12 myths about digital marketing in 2024 – and why they’re wrong

Digital marketing in 2024 isn’t about playing catch-up with trends or blindly following so-called ‘best practices.’ It’s about understanding the global landscape in all its messy, complex glory. But too many marketers are still falling for outdated myths that hold them back. Let’s break down these myths and understand why they no longer hold up.

Myth 1: Your long-term strategy requires minimal changes

A well-defined long-term strategy is essential, but the idea that it should remain static with only minor adjustments is a misconception.

Why it’s wrong: In the current digital landscape, sticking too rigidly to a fixed plan can be a liability. With the rapid pace of change in consumer behaviour, technology, and competitive dynamics, even the best-laid plans must be fluid. The real challenge isn’t just in having a long-term strategy but in knowing when and how to pivot effectively. Savvy marketers use real-time data and predictive analytics to anticipate shifts and adjust strategies proactively, not reactively.

Myth 2: You can never have enough data

So more data means better decisions, right? Not always.

Why it’s wrong: In 2024, the challenge isn’t lack of data but the sheer volume of it. Smart marketers know that being overwhelmed can stall your progress. Instead, focus on filtering your data to get useful insights that drive decisions. Use tools like machine learning to cut through the noise and find what matters most. The aim is not merely to gather data but to use it effectively so it actually supports your strategy.

Myth 3: SEO delivers quick results and is a one-off project

Many still cling to the idea that SEO is a quick fix: optimise your site once, and the results will pour in. But this couldn’t be further from the truth.

Why it’s wrong: SEO is a long-term investment, not a quick fix. Savvy marketers understand it’s an ongoing process of monitoring, adjusting, and adapting. With advancements in AI and predictive analytics, leading marketers use these tools to stay ahead, constantly refining their strategies for a competitive edge. The real work starts after initial optimisation, requiring ongoing effort to sustain performance.

Myth 4: Rankings are all that matter in SEO

For some, SEO success is all about landing those top spots on Google (or its international equivalents). But focusing solely on ranking positions is a narrow view.

Why it’s wrong: High rankings are only valuable if your content actually meets the needs of the users searching for it. Being number one for a high-volume keyword means nothing if the traffic it brings doesn’t convert because your content isn’t relevant. In 2024, relevance is key. Your content needs to address the intent behind the search query, not just rank highly on the results page. It’s not about tricking search engines; it’s about genuinely serving your audience.

Myth 5: You need to adjust your strategy for every algorithm update

Some marketers believe that every time Google or another search engine updates its algorithm, they need to revamp their SEO strategy to stay ahead.

Why it’s wrong: While staying updated on algorithm changes is important, overreacting can be counterproductive. Experienced marketers understand that the core principles of search – quality content, user experience, and relevance – remain consistent. Instead of overhauling strategies with every update, focus on maintaining a flexible, evergreen approach that can adapt as needed. The key is to understand the broader trends in algorithm changes and align your strategy with long-term goals rather than short-term fluctuations.

Myth 6: Uniform consistency across markets equals success

The idea that your brand should maintain strict consistency in every market is often seen as a hallmark of successful digital marketing.

Why it’s wrong: While brand consistency is important, a one-size-fits-all approach can backfire in diverse markets. What resonates in one country might not work in another. Instead of rigid consistency, adaptability is key. Working with Local In-Market Experts can help you customise your strategy to reflect local cultures and preferences, creating a stronger connection with your audience, even if it means some variation in your branding.

Myth 7: Translating keywords is enough for international SEO

The idea that translating high-performing English keywords into other languages is a quick win for international SEO is misguided.

Why it’s wrong: SEO isn’t just about translation; it’s about deep localisation. For example, a popular English keyword like ‘home insurance’ might not resonate the same way in Germany, where the concept of ‘Hausratversicherung’ (household contents insurance) is more relevant. Simply translating the term wouldn’t capture the specific search intent or cultural context. Successful international SEO requires understanding these nuances, conducting local keyword research, and testing in-market strategies to ensure they truly connect with the local audience.

Myth 8: UX and CRO best practices are universal

It’s easy to assume that certain design principles and conversion strategies work universally across markets.

Why it’s wrong: User experience and conversion rate optimisation are strongly influenced by cultural preferences, which can vary significantly across regions. What works in one market might fall flat in another. For example, a minimalist design might be appreciated in some Western markets, but in regions like Japan, users may prefer more information-rich interfaces. The key is to test and adapt your UX and CRO strategies to fit local contexts, using localised data and insights to guide your decisions.

Myth 9: Content marketing delivers quick wins across markets

Some marketers expect content marketing to yield immediate results, regardless of the market. Reality check: not quite.

Why it’s wrong: Content marketing is a long-term strategy, especially when scaling across diverse international markets. It’s not just about crafting a compelling narrative but about tailoring that narrative to resonate with different audiences. Again, this requires a genuine understanding of local cultures, preferences, and channels. The best marketers invest in ongoing research and content localisation, recognising that what works in one market might take time and adaptation to succeed in another.

Myth 10: AI video translators can replace native speakers

The rise of AI video translators has led some to believe that human translators are no longer necessary. Just click a button, and your video is instantly translated – perfectly! Or so they say.

Why it’s wrong: AI video translators are impressive, but they’re far from perfect. They might handle straightforward translations well, but they struggle with cultural nuances, idiomatic expressions, and tone – things that are crucial for effective communication. A mistranslation might not just confuse; it could offend. AI translators are a useful tool, but they’re not a substitute for native speakers. Human expertise is still essential for ensuring your content connects with local audiences and avoids costly mistakes.

Myth 11: Spending more on paid media ensures better results

It’s a common belief that simply increasing your budget will automatically yield better results in paid media campaigns. Spoiler alert: think again.

Why it’s wrong: Throwing more money at a campaign doesn’t guarantee success. If your targeting is off or your creative is uninspired, no amount of cash will save it. In fact, without a well-thought-out strategy, a larger budget can amplify your mistakes, leading to wasted spend and poor ROI. The key to success isn’t just how much you spend, but how smartly you spend it. You need to focus on precise targeting, creative localisation, and ongoing optimisation to get the most out of your investment.

Myth 12: Social media success is all about the follower count

For years, brands have been obsessed with growing their follower counts on social media. But today, this metric is quickly becoming irrelevant.

Why it’s wrong: Followers are great, but engagement is what really matters. A million followers mean nothing if they’re not liking, sharing, or commenting on your posts. Social media platforms like Instagram now prioritise content that sparks interaction over content from accounts users simply follow. With AI curating most of what users see, the number of followers matters less than ever. What counts is creating content that resonates, engages, and prompts action – whether you have 10 or 10,000 followers.

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Ditch the myths and outsmart the competition

Tired of digital marketing myths? A clear plan is essential. At Oban, we cut through the noise to make your international digital marketing stand out. Our experts will keep you ahead and ensure your approach is effective. Contact us today to find out more.

Further reading:

• A guide to backlink analysis for international growth
• The biggest site migration mistakes to avoid
• The biggest tech giants you’ve never heard of

Oban International is the digital marketing agency specialising in international expansion.
Our LIME (Local In-Market Expert) Network provides up to date cultural input and insights from over 80 markets around the world, helping clients realise the best marketing opportunities and avoid the costliest mistakes.