South Africa, March 25 -- Often, the reason for this is that brands are still following "conventional wisdom" that has become outdated or which was never true in the first place.

The result is that their campaigns are getting held back by counterproductive practices.

Taken too far, these myths lead to misallocated budgets, uninspired creative and strategies that optimise for the wrong outcomes.

5 myths, realities and implications

There are five common myths shaping digital marketing decisions today, what the evidence actually shows, and what to do differently.

Myth 1: Digital is fully measurable

The myth: Because it's digital, we can measure outcomes with precision. We do not need to rely on guesswork because the data tells us exact...