Every B2B marketer today has a unique set of challenges when attempting to build a market for their brand in the ever-advancing and increasing digital environment. While most brands want to accomplish the same objectives through similar channels, the challenges encountered differ. Simply put, there is always room for improvement in digital marketing strategies. The trick is to figure out where challenges lie and what goals marketers are pursuing.
The CMO Survey by Deloitte reports that 72% of marketers believe that the importance of marketing has increased during the pandemic years.
Given the numerous changes in consumer behavior over the past 18 months, digital marketing has developed into a potent instrument for connecting with both potential and current customers.
Individuals are compelled to live distinctly as a result of numerous limits on daily activities. So, they are buying and spending their time in various ways.
Also Read: Three Factors B2B Marketers Must Consider for Effective Digital Marketing Budget
Digital marketers are being compelled by changing consumer behavior to alter their strategy as it becomes increasingly challenging to fulfill customer expectations, maintain a competitive edge, and stay abreast of new technology. It’s no surprise that the existing state of digital marketing is one of transformation and other challenges. Let’s look at some common issues with digital marketing and how to address them.
Adhering to privacy and data sharing laws
Regulations like the GDPR will remain in place. If anything, marketers should anticipate seeing more of this type of legislation globally. Marketers must adhere to all laws governing a population in their target audience because a website may attract visitors from any nation. They also need to ensure their website is clear about its cookie, data-sharing, compliances for privacy and data storage policies. For instance, GDPR places time restrictions on how long marketers may retain visitor data.
Marketers should ensure to increase email deliverability in addition to GDPR compliance (and all subsequent versions thereof to ensure that subscribers to their email list continue to get their emails in their inboxes rather than the spam folder.
An assessment of heightened security concerns
Marketers have seen instances of online security breaches. The media and news keep it current. As more data is exchanged online, hackers have more motivation to identify security loopholes. Shopping, paying bills, submitting applications, ordering copies of important documents, and so much more are maintained online for convenient access, making these locations a gold mine for hackers and criminals. Since the majority of the work is done online, entering the world of digital marketing does have a cost in terms of security breaches. Security poses a challenge.
Also Read: The Significant Role of Big Data in Digital Marketing
Making interesting content
As video and audio have become increasingly popular in recent years, the concept of engaging content has changed drastically. Although it might not be a new trend, the demand for intriguing and interesting content is growing. It might be difficult for agencies to come up with fresh, creative ways to offer content and communicate that are appropriate for the target demographics.
Improving marketing spending and ROI
Marketers are now required to optimize marketing budgets and Return on Investment (ROI) to best meet the needs of the business in light of the proliferation of digital channels and sophisticated analytics tools. To reach the final objective, which is the volume of leads produced or the number of funds raised, they are expected to evaluate each effort and its value.
Marketers need to frequently leverage the potential of Machine Learning (ML) and thorough analytics. A skilled marketer might value every lead that is produced as a result of digital marketing. To optimize their efforts for significantly better results, marketers must comprehend the effect of each digital campaign on lead generation and try different variations and methods of reaching out to their target demographic.
Marketers should consider the outward efforts made by the company and the outcomes they are getting should consider as they evaluate the digital inbound results.
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