Given the fact that we live in a digital world today, digital marketing has become more of a necessity than an option for brands to reach out to their customers. Modern customers are now exposed to an array of technology trends than ever before. This gives the opportunity for brands to get in touch with them and market their products or services with ease. However, as the digital landscape continues to evolve, so do the digital marketing challenges. It includes a change in the way people interact online, the software they use, the devices they use, and more. Companies that fail to keep up with the constant changes in the way customers consume and share digital media will have a tough time becoming successful in their marketing efforts. But that’s not all, here’s a look at some of the key digital marketing challenges that companies need to be prepared for in 2018.
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All businesses work on a budget. And in most cases, securing a budget is one of the most prominent digital marketing challenges. The trends in digital media often require marketers to identify new ways to reach out to customers, which obviously comes with a price. But if this overshoots the budget, it becomes difficult to bring new digital marketing trends into practice. It is essential for marketers to identify the right digital media strategies that will help them achieve their goals without going overboard on the costs.
Did you know that almost half the population exposed to digital media do not see most of the display ads that have been released? The major reason for this being bots and adblockers that restricts what is shown to the user. This majorly restricts the reach of the company to the potential customers. Hence, the visibility of the digital media content is one of the major digital marketing challenges faced by companies that market their products and services online.
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Driving traffic and creating leads
The main aim of digital marketing is to drive traffic and induce sales. But this often becomes one of the major digital marketing challenges. The crux of the matter might not be the tactics used – such as blogging, content, website, social, or emails, but this could be due to the lack of enough strategy, execution, and optimization of such tactics.
The private marketplace is the new buzzword in the world of digital advertising. It is a marketplace where higher caliber publishers offer their ad inventory to a selected few advertisers. It’s a way of “Bidding on Premium”, while ensuring quality placements for the brands, and they also reach out to qualified audiences. Private marketplaces are becoming increasingly popular due to brand safety, viewability, and transparency that they offer. One of the digital marketing challenges here is that sometimes the ad inventory becomes insufficient for media buyers to place their content.