Why your digital marketing isn't working anymore

Digital marketing isn't broken—it's simply evolved. Many businesses face declining returns from previously reliable tactics like paid search and social advertising. Understanding why this has happened is the first step to fixing it.

The Major Changes in Digital Marketing

The digital marketing landscape has shifted dramatically in recent years. Here are the four most significant changes:

1. Privacy Updates Have Limited Targeting

Apple's iOS 14 privacy updates have significantly limited Meta ad targeting capabilities. Users can now opt out of tracking, which means advertisers have less data to work with when building audiences.

2. Algorithm Changes Prioritise Quality

Google's algorithm now prioritises helpful content over SEO shortcuts. The days of keyword stuffing and thin content are over. Search engines want to surface content that genuinely helps users.

3. Longer Buyer Journeys

Customers now take longer to make purchasing decisions. The instant conversion is becoming rarer as buyers do more research, compare more options, and take their time before committing.

4. Reduced Organic Reach

Social platforms increasingly favour paid content over organic posts. Building an audience through organic reach alone is harder than ever.

What Still Works

Success in today's digital marketing environment requires a different approach:

- Strong product-market fit - No amount of marketing can fix a product people don't want
- Platform-native, audience-relevant content - Content that feels natural to each platform
- Full-funnel strategy - From discovery through retention, not just acquisition
- Focus on customer lifetime value - Long-term relationships over one-time sales
- Brand building and trust signals - Credibility matters more than ever

The Right Approach

Before spending on paid advertising, audit these foundational elements:

1. Offer clarity and appeal - Is what you're selling clearly communicated and genuinely attractive?
2. Website conversion capacity - Can your site actually convert the traffic you send to it?
3. Trust-building content - Do you have content that builds credibility with potential customers?
4. Navigation and funnel guidance - Is it easy for visitors to take the next step?

Start With the Foundations

We recommend prioritising SEO and conversion rate optimisation as foundational elements before scaling paid media. These investments compound over time and reduce your dependence on increasingly expensive advertising platforms.

The businesses seeing the best results aren't those spending the most—they're the ones who've built solid foundations first.