The marketing landscape has changed drastically over the last decade. Previously, the field of marketing used to be heavily driven by gut and creativity. It was difficult to ascertain how big of an impact it had on consumer choice and psychology, separating it from other macroeconomic drivers.
Also, the mass marketing was heavily standardized, with the same content pushed by the brand out to all the audience, regardless of their demographics or unique interests. Hence, marketing was challenging to monitor, and business owners would often complain about the lack of visibility into the marketing spend and how it translates into improved sales for the brand.
Digitalization has completely transformed the dynamics of marketing. Digital marketing has been growing exponentially in use and importance, and skills in the marketplace have evolved. Digital marketing uses multiple mechanisms, from social media to websites, search engines, etc. Winning in the digital world for brands requires them to work through various tactics, and to tie them to a well-defined strategy and KPIs to drive effective change.
Challenges in Digital Marketing
Digital marketing can be used to drive sales, build brand awareness, collect leads, retain customers, and roll out promotions.
There are several challenges in digital marketing that brands must contend with, to become successful with their digital marketing strategy.
1. Identifying the buyer persona
Buyer personas are a core component of the marketing toolkit. A rich understanding of your target audience, using surveys, focussed user groups observation, etc. will make it easier to design and develop the right content and deliver the correct message.
2. Building an attractive website
Your website is crucial to attracting traffic from different regions and converting them into leads for your business. But, websites have to look top-notch professional and deliver excellent user experience; otherwise, the outcome will be difficult to achieve.
According to a survey, more than three-fourth of users say that they consider the website design to be an important factor in judging the credibility of the business. Sleek, modern website design and layout will also create higher engagement with the user
3. Content creation
There are millions of active websites out there on the internet, all trying to grab the attention of limited viewers- so, how do you ensure that your value proposition is reaching out to your target audience? This is one of the challenges in digital marketing, and where the role of content becomes vital.
Good quality and relevant content will strike a resonance with your target audience and help them to discover value in you. Good quality content will encourage engagement and help you to occupy mind share with your target audience. But, first, you need to ensure that your content is visible and accessible; and here, Search Engine Optimization becomes very important. Regularly creating content is a significant challenge, especially if you are short on resources.
4. Promoting content
It would not be useful if you have created your content, but people are not reading it. While SEO is essential, you also need to actively promote your content so that you ensure that your content is reaching out to the audience. Social media is a crucial channel, because, over social media, you can keep developing and adding more fans and followers over time with consistent and quality content.
Email is another channel; you can keep building the list of subscribers and keep pushing your content over this subscriber list. With so many channels available, it can get challenging to strategize and focus; hence, depending upon your business dynamics and resource availability, it may become necessary to narrow down your efforts to maximize the outcome and to address the challenges in digital marketing. Learn more about how content marketing helps sales.
5. Mix and Match Strategies
You should use the website, content, social and promotion strategy in sync to generate leads and drive nurture campaigns on your existing audience – The inbound philosophy will guide you along with the flywheel – attract, convert and delight.
As a brand marketer looking to scale your company to higher successes, you need to make strategic and calculated plans to improve your campaign performance and efficiency as well as keep pushing leads on this flywheel.
Check out: Digital Marketing Project Ideas
6. Keep up with the trends
Keeping up with the digital marketing trends to identify new things and keeping customers first presents another set of challenges in digital marketing. One good way to stay abreast of the latest trends in the web market is to use platforms like Google Alerts, Feedly, Buzzsumo, etc. Also, follow influencers on social media, who would keep you updated.
Alternatively, you can subscribe to newsletters and reports to get updates directly delivered to your inbox. New platforms keep on emerging where you can promote your brand; new technologies keep evolving that you can take advantage of. You can also check out our blog where we regularly publish the latest digital marketing trends.
7. Encouraging more conversions and interactions
There would surely be a lot of competition in your market as well. With so many websites to choose from, how do you ensure that you stay right on top of your prospect’s mind? The best way to answer this would be by encouraging them to have conversations and interactions with you on your website.
Deep engagement and interactive experience will make it more likely for them to remember you for longer. It would also be more suitable for you to capture them as your lead and push them into your marketing funnel. Chatbots are a tremendous revolution here because they provide 24*7 availability. Today’s chatbots have become sufficiently sophisticated, as a result of Natural Language Processing and Machine Learning, eventually helping in addressing the challenges in digital marketing.
Finally, the most important thing for you is to get a budget for all these things and to convince your management of your project. Digital marketing will demand you to work with multiple tactics and across various channels. Consistency is critical because the results would grow over time. Unless you prove your value and convince with your efforts, your stakeholders are likely to begin developing nagging doubts. Hence, stakeholder management is going to be very crucial here.
It means forthright communications and setting clear expectations at the beginning of the project. Also, you will need to have a solid understanding of the business outcomes expected as well as the key terminologies and market dynamics to make successful navigations.
With so many tactics, you would need resources across the areas which would take up tasks and responsibilities. Therefore, getting your management and senior stakeholders convinced in your project and approving funding are crucial tasks and one of the significant challenges in digital marketing.
Also Read: Digital Marketing Salary
The Final Words
This is the Future of Marketing as time pass and more and more people get on the internet,so you got to upskill yourself with Digital Marketing Programs
Remember that consistency is key, and by adding a bit of creativity, you can create a world of difference and build a recognizable, relevant brand presence. By investing strategically into digital marketing toolkits and efforts, you will be well on your way to develop and nurture a strong brand presence and reputation. You can keep leveraging these tactics to attract high-quality leads, engagement, conversation, and growth of your business.
To help you prepare for this new future and to successfully address challenges in digital marketing, at upGrad, we have several courses to help you learn the skills and techniques one of which is PG Certification in Digital Marketing and Communication. Visit our website to explore more courses related to your field and give wings to your dreams.