Why going digital is not your solution

Recently, I've seen an onslaught of ads pop up on a certain theme. "Digital Marketing", "Become a digital marketing expert".

And you hear advice and conversations revolving "going digital" for your business. Sure, going digital is the way to go (i'm biased) but I'm getting tired of the message. I understand, though a lot of businesses have not gone digital, and of course they know going digital is one of the solution but why haven't they gone digital?

Going digital doesn't mean you see a rapid increase in sales. Doing digital right might.

Going digital doesn't mean you run things more efficiently. Doing digital right might.

Unless businesses understand why digital and what digital can do, working with partners or employees to implement it, going digital would forever be a strategy, on paper.

For example, a business may seek a digital presence by establishing a website. That's a great first step, that's part of doing digital but is it doing it right? If the core attitude towards digital doesn't change, nothing does. If you have a product website, did you make sure your content is updated? Did you make sure that people know about your website, does your namecard reflect your website, social media links? Do you make sure that your website has a contact form/chat feature for people to reach you, do you know how many people and from where these visitors are, these are just a few of the necessary things you need, digital is not just a website, but a whole idea and mindset change is needed to move beyond just the website, it's about using (I feel adopting would be a better word) digital to market your brand and products.

I've heard stories of some SMEs going into social media (Facebook for that matter) (setting up pages/some use profiles) just because it's "hip" or their friends have advised them to do. The thing about social media is, and I say it quite bluntly, unless you have something really "viral" in nature, chances are you are not going to get a massive reach by doing nothing. Posting up content is something, but could be better. If you are not going to have a massive reach, who then are you setting up the account for? This is what I mean by "doing digital" but not doing it right. It's almost akin to buying a packet of premium seeds and scattering across the field and expect nature to take its course. You don't water, you don't take out the weeds, you don't prevent wild animals from ravaging your fields. What the hell are you doing then? You are farming, but you are not farming it right.