Data Dummies: How Most Online Marketers Are Missing the Mark

Because Empower is a tech firm specializing in marketing, we know the value of data, and what to do with it.

Damiel Forman
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The beginning of this decade has brought transformation to the way people shop for goods and services online and the way small businesses reach clients through digital marketing
Necessity is the mother of invention, as they say. And while no one wished for a global pandemic, the way we’ve adapted in every aspect of life has had its benefits.
The enormous jump in eCommerce and online shopping we’ve witnessed has pushed marketing professionals to re-examine strategies, placing more importance – and more of ad spending – on digital channels.

Trend-guessing Transgressions

For example, over three-quarters of marketing experts forecast increased spending on video advertising. And nearly as many will invest more in social media stories and newsfeeds.
Marketers are looking for a competitive edge. And that means many are throwing money at options to see what sticks. That translates to budget overspending. And for small businesses who trust their marketing budgets to one-trick, self-proclaimed online marketing “gurus,” that gamble is a waste.
Empower is a tech company that specializes in marketing, not the other way around.
And in this new competitive and costly reality, many marketers are missing the mark and wasting their clients’ money.
Empower uses our tech first and our marketing expertise foremost, targeting our clients’ ad spend on the right channels and toward the right audiences.
I want to examine the biggest mistake digital marketers are making and explain how Empower’s business model was built to address the writing on that wall from day one.

Data = Dollars

According to this 2018 report, marketers wasted over a quarter of their ad spend on useless channels and strategies. I shudder to think what that number has increased to since.
The issue for a large majority of digital marketers is that they lack access to qualifiable, actionable insights and data analysis evaluation tools and knowledge. Their decisions are based only on trends and their results – positive or negative – yield none of the valuable information that would help them make their next decision.

Tech First Marketing

That loss of date control means marketers miss out on the big picture.
Because Empower is a tech-first solutions provider, and because our interactions with client campaigns are all centralized through our Digital Marketing Assitant App and access to all relevant ad platforms used by our clients, our tools become ever sharper, on every engagement with every digital ad we produce.

Our True Currency Is Data

The performance data we gather goes into better planning, which is clear to our customers.
Our platform synchronizes data from across our client’s channels. We can identify the highest performing content types, which platforms yield the best audience engagements, which ads sell the most products on which channels, and so on.
Moreover, we leverage that data to better place our clients’ ad spend. With monthly flat-rate ad spend packages, covering anywhere from two to five or six preferred channels, we are able to pivot quickly when we see that a dollar can be better spent on a solution that will bring better returns.
And we are able to tell our clients how and why. They’ve entrusted their monthly budget to us on the basis that our strategy was designed precisely to avoid the cash waste the current competitive landscape encourages. Big tech companies don’t care one way or the other who succeeds or fails by advertising on their platforms. But they’re laughing all the way to the bank with the overspend revenue they enjoy.
Meanwhile, at Empower, we’re exchanging knowing smiles with our small entrepreneur clientele, because we both understand that we’ve hacked the secret to doing everything we can, with everything we’ve got, and making every penny count.
We make cents make sense.

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