Why Most Digital Marketing Fails: The Difference Between Attention and Action
By Jerry Nyazungu, The Chartered Vendor
It's that crazy season when every company is crafting its 2026 strategic plan, and the trendiest phrase in every boardroom is: "We need to invest in digital marketing!" But let's be honest—most companies think digital marketing is just making digital flyers. It's time for a reality check.
The "Digital Flyer" Epidemic
Suddenly, every business from a funeral parlor to a carwash has a social media strategy. The problem? Most of these "strategies" involve posting the same kind of content: a digital flyer. If I see one more poster that says “We are the best, call us today” with five emojis and no story, I might just report the page for extreme boredom.
People on social media don’t wake up saying, “Hmm, I feel like reading a flyer today.” They want stories, humor, and authenticity.
Many companies either get an internal employee who once did graphics in college or hire a freelancer who only knows how to copy competitor templates. They then proudly announce, "We're now doing digital marketing." Please, my friend, posting 10 flyers a week is not digital marketing. It’s just digital noise.
The Illusion of Success: When Likes Don't Pay Rent
Before you copy what your competitor is doing, ask yourself: does social media actually convert for my product? Take Mambo Chicken, for example. They were trending. They had the memes, the jingles, the noise... but what happened? They closed shop.
Why? Because likes don’t pay rent. If those comments and shares aren’t turning into customers, you’re just entertaining people for free.
The Real Strategy: Brand or Leads?
When you’re on social media, you must be clear on your objective. Are you there to build a brand, or to generate leads? Very few companies do both successfully. KwaTerry is a great example of a brand strategically using social media to build a strong presence and generate actual leads, especially in rural markets. Meanwhile, Gava Restaurant doesn't make much noise online, yet they’re killing it on the ground. Some of you are shouting on Facebook, but your shop is emptier than a kombi at midnight.
Before you add "Digital Marketing" to your 2026 strategy, ask these simple questions:
- Why are we on social media?
- Who are we trying to reach?
- What do we want them to do after seeing our content?
Don’t just post. Strategize.
Don’t just get likes. Get clients.
And don’t just follow trends. Understand your market.
In business, it’s better to have 10 customers who pay than 10,000 followers who clap.
About the Author
Jerry More Nyazungu is a prominent Zimbabwean business consultant, speaker, and entrepreneur. He is the Founder and Group CEO of the M&J Group, a business and management consultancy firm operating in Zimbabwe, Zambia, and South Africa.
Born in the rural areas of Watsomba, his journey began as a street vendor in Glenview to fund his studies. He eventually qualified as a Chartered Secretary, earning him the title "The Chartered Vendor," which is also the name of his book chronicling his inspiring journey.
Jerry's business philosophy is built on several key principles:
- Reinvest in the Business: He urges entrepreneurs to sacrifice personal luxury in the early years to build a strong company foundation.
- Invest in People: Believing that businesses are built by people, he advocates for hiring slowly and firing fast to maintain a high-performance team.
- Lead in Sales: Nyazungu insists that sales are the lifeblood of any business and that the founder must always be the number one salesperson.
- Work to Learn, Then Earn: He advises young people to prioritize gaining knowledge and skills early in their careers, as earnings will naturally follow.
David (Solar Sales)