienced professional in this field has faced challenges, mistakes and obstacles throughout their career. These experiences mould their knowledge and hone their skills, making them able to deal with complex situations more effectively than someone who is not in the field.
The role of Digital Marketing specialists
It’s important to recognise that Digital Marketing is not a static area. Platforms and algorithms are constantly evolving and what worked well a year ago may no longer work today. Therefore, the advice of a Digital Marketing specialist is invaluable for companies that want to achieve exceptional results.
Believe me, Digital Marketing experts devote a great deal of their time to understanding the nuances of this area. They keep up to date with the latest trends and tools, are always willing to learn and adapt to market changes. For those who actually work in this area, Digital Marketing is not just a hobby, but a profession that requires knowledge, dedication and experience.
Don’t judge a fish by its ability to ride a bicycle
Just as it doesn’t make sense to expect a fish to ride a bicycle, it doesn’t make sense to believe that anyone can be a Digital Marketing expert without the right knowledge and experience.
So, before you give your next digital marketing pitch, remember that although we all think we’re experts, it’s knowledge, experience and strategy that lead to real success in the world of marketing. Let the experts do what they are able to do best and you will automatically see results.
And finally, keep this in mind: Digital Marketing is a complex and constantly evolving field that requires more than intuition and hunches to master. All professionals in this field dedicate their lives to understanding the complexities of Marketing.