Digital marketing has become a powerful tool for communicating with new and existing customers. Below are some challenges that companies face when applying digital marketing in doing business:
Complex digital tools
One of the most significant obstacles is complexity of digital knowledge and the tools required to fully apply them as key tools are becoming more and more complex. Knowledge levels in social media, Search Engine Optimization (SEO), and usability have all decreased slightly. User expectations in these areas increase, as does brand adopt more complex applications, websites, and social media. So the opportunity for improved digital journeys and experiences has grown dramatically to meet user expectations. As a result, the level of skill required to fully use these tools has risen.
Creating engaging content
As video and audio have gained popularity, the concept of engaging material has changed dramatically in recent years. Though this is not a new trend, the demand for attractive and engaging content keeps growing. Agencies are challenged to develop fresh, unique concepts for presenting content and interacting in new ways that are relevant to the audiences they are aiming to attract. During the pandemic, we saw the growth of Tiktok as a potential platform for company growth, but this is just one example of a rapidly increasing trend toward video output.
Gaining traffic and leads
The number one challenge for marketers is that getting traffic and leads appears to be to become more and more difficult as more platforms become available. Many business owners invest all of their time to social media, sharing numerous posts every week with no result. To stimulate people's interest, generate content that target audience desires is a must. Companies have to identify audience first. Create buyer personas based on consumer surveys, market research, and any other information. Once having a better understanding of your audience, businesses can begin to take actions that actually speak to them, resulting in an increase in traffic and leads.
Applying omnichannel marketing strategy
Customers are becoming more active across many devices and platforms. It is no longer possible to concentrate all of efforts on a single channel, such as email or Facebook. It is vital to ensure followers, subscribers, and customers to stay connected no matter where they travel. Concentrate on the platforms where target audience is active. The idea is to deliver a consistent experience that allows users to move easily from one channel to another. In emails, for example, provide links to social media pages and website.
Developing mobile-friendly approach
People are using smartphones and tablets to browse and shop more than ever before. It is important for companies to ensure their website is adapted for mobile viewing. Make a priority to ensure that users can simply add products to their online shopping basket, check out, and pay using mobile devices and keep in mind that huge photos and videos may also take longer to load for mobile users.
Source: cim.co.uk, roionline.com