Digital marketing challenges have become a powerful tool for communicating with new and existing customers, with the past 18 months bringing about a series of changes in consumer behaviour. However, throughout the various constraints in our daily lives, people remain forced to live differently and consequently to shop and spend time in different ways.
The change in consumer behaviour is forcing digital marketers to change their strategies because it is increasingly difficult to keep up with customer expectations and maintain a competitive advantage while keeping up with the latest technology. It’s no secret that digital marketing is currently going through a transition period with other challenges, including:
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1. A Customer-Centric Marketplace – Digital Marketing Challenges
Taking a customer-centric approach is no easy task, especially considering that customer needs and expectations constantly evolve. While using a customer-focused marketing strategy is key to success, according to a Salesforce study:
66% of customers say their experience in one industry influences their expectations of others
52% of customers expect offers always to be personalized
66% hope companies understand their unique needs and expectations, but 66% say they treat them like numbers.
Only 48% of customers say they generally trust companies
2. Create Compelling Content – Digital Marketing Challenges
The definition of engaging content has changed exponentially in recent years as the popularity of video and audio has overgrown. While this isn’t necessarily a new trend, the need to create engaging and engaging content continues to grow. As a result, agencies challenge to develop new and innovative ideas for presenting and communicating content in new and exciting ways relevant to the demographic they are trying to reach.
3. Comply With Privacy And Data-Sharing Regulations – Digital Marketing Challenges
According to Salesforce, only 27% of consumers fully understand how companies use their personal information, and 86% want more transparency.
Digital marketers must contend with ever-evolving privacy regulations and the phasing out of third-party cookies. In addition, as they continue to attract more and more visitors to a website from around the world, agencies must ensure that they comply with laws that cover a population in whatever country they are targeting.
4. Mobile-Friendly Approach – Digital Marketing Challenges
Customers are browsing and shopping on smartphones and tablets more than ever before, with other than half of all internet traffic shopping from a mobile device. Also, agencies must ensure their websites are optimized for mobile viewing. According to a report by App Annie, Covid has “forever” changed consumer behaviour on mobile, with consumers spending 25% more time on their mobile apps than ever before.
5. Multichannel Marketing Strategies – Digital Marketing Challenges
Businesses need to invest in omnichannel efforts, from email to social media, from their websites to search engine ads, and from store apps to third-party messaging platforms. Marketers must deliver a consistent message across all of these channels and personalize it! According to Salesforce research, 74% of customers used multiple channels to initiate and complete transactions.
To successfully navigate current and emerging marketing trends, you need the right digital marketing team to capitalize on these opportunities and effectively drive results. According to Gartner, 35% of marketing leaders believe that one of their biggest challenges is building more synergistic relationships across their organization to communicate their digital marketing vision better. As a result, digital marketing leaders will need to harness effective cross-functional teams’ talents, which starts with hiring the right talent.