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50 good reasons to quit digital marketing

50 good reasons to quit digital marketing Kent Lewis
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Although I started my marketing career in public relations, by the summer of 1996, I was optimizing websites. Since then, I've been building and managing teams of digital marketers. After working with hundreds of employees and literally thousands of clients, I've learned a good deal about what it takes to be a successful digital marketer.


50 good reasons to quit digital marketing


Unfortunately, too many marketers jump on the "digital" bandwagon looking to make a quick buck or be more popular at the high school reunion. Then they find out it's not as easy as setting up a Twitter account. In the following article, I've outlined 50 reasons you should quit your digital marketing job and find another way to earn a living (or impress your former classmates).


On the other hand, if you invert the following statements, you'll know which attributes and beliefs are essential to being a successful digital marketer.

Digital marketing, in general



  • I sincerely hate change.

  • Digital marketing is difficult to accurately measure, so cut me some slack! 

  • I do not feel that a keen understanding of overall business objectives is important to my efforts.

  • Honestly, I think traditional marketing only gets in the way of what I'm trying to do in digital.

  • Investing time in reading industry blogs, publications, and books; listening to webinars and podcasts; and attending industry seminars, conferences, workshops, or networking events is a colossal waste of time.

  • My boss and/or clients are stupid and don't understand why I need more budget to get my job done.

  • Renting third-party email lists is bombproof.

  • I only need to know search engine marketing or social media, but not both.

  • It doesn't really matter where a lead comes from, as long as I hit my numbers.

  • These Gen Y kids really get digital. I just let them do their thing.

  • Customers are generally misinformed and don't know what they're talking about online.

  • If you think about it, you can boil down digital marketing strategies into a simple formula.

Search engine marketing



  • The only reason Panda or Penguin would affect my business is if they escape from the zoo and stampede my office.

  • Getting a top position in search results is all about keyword-stuffing as well as cheaply outsourcing content and link development activities.

  • Nobody uses Bing or Yahoo for search, so I only invest in Google AdWords.

  • Google+ is a complete waste of time.

  • Landing page testing isn't worth the effort, as it doesn't make that much of a difference.

  • I get plenty of in-store visitors, so why would I need to promote my business via local search?

  • There is no easy way to target my prospective customers in search, especially at a local level.

  • I don't click on PPC ads, so why would anyone else?

  • What's this you say about Bing and Yahoo merging ad platforms?

Social media marketing



  • I only spend time on all of these social platforms because I have to for work.

  • Social media is an unavoidable nuisance and should be outsourced to a "guru" or agency.

  • Social media is all about sharing company news and doing contests to increase my fan base.

  • Facebook is for consumer brands, and LinkedIn is for business-to-business brands.

  • My latest strategy is to promote our corporate Facebook profile address in our print and broadcast advertising, instead of our website.

  • It's all about Facebook "likes" and Twitter followers!

  • To save time, I just post the same content to all of my social profiles.

  • Video marketing is too expensive and time-consuming.

  • We're not spending time on YouTube because people only use it to watch videos about cats and people getting hit in the groin with footballs.

  • I don't have the time or resources to create an image strategy on Pinterest or Instagram.

  • We can ignore online reviews because nobody reads them.

  • My business has not been affected by negative press or customer reviews.

  • Social media should be done by the youngest person in the office because they grew up with it. 

  • Facebook and Twitter work for all products and all audiences, all the time. No research needed! 

  • No one reads or uses forums or blogs, so we don't waste our time with either.

  • Content should only be created when employees are done with "real" work and have nothing else to do. 

  • Transparency is a bad idea in social media.

  • Social media is a fun way to interact with fans, but it doesn't have any real value.

  • Social media doesn't generate any revenue!

  • Social media is going to generate a ton of revenue!

  • I'm investing in MySpace because JT is bringing the sexy back.

Mobile marketing



  • I use my smartphone primarily for making phone calls.

  • Everything digital is automatically mobile-friendly nowadays.

  • Mobile marketing is too expensive and complex to create a viable ROI.

  • Anyone with a smartphone can access my site if they want, so there's no need to optimize it.

  • I prefer to text my tweets from my feature/flip-phone.

  • I prefer not to remind customers to review us online in case they had a bad experience.

  • QR codes are the next big thing in mobile marketing.

  • I just joined Foursquare!

If any of the above statements resonate with you at face value, consider staying away from digital marketing as a career. If the above statements seem to be outlandish, naïve, or just plain ignorant, you might well be on your way to a successful career in digital marketing. For an explanation behind the aforementioned statements, please read the articles below. Lastly, feel free to add your own statements to this article in the comments section below.


Recommended reading for aspiring digital marketers:


"9 marketing strategies you must stop using -- now"


"7 obsolete digital marketing strategies"


"Five Steps to a Successful Career in Search Engine Marketing" 


"Four Strategies to Keep Your Clients from Firing You"


"Get More From Your Marketing Agency in 6 Easy Steps"


"Get Beyond Click and Conversions" (six requirements for a value-added SEM vendor) 


Kent Lewis is president and founder of Anvil Media, a search engine marketing agency based in Portland, Ore.


On Twitter? Follow Lewis at @kentjlewis. Follow iMedia Connection at @iMediaTweet.


"Carrying case" image via Shutterstock.

With a background in integrated marketing, Lewis left a public relations agency in 1996 to start his career in search engine marketing. Since then, he’s helped grow businesses by connecting his clients with their constituents via the...

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Comments

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Commenter: Jon Lisbin

2013, March 19

Enjoyed the article Kent. Sorry about the clueless commentator.

Commenter: Kent Lewis

2013, March 19

Perry, since I already inferred I could have done a more thorough job communicating my point, and you jumped on my grill like it was out of style, I'll let the readers determine who wins the D-bag of the Day award. I hope it's not me, but really, I'm okay with it either way.

God save the Queen.

Commenter: Kent Lewis

2013, March 18

Perry, before you make a further arse of yourself, consider re-reading the first page of the article. For your convenience, I've quoted the most important section below:

"In the following article, I've outlined 50 reasons you should quit your digital marketing job and find another way to earn a living (or impress your former classmates). On the other hand, if you invert the following statements, you'll know which attributes and beliefs are essential to being a successful digital marketer."

I may not have made it sufficiently clear for blokes like you, but what I'm saying is this: If any of the 50 statements ring true to you, get out of your digital marketing job immediately and find a new career. Perhaps you have openings are your furniture store?

Commenter: Kent Lewis

2013, March 18

I appreciate your thoughtful and thorough feedback on my article. Perhaps you can elaborate on how I've wasted your time with this article? Perhaps it hit too close to home?

PS:
Reason #51: You can't sell furniture on Facebook.