Digital marketing costs are rising rapidly, yet South African businesses are seeing fewer returns on their ad spend. According to TDMC Media Director Caleb Shepard, this troubling trend stems from five recurring mistakes that many businesses continue to make. Without tackling these barriers, sustainable growth remains out of reach.
As competition intensifies and digital platforms evolve at breakneck speed, simply spending more on advertising is no longer a viable strategy. Instead, businesses need to revisit the basics, refine their digital marketing strategy, and confront uncomfortable truths about what’s holding them back.
1. Digital marketing without funnel strategy
A major misstep in digital marketing today is an overreliance on bottom-funnel tactics. Too many businesses focus only on converting ready-to-buy customers, ignoring the critical stages of brand awareness and consideration. Shepard explains, “If your social media only operates at the conversion stage, scaling becomes unsustainable.”
Each stage of the funnel plays a role in guiding customers through their journey. Neglecting the top and middle funnel means missing opportunities to nurture long-term loyalty and broaden your customer base.
2. Conversion-killing technical issues
A high-performing ad will amount to nothing if it leads users to a poor website experience. In digital marketing, even milliseconds matter. Studies show users abandon sites that take more than three seconds to load. “You could have the best ad creative, but if your landing page underperforms, your conversions will reflect that,” Shepard notes.
Therefore, investing in technical performance is non-negotiable. Regular audits, fast load times, and intuitive design are key to supporting your marketing investment.
3. Messaging mismatch in digital campaigns
Effective digital marketing goes beyond catchy headlines or attractive visuals—it’s about telling a coherent story. “Many businesses have lost the art of storytelling,” says Shepard. “In a crowded market, your brand narrative is often your strongest differentiator.”
Too often, businesses jump to testing new copy or creatives when campaigns underperform, without asking whether their story is compelling enough to begin with. Strategic messaging, rooted in brand values, should be an ongoing focus.
4. Imbalanced budget allocation
Another core issue is poor budget distribution between brand building and sales activation. Shepard points to a well-established 60/40 ratio—60% of spend should go toward long-term brand building, and 40% toward direct sales efforts. “Most South African SMEs are doing the reverse, with 90% of their budget focused on immediate returns,” he explains.
This short-term thinking undermines digital marketing effectiveness. Brands that follow the 60/40 approach see up to 2.8x better performance, proving that brand investment enhances every other metric.
5. Overlooking established channels
While new platforms grab attention, tried-and-true digital marketing channels—like email—are being overlooked. Shepard emphasises that relying solely on abandoned cart emails is outdated. “We’re seeing success where businesses implement customised, behaviour-driven email strategies,” he says.
Email remains one of the highest-ROI tools available, yet many brands underutilise it in favour of trendier tactics. Integrating email as part of a long-term customer engagement strategy can unlock untapped growth.
To scale sustainably, businesses must return to fundamentals. Shepard’s advice includes:
- Understand the customer journey: Don’t rush the relationship. Build trust before expecting conversion.
- Recognise platform nuances: Different channels require different tones, timing, and tactics.
- Balance brand and performance: The 60/40 split isn’t theory—it’s a proven strategy.
- Stick to the marketing mix: Product, price, place, and promotion still matter.
- Invest in skills: Platforms change, but sound digital marketing principles endure.
Ultimately, digital marketing is not just about ads; it’s about strategy, consistency, and understanding your audience. As businesses adapt to this new reality, those who master the basics while embracing change will be best positioned to grow in South Africa’s evolving digital economy.
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