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Here’s Why Your Digital Marketing Efforts Fail and What to Do About It

A key distinction between traditional and modern marketing is targeting.

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reasons digital marketing is failing

In a renowned anecdote, Albert Einstein is said to have given his graduating class the same exam paper two years in a row. His assistant, worried that the great scientist had made an error, alerted him. Einstein’s reply was simple: “Yes, it’s the identical test. But the answers have been altered.”

This wasn’t a sign of Einstein’s forgetfulness, but his wisdom. Just as the solutions in physics evolve with each new discovery, so do the solutions in business and marketing.

The question is the same, both now and in the past: how do we attract more customers without breaking the bank? This million-dollar question may have been answered in the past with strategies like TV or newspaper advertising. 

Today, our answer is digital marketing. As Einstein aptly pointed out, the questions remain but the answers have changed. The issue is that our tactics have not adapted to these new answers. We are still trapped in the old paradigm of marketing and customer acquisition. Let’s delve deeper.

Traditional vs Modern Marketing

A key distinction between traditional and modern marketing is targeting. Traditional platforms like newspapers and TV are mass-market channels. You place an ad, and essentially everyone sees it. 

This approach lacks the ability to target specific audiences, leading to inefficiencies in marketing spend. But with platforms like Google and Facebook, you can target with precision. And with the advent of AI, this targeting is becoming even more precise.

However, there’s a problem. When I ask small and medium enterprises who their target audience is, most of them respond, “Everyone”. This approach won’t cut it in today’s era. It’s not just about having demographic information such as age, gender, and occupation to set the right targeting on Facebook. 

AI can do the targeting now. The key is not just reaching the right audience, but communicating with them effectively. The messaging is crucial.

The question remains the same (who is your target audience?), but the answer has evolved. We need more than just demographic information. We need psychographics – an understanding of the target audience’s pain points, goals, and objections. This enables us to tailor a specific message that resonates with them.

For instance, wouldn’t a person seeking wedding photography respond differently to an ad than someone looking for commercial photography? Wouldn’t a bride-to-be searching for a photographer for her big day have different requirements than a purchasing manager in a food and beverage franchise seeking food photography for her menu? Of course, they would.

Consider a photography business. A typical, standard ad might read: “Tan Ah Kaw Photography – Best Photography in Singapore. We cover all types of photography: commercial, wedding, and more. Enjoy a 10% discount. Call us now.” This sort of advertisement is common for mediums like newspapers, where you’re aiming to appeal to a broad audience. However, this generic approach doesn’t cut it on platforms like Facebook or Google.

The beauty of Facebook and Google is their ability to reach specific target audiences. Hence, we should leverage this by using language that appeals directly to these groups.

On these platforms, I would create the following ad:

Headline – “Create memories that will bring a smile to your face, even a decade later.”

Benefits include:

  1. We’re familiar with the best venues in Singapore for your pre-wedding shoot.
  2. There are no hidden fees with us.
  3. We’re experienced in quickly warming up you and your guests for natural, candid shots.

This ad is starkly different from the generic Tan Ah Kaw Photography ad. If you’re a bride-to-be, you’re likely to click on the second ad. But why is this the case?

The headline, “Create memories that will bring a smile to your face, even a decade later,” appeals to the emotions of the target audience. We understand that they want a memorable wedding free from regrets, and the headline aims to resonate with that sentiment. 

As for the benefits, we address common pain points like finding the right venue and avoiding hidden fees. Capturing candid shots is also a frequent request.

The point of defining the target audience isn’t just for setting up accurate targeting on Facebook. It’s more about crafting the right message to speak to the target audience. Moreover, when your message is on point, you’re actually aiding the Facebook AI in finding the right audience.

Facebook’s algorithm works in such a way that it shows your ad to more people similar to those who have clicked on it. Your ad acts as a magnet, pulling in the right audience and repelling the rest. This is why getting the message right is crucial. 

But it all starts with defining the right target audience and thoroughly understanding their psychographics.

Think of it this way: Why do businesses engage in one-to-one sales? The closing rate is high because you can tailor your solution to the specific needs and circumstances of the prospect. The same concept applies in digital marketing. 

The more specific your solution, the higher the chance of conversion. It’s a fundamental rule of marketing and sales. That’s why defining the target audience is a priority. In essence, digital marketing is about creating a strong intersection between sales and marketing. It’s essentially digital salesmanship. 

The question remains the same: How can we attract more customers? But the answer and the approach have evolved.

Understanding the problem better positions you as someone who likely has the solution. In the past, you could place an ad in the Yellow Pages, part with a hefty sum, and consider your marketing for the year. Today, you have to contend with Google, social media, blogs, websites, and countless other factors.

As a result, many trying to market their business become paralyzed by the “bright shiny object syndrome,” where they get caught up in whatever the current “hot” marketing tactics are, such as SEO, video, podcasting, pay-per-click advertising, and so on. 

