Digital marketing continues to evolve with many modern trends ruling the market every year. Advertisers get numerous choices to create and implement effective marketing strategies. Even though it is a challenge to reach the right target audience with valuable content at the right time, the numerous marketing tools and techniques in the market make tasks more complicated.
It is not that modern platforms and solutions do not help marketers to come up with effective marketing strategies, the fact is that with every new opportunity, there will be some kind of challenges involved.
Common digital marketing challenges
The COVID-19 era increased the need for digital marketing. It is considered to be a potential tool to communicate with existing and new customers. The pandemic brought drastic changes in the consumer behavior and buying patterns of customers. With many restrictions implemented, people had to live a life extremely different from what they were used to, which brought a change in activities including shopping.
The change in consumer behaviors has forced marketers to find new strategies as it is difficult to travel alongside customer expectations to stand out in the competitive market. The digital marketing industry is currently undergoing a transitional phase. Here are some of the major challenges faced by the industry.
- Customer-centric market
It is not easy to adopt a customer-centric approach as the expectations and needs of the customers keep on evolving. Therefore a customer-centric strategy is essential for marketing to find success. A lot of customers have agreed that the experience they get from one industry has a huge influence on their expectations of the other brands. Personalized offers are also gaining traction in the market. Along with understanding their expectations and needs, customers expect brands to treat them well.
- Creating engaging and relevant content
Video and audio content are gaining more popularity, bringing drastic changes in the perception of engaging content. Even though this trend has been in the market for a while, the demand for engaging content is increasing. Therefore, digital marketers have to create innovative, new ideas to develop valuable content and to communicate in exciting, new ways that can impress the target audience they focus on.
- Adhering to data-sharing and privacy regulations
Most customers are well aware of the way companies use their personal information and they expect more transparency. Digital marketers have to adhere to privacy regulations that are constantly evolving and eliminate third-party cookies on their websites. As the internet has helped to reach a wider audience, marketers must ensure that they follow the rules and regulations of every country they target.
- Mobile-friendly strategies
A lot of customers rely on smartphones for shopping and browsing. It is found that more than half of the shopping is done through mobile phones. Therefore, digital marketers have to make sure that their website is mobile-friendly. With the pandemic phase, people are spending more than 25% of their time on their smartphones. Therefore, they might leave a site that is not mobile-friendly without a second thought.