(Because the future doesn’t forgive what you keep doing like in 2012)
Today, digital marketing isn’t a channel: it’s the ecosystem your brand lives in.
And even though technology changes, there are mistakes that are repeated as if the algorithm had never evolved.
The difference between a team that scales and one that survives?
It’s not what they do… it’s what they don’t do.
Here are the 10 deadly sins that too many digital marketing teams continue to commit.
If you’re a CMO, this article is a mirror, a guide, and a compass.
Not having a clear strategy
“We publish, we run campaigns… and we see.”
How to redeem yourself:
Start with business objectives, not channel objectives.
Define audiences, messages, objectives, KPIs, and progress.
How to redeem yourself:
Start with business objectives, not channel objectives.
Define audiences, messages, objectives, KPIs, and progress.
Living post by post
“What are we posting on Instagram tomorrow?”
Day-to-day life eats away at your mid-term vision.
If your content is improvised, so is your brand.
How to redeem yourself:
Have a 60-90 day editorial plan, with integrated campaigns, launches, and clear visibility windows.
Thinking that branding and performance are at odds
“This doesn’t give us any leads, so it’s no good.”
Classic mistake: measuring everything as if it were a direct conversion.
Branding also sells. It just doesn’t always sell in clicks.
How to redeem yourself:
Define metrics for each stage of the funnel.
What doesn’t convert today can be decisive tomorrow.
Fragmenting channels without a unified narrative
“The social agency does this, the paid agency does that, and the web team, we’ll see.”
If each channel goes its own way, your brand becomes fragmented.
And that’s noticeable, perceived… and paid for.
How to redeem yourself:
Every channel must follow a core idea, a defined tone, and visual and message consistency.
Underestimating the user
Thinking that audiences only want things that are “quick and easy” is treating them as if they don’t think.
Today’s users want utility, depth… and respect.
How to redeem yourself:
Make content agile, yes. But make it add value, spark thought, and invite action or reflection.
Thinking that investing in Ads is enough
“We have a monthly budget… that’s enough to cover us.”
A poorly targeted campaign is a bottomless pit.
And without quality content, not even the best ads can save your funnel.
How to redeem yourself:
Activate campaigns with clear objectives, tested creatives, and landing pages that convert.
Paid media without a strategy is just a waste.
Measure what shines, not what matters
Many teams continue to celebrate ego metrics: likes, views, clicks that don’t convert.
What about leads? LTV? Organic brand traffic?
How to redeem yourself:
Measure real impact. And if you can’t measure it… question it.
Not having your own tone
“Our content is like everyone else’s… but bluer.”
If your brand sounds the same as the competition, You’re competing on price, not perception.
How to redeem yourself:
Create a recognizable tone, with personality, and soul.
Make yourself recognizable without even seeing the logo.
Ignoring AI (or using it recklessly)
Either they fear it, or they use it as if it were a magic wand.
AI doesn’t replace strategy. It amplifies talent.
How to redeem yourself:
Incorporate AI into your workflow: data analysis, content optimization, creative prototyping. But don’t delegate thoughtlessly.
Don’t outsource when you should
Having an in-house team is fine.
But expecting them to do strategy, creativity, ads, content, analytics, and execution on a daily basis… is unfeasible.
How to redeem yourself:
Work with a strategic, senior, and proactive external partner.
Someone who not only executes tasks, but also provides direction.
Digital marketing no longer allows you to improvise.
Or be slow. Or sound generic.
The market advances, your consumer changes, and your brand must be more coherent, more human, and more strategic than ever.