They get preoccupied with tools and tactics and lose sight of the big picture of what they’re trying to achieve and why. This is a common pitfall for many business owners. They string together a series of random tactics, hoping it will lead to a customer. 

Tactics without strategy lead to the “bright shiny object syndrome.”

Want to learn about how precision targeting can enhance your campaign efficiency and effectiveness? Learn how to target with precision like a pro!

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Success Advice

What Every New CEO Must Do in Their First 100 Days (or Risk Failure)

Your first 100 days as CEO could define your entire legacy, here’s how to make every move count

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The Leadership Shift Every Company Needs in 2025

Struggling to keep your team engaged? Here’s how leaders can turn frustrated employees into loyal advocates.

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Bridging the gap between employees and employers
Image Credit: Midjourney

In workplaces around the world, there’s a growing gap between employers and employees and between superiors and their teams. It’s a common refrain: “People don’t leave companies, they leave bad bosses.”

While there are, of course, cases where management could do better, this isn’t just a “bad boss” problem. The relationship between leaders and employees is complex. Instead of assigning blame, we should explore practical solutions to build stronger, healthier workplaces where everyone thrives.

Why This Gap Exists

Every workplace needs someone to guide, supervise, and provide feedback. That’s essential for productivity and performance. But because there are usually far more employees than managers, dissatisfaction, fair or not, spreads quickly.

What if, instead of focusing on blame, we focused on building trust, empathy, and communication? This is where modern leadership and human-centered management can make a difference.

Tools and Techniques to Bridge the Gap

Here are proven strategies leaders and employees can use to foster stronger relationships and create a workplace where people actually want to stay.

1. Practice Mutual Empathy

Both managers and employees need to recognize they are ultimately on the same team. Leaders have to balance people and performance, and often face intense pressure to hit targets. Employees who understand this reality are more likely to cooperate and problem-solve collaboratively.

2. Maintain Professional Boundaries

Superiors should separate personal issues from professional decision-making. Consistency, fairness, and integrity build trust, and trust is the foundation of a motivated team.

3. Follow the Golden Rule

Treat people how you would like to be treated. This simple principle encourages compassion and respect, two qualities every effective leader must demonstrate.

4. Avoid Micromanagement

Micromanaging stifles creativity and damages morale. Great leaders see themselves as partners, not just bosses, and treat their teams as collaborators working toward a shared goal.

5. Empower Employees to Grow

Empowerment means giving employees responsibility that matches their capacity, and then trusting them to deliver. Encourage them to take calculated risks, learn from mistakes, and problem-solve independently. If something goes wrong, turn it into a learning opportunity, not a reprimand.

6. Communicate in All Directions

Communication shouldn’t just be top-down. Invite feedback, create open channels for suggestions, and genuinely listen to what your people have to say. Healthy upward communication closes gaps before they become conflicts.

7. Overcome Insecurities

Many leaders secretly fear being outshone by younger, more tech-savvy employees. Instead of resisting, embrace the chance to learn from them. Humility earns respect and helps the team innovate faster.

8. Invest in Coaching and Mentorship

True leaders grow other leaders. Provide mentorship, career guidance, and stretch opportunities so employees can develop new skills. Leadership is learned through experience, but guided experience is even more powerful.

9. Eliminate Favoritism

Avoid cliques and office politics. Decisions should be based on facts and fairness, not gossip. Objective, transparent decision-making builds credibility.

10. Recognize Efforts Promptly

Recognition often matters more than rewards. Publicly appreciate employees’ contributions and do so consistently and fairly. A timely “thank you” can be more motivating than a quarterly bonus.

11. Conduct Thoughtful Exit Interviews

When employees leave, treat it as an opportunity to learn. Keep interviews confidential and use the insights to improve management practices and culture.

12. Provide Leadership Development

Train managers to lead, not just supervise. Leadership development programs help shift mindsets from “command and control” to “coach and empower.” This transformation has a direct impact on morale and retention.

13. Adopt Soft Leadership Principles

Today’s workforce, largely millennials and Gen Z, value collaboration over hierarchy. Soft leadership focuses on partnership, mutual respect, and shared purpose, rather than rigid top-down control.

The Bigger Picture: HR’s Role

Mercer’s global research highlights five key priorities for organizations:

  • Build diverse talent pipelines

  • Embrace flexible work models

  • Design compelling career paths

  • Simplify HR processes

  • Redefine the value HR brings

The challenge? Employers and employees often view these priorities differently. Bridging that perception gap is just as important as bridging the relational gap between leaders and staff.

Treat Employees Like Associates, Not Just Staff

When you treat employees like partners, they bring their best selves to work. HR leaders must develop strategies to keep talent engaged, empowered, and prepared for the future.

Organizational success starts with people, always. Build the relationship with your team first, and the results will follow.

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