Digital marketing hurdles manifest in various forms and sizes; some are encountered universally across the industry, while others appear unique to specific businesses. In this blog, we delve into the primary issues facing marketing brands in 2023. We’ve also included some advice for those seeking digital marketing remedies to navigate this year’s challenges.
Marketing Challenges #1: Lead Generation and Traffic Acquisition
Marketers are tirelessly focused on procuring traffic that can ultimately be converted. Despite ongoing shifts in privacy and tracking regulations, there’s a silver lining for marketers this year. It’s imperative to reevaluate your digital marketing tactics or approach to generate leads and traffic. For instance, content marketing remains a potent tool for driving qualified leads, so intensifying efforts in this domain is advisable.
When crafting conversion-oriented content, consult your website or social media analytics. Identify the content types resonating most with your audience and the channels driving the highest traffic.
Marketing Challenges #2: Securing and Retaining Top Talent
Due to concerns stemming from the pandemic and inflation, a job market phenomenon known as “The Great Resignation” has emerged. Millions of employees have voluntarily departed their roles in search of something better, be it a higher salary or a more flexible work environment. As digital marketing trends lean towards complexity, the demand for top-notch marketing professionals escalates. Employers are on the lookout for individuals with robust skill sets.
Even after successfully onboarding top talent, retention becomes the subsequent challenge. To address this, it’s crucial to deliberately foster a healthy workplace culture and establish a clear career trajectory for your employees.
Related article: The Great Resignation: How To Attract Exceptional Employees To Propel Your Business
Marketing Challenges #3: Project Funding
Many economists contend that the U.S. is not yet in a recession despite mounting concerns and apparent indicators. Given the current economic downturn, financial apprehension adds to the array of marketing predicaments. Marketers are preoccupied with sustaining current funding and securing fresh financial backing for forthcoming projects, spanning from paid advertising to in-person events, now that we’ve returned to a semblance of “normalcy.”
One way to combat this is by proficiently demonstrating a lucid return on investment (ROI) for your marketing endeavors. This can be achieved by establishing and tracking key performance indicators (KPIs) such as website sign-ups or downloads.
Marketing Challenges #4: Customer-Centric Marketing
The proliferation of platforms and channels has led to a convoluted and non-linear customer journey, underscoring the importance of customer-centric marketing for brands. An omnichannel marketing approach employs integrated online marketing strategies that culminate in a seamless and impactful customer experience across every touchpoint. However, many brands struggle with pivoting their strategy, resulting in a failure to deliver an omnichannel experience.
One common stumbling block with an omnichannel strategy is attempting to disseminate your brand ubiquitously all at once. While that’s the ultimate objective, a pragmatic starting point is to integrate your social media profiles into your company website and email campaigns.
Related article: Why Omnichannel Marketing Is the Key to a Customer-Centric Strategy
Marketing Challenges #5: Navigating Trends
Next on our list of digital marketing challenges revolves around trends. It’s widely acknowledged that staying abreast of trends empowers brands and individuals, especially influencers, to remain pertinent and draw viewership. However, amidst the ceaseless deluge of online content, digital marketing trends are in a state of perpetual flux. Online marketing strategies like social listening and competitor analysis have proven instrumental in crafting trendy content.
In light of this, exercise discernment and engage with trends that are germane to your brand, offerings, and target demographic. Straying from this approach may result in high view counts with minimal conversions.
Marketing Challenges #6: Google’s Ever-Evolving Algorithms
The dynamic nature of search engine optimization (SEO) is largely attributable to the continuous updates to search engine algorithms. Prominent SEO challenges faced by many businesses today encompass underperforming content and diminished search rankings. These challenges stem from the profusion of updates regularly rolled out by Google. The search engine behemoth asserts that it fine-tunes its flagship product, Google Search, thousands of times annually to enhance user experience and outcomes. Nonetheless, such updates often lead to fluctuations in site rankings and render existing strategies obsolete.
In addition to embracing the inevitability of Google algorithm updates, your website content should consistently deliver value to users. To stay informed about the latest Search ranking updates from Google, align your online marketing strategies accordingly.
Challenges in Digital Marketing #7: Advancing AI Capabilities
Artificial intelligence (AI) is in a state of continual progression, and many perceive it as a potential threat to employment. For instance, numerous individuals are experimenting with AI tools for generating content such as blogs. Yet, during a Google SEO office-hours hangout, Search Advocate John Mueller elucidated that AI-generated content falls under the purview of spam and contravenes the search engine’s webmaster guidelines. Nevertheless, Mueller stopped short of asserting that Google can definitively discern between human-generated and AI-generated content.
In light of this, Mueller emphatically warns that should Google identify automatically generated content, its web spam team may take remedial action. You can listen to Mueller’s comprehensive insights on the matter here.
Challenges in Digital Marketing #8: Website Accessibility
Many businesses grapple with implementing website accessibility. However, ensuring your website is accessible guarantees a positive user experience for all potential visitors, including those with disabilities, enabling them to swiftly access your content. For instance, you can affix alt text to every image on your blog to aid those with visual impairments in comprehending the content. Alt texts also serve as metadata that enhances search optimization.
Pro tip: Visit the World Wide Web Consortium (W3C) website. The organization spearheads the Web Accessibility Initiative (WAI) to furnish businesses and individuals with strategies, standards, and resources for making the web more accessible to people with disabilities.
Challenges in Digital Marketing #9: Sustaining Brand Consistency
In this roster of digital marketing challenges, we’ve discussed trends and omnichannel marketing. These two facets of marketing often pose a threat to brand consistency. With trends, marketers may be tempted to impulsively follow the crowd, regardless of relevance. And in the realm of omnichannel marketing, maintaining a consistent brand voice across the myriad channels customers utilize can prove challenging.
To enhance brand consistency, develop or reinforce your brand guidelines with your team. These guidelines should function as a playbook that translates your mission, vision, and values into a cohesive visual and experiential identity.
Additional Common Marketing Challenges
Below, we highlight other prevalent marketing issues you should be cognizant of:
- Email Marketing Challenges
- Social Media Marketing Challenges
- Content Marketing Challenges
Let’s briefly explore these marketing dilemmas.
Email Marketing Challenges: In recent times, the emphasis on data privacy has resulted in challenges within email marketing, such as unreliable email metrics. For instance, Apple’s Mail Privacy Protection (MPP) update preloads email content, including images and pixels, even without the recipient opening the email. To address email challenges, consider focusing on alternative metrics aside from open rates and implement time-based triggers.
Social Media Marketing Challenges: We continue to witness a surge in interest towards short-form video content from platforms like TikTok, Facebook and Instagram Reels, as well as YouTube Shorts. Brands accustomed to marketing long-form video content may find it challenging to adapt to this shift. To address this, consider commencing with the sharing of user-generated content (UGC) or collaborating with influencers.
Content Marketing Challenges: Another issue confronting brands today is the struggle to yield profitable outcomes through content marketing. While many succeed in expanding the reach of their content, it often culminates in precisely that — an extensive reach. For instance, if you exclusively target popular search terms in your blog, you may attract a high volume of users who may not necessarily convert.
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Do any of the aforementioned challenges resonate with you? At Leadshouse, we’re poised to turn the tide in your favor. With our comprehensive array of services, we empower you to surmount challenges ranging from SEO issues to branding hurdles, allowing you to navigate the intricacies of the digital landscape. Reach out to us today!