We’re debunking 4 prevalent digital marketing myths to expose a more profound truth about what truly drives results today.

 “It was a rainy night. It was the myth of a rainy night.” 

― Jack Kerouac, On The Road

 

Digital marketing, like any field, is full of myths—misconceptions about specific topics that are simply false and can throw us off track.

In the article below, we’ll explain and “bust” 3+1 of these myths, using both our experience and statistical facts.

 

Myth #1:
Email marketing is outdated and ineffective.

Truth #1:
Email marketing continues to boast one of the highest ROI (Return On Investment) among all digital marketing channels. It’s a direct and personal way to communicate with an audience that has already given their consent to hear from you.

According to Statista (2023), the number of email users worldwide reached 4.37 billion in 2023 and is projected to grow to 4.89 billion by 2027.

Consequently, it remains a powerful tool for customer loyalty and re-engagement. Investing in a successful email marketing strategy also helps in collecting first-party data. Furthermore, available tools facilitate and optimize segmentation, personalization, and automations, making email marketing increasingly effective.


Myth #2:
Negative comments and bad reviews should be deleted immediately.

Truth #2:
There’s a common misconception that a negative review is bad for a business’s image and that the best way to manage it is to make it disappear so potential customers don’t see it.

Deleting negative comments (unless they are abusive or spam) shows a lack of transparency and can further enrage the dissatisfied customer. Thoughtful management of negative feedback can actually be turned into a positive experience.

Even in the case of a genuine mistake, properly handling a negative review shows that the business listens, cares, and is willing to solve problems, as it’s a living entity. Besides, a profile with 100% perfect reviews often looks fake, right?


Myth #3:
Strategy isn’t necessary.

Truth #3:
We often confuse activity with effectiveness, and there’s a common belief that “doing things” in digital marketing—like uploading stories, occasionally running an ad for likes, or writing a blog post whenever there’s time—constitutes a form of marketing. In essence, this approach turns marketing into a list of disconnected actions rather than a cohesive plan.

Marketing without a strategy is like a journey without a map. We might, by chance, reach our destination, but most likely, we’ll end up somewhere else since we don’t know the route, while simultaneously wasting time, energy, and money. A lack of strategy leads to:

  • Wasted resources, as we spend money on ads that don’t target the right audience or lack a clear objective.
  • Inconsistent messaging, since the brand speaks with a different “voice” on each channel, confusing the audience.
  • Focus on the wrong metrics, as we might track likes and followers (vanity metrics) but don’t observe an increase in sales or quality customers (business metrics).
  • Missed opportunities, because we can’t connect the dots.


Myth #4:
B2B Marketing only happens on LinkedIn, not on platforms like YouTube or Instagram.

Truth #4:

Many businesses targeting other businesses (B2B) mistakenly believe their audience—executives, owners, decision-makers—resides exclusively within the professional environment of LinkedIn. They consider platforms like Facebook, Instagram, or YouTube to be purely B2C (Business-to-Consumer) channels, thereby missing out on tremendous opportunities.

The truth is, professionals and decision-makers are, first and foremost, people. They don’t stop using the internet outside of LinkedIn. The solution lies in approaching them with the right content, within the appropriate context that each platform offers.

Statistics confirm this reality:

  • YouTube for Research: 70% of B2B buyers watch videos during their purchasing process. YouTube is the second-largest search engine globally, where executives look for reviews, tutorials, and case studies. (Google, 2024)
  • Facebook for Information and Targeting: 54% of B2B marketers report Facebook as one of the most effective channels they use. Furthermore, according to Statista research (2023), over 3 billion people use Facebook monthly, including executives who also use it for professional updates in closed groups or by following industry pages.
  • Generational Reality: 47% of Millennials (a generation now holding many key positions) are involved in B2B decision-making. This generation uses multiple platforms daily for research and communication. (Forrester, 2024)

The analysis of the myths above reveals an even greater truth about the current state of digital marketing: the imperative need to transition from established myths to continuous evaluation, through three key approaches:

  • From simply executing disconnected actions to adopting a cohesive strategy.
  • From assumptions and generalizations to empirical evidence through data and statistics.
  • From the monologue of mass promotion to the two-way dialogue built through interaction.

In a constantly changing environment, effectiveness is no longer based on adopting fixed views, but on continuous questioning, adaptability, and the ability to synthesize quantitative data with qualitative human insight.

Consequently, the key to success and effectiveness isn’t just implementing tactics, but the continuous curiosity that asks “why” behind every action! 😉

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