A beginner’s guide to beating the 4 challenges of digital marketing


The world of online marketing possesses many challenges to most marketers regardless of their industry. It’s easy to get lost in a realm where change is constant and marketing techniques and tools can easily become outdated. Fortunately, the obstacles confronted by every emerging digital marketer have already been faced and overcome by those before them.

If you’re making the transition to digital marketing, you may be overwhelmed by the challenges this modern business practice has to offer. Here are the four most common marketing challenges that you need to know about and how you can overcome them:

1.     Lack of visibility

Unless digital marketers have enough budget for paid online advertising, most organic content distributed over the social web can go unseen by their targeted viewers. To ensure visibility and effective reach, you must know where your prospective customers are and optimize these channels to your advantage. Creativity also matters, since formatting of advertisements and content quality can affect the viewers’ response to your promotional materials.

2.     Constant SEO algorithm changes

Search engines, especially Google, change their SEO algorithms and protocols from time to time, which can cause confusion among marketers. The best way to respond to this problem is to always look out for announcements of upcoming SEO updates and act on them as early as possible. There are many reference sites that publish guides on how you can adopt to each update, so you just need to take time to study, observe, and experiment a bit to find the best practices around them.

3.     Costs

Digital marketing campaigns can only help brands establish relationships with their customers if businesses can reinforce strategies through more marketing efforts, such as through social media, email, or mobile marketing. This long-term process requires financial investment. In order to avoid spending too much, analyzing your audience can help you prioritize the channels that you will use. Evaluating each marketing campaign in terms of reach and return on investment (ROI) are also valuable measures that can help you redesign your marketing plan to save money.

4.     Measuring success

Your task doesn’t end with just marketing your brand online. You also need to use advanced analytics tools to measure the value and success of each of your marketing campaign, including its gathered leads, buyers, and revenues. That way you can anticipate your next move. And once you’ve implemented your strategies, you need to monitor your progress to understand if you’re on the right direction, and measure your success to know what aspects of your strategy is helping drive you to your goals and eliminate or modify those that aren’t as effective.

Every digital marketer faces tough challenges when promoting a brand online. Some may have difficulty in generating leads, while others don’t know how to convert these leads into buyers. The unfortunate ones, however, are simply not getting enough attention and website traffic. Understanding the four challenges above can help you become more prepared as you begin your journey in spreading brand awareness online.



About Alistair Roque

Alistair Roque works as a content writer and blogger for Open Access BPO, a Makati-based outsourcing firm. After spending his early professional years as a marketing communications professor, he joined the outsourcing industry and used his writing skills to help firms with their marketing and research endeavors. At present, he spends most of his time writing about modern marketing tools encompassing all forms of media including mobile, e-mail, social media, and other digital platforms. He also gives tips on branding strategies, search engine optimization (SEO), and content marketing.

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