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27 marketing myths (that we all believe)

27 marketing myths (that we all believe) David Zaleski
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Myth: Apple is amazing at social media marketing


Reality: Apple has no presence on social media



As of 2013, Apple has yet to claim a Twitter account, Facebook page, or any other type of social media presence. Other holdouts include Viagra, Marlboro, and Trader Joe's.


Myth: FedEx paid a ton of money to be featured in the movie "Cast Away"


Reality: FedEx paid nothing at all, and it didn't even want to be a part of it



The plane crash scene was a big point of objection for FedEx.


Myth: My tweet gets attention


Reality: 71 percent of tweets are ignored



Only 23 percent generate a reply.


Myth: Users spend a long time on Google+


Reality: Users spend an average of three minutes per month on Google+



This statistic is for non-mobile visitors.


Myth: Kids are to blame for nagging their parents to buy them things


Reality: Advertisers try to create this effect. It's called the "nag factor"



"Nag factor" marketing is a corporate strategy that attempts to undermine the parent's authority by targeting kids with advertising.


Myth: A majority of LinkedIn users are young professionals


Reality: Only 20 percent of LinkedIn users are under 30 years old



If you don't count 30 as "young."

Myth: Most people share links from brands on Facebook


Reality: 77 percent of shared brand posts are photos



Links and videos only account for 15 percent of shareable content from brands. Uploading photos is the most popular Facebook activity.


Myth: Facebook "likes" matter to consumers when trying to decide a purchase


Reality: Only 12 percent of people are influenced by Facebook "likes"



The same is true for Google+s +1s.


Myth: It's 2013. Every major brand tweets


Reality: In 2013, 3 percent of major brands didn't tweet



This is down from 10 percent in 2012 and 38 percent in 2011.


Myth: Every adult has a cellphone


Reality: 18 percent of adults do not own a cellphone



These people are known as hermits.


Myth: Social media users are not social in real life


Reality: Social media users are way more social than non-social-media users



Forty-five percent are more likely to go on a date, 19 percent are more likely to attend a professional sporting event, and 18 percent are more likely to work out at the gym.


Myth: Yahoo is the second largest search engine by volume of searches


Reality: YouTube is the second largest search engine by volume of searches



Mostly driven by cat videos.

Myth: Online ad clicks come from a lot of people from every walk of life


Reality: 8 percent of internet users account for 85 percent of all display ad clicks



This includes robots.


Myth: YouTube partners make tons of money


Reality: YouTube partners only make between $2.50 and $5 per 1,000 views



According to the Search Engine Journal.


Myth: Almost every marketer values Facebook as a marketing tool


Reality: 47 percent of marketers list Facebook as an overrated marketing tool



This may explain its stock price.


Myth: Advertising during the Olympics is a relatively new strategy by marketers


Reality: The first advertising during the Olympics was in Athens, 1896



Currently, Coca-Cola has the longest continuous partnership with the Olympics.


Myth: Mobile ads perform worse than online ads


Reality: Mobile ads perform 4 to 5 times better than online ads



In key metrics like brand favorability, awareness, and purchase intent.

Myth: Mobile phones are used to make calls


Reality: 25 percent of Americans only use mobile devices to access the internet



There are also five times as many cellphones in the world as there are PCs.


Myth: Branded apps are the best tool for building brand loyalty on mobile


Reality: 93 percent of consumers don't think branded apps contribute to their loyalty



According to an article from ThoughReach.


Myth: People spend more time on Twitter than on Tumblr


Reality: People spend an average of 21 minutes on Twitter and a whopping 89 minutes on Tumblr



People also spend an average of 89 minutes on Pinterest.


Myth: It doesn't matter if your CEO is on social media


Reality: 82 percent of buyers say they trust a brand more when its senior team is on social media



According to this presentaion.


Myth: Content marketing has no effect on the consumer's perception of a brand


Reality: 60 percent of consumers feel more positive about a brand after consuming content from it



Seventy percent of consumers also prefer getting to know a company through articles rather than advertisements.

Myth: Facebook receives the most visits-per-month of any social network


Reality: Google+ dominates monthly social media visits



Thanks to activity from Gmail and YouTube, Google+ receives 1.2 billion visits per month compared to Facebook's 809 million.


Myth: Almost all consumers find email marketing annoying


Reality: 48 percent of consumers cite email as their preferred form of communication with brands



According to this infographic.


Myth: The average click-through rate is 0.01 percent


Reality: The average click-through rate is actually 0.11 percent



According to Smart Insights, you'll get one click for every 1,000 impressions.


Myth: Most brands use HootSuite as their social media management tool


Reality: A majority of brands use the Twitter web interface



Although 38 percent of brands have never used the Twitter web interface.


Myth: Tumblr is very popular with search engine marketers


Reality: Tumblr, Flickr, and StumbleUpon are all the least popular social networks with search engine marketers



Facebook, Google+, and Twitter are in the top three.


"Beautiful sad little girl crying, on summer background," "Parthenon on the Acropolis in Athens, Greece," "Young people look in the smartphone on a black background," "Big group of children, boys and girls, 8-11 years old standing on the green grass with happy faces shoot from above," "Girl shows gesture thumbs down," "summer, holidays, vacation, happy people concept - group of friends jumping on the beach," Businessman with several arms with different gadgets," "Sad young teenage girl standing with folded arms as her teenage peers ignore her and stand in a group chatting , conceptual of a social outcast," "Broke businessman showing brown leather empty wallet. Business concept- finance and poor economy," "Illustration depicting a set of cut out letters formed to arrange the word whatever" images via Shutterstock


Other images and GIF sources: "What?," "Winning," "Hater gone hate," "Rooting for you," "Cast Away," "Cartoon Like," "I Hate Everyone," "Celebrate," "Roll Eyes," "Clapping," "Gone with the Wind," "Addicted," "One Direction," "Modern Family," "Keyboard."

David Zaleski is the Media Production Manager for iMedia Communications, Inc. He graduated from Loyola Marymount University with a BA in Film & Television Production, specializing in editing, animation and television lighting.  Before...

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