To a layman, it may seem that the times have never been better to be a marketer.
Anything a modern-day marketing specialist might need to keep their job running smoothly, is right there, at their disposal.
They have tools to keep track of their metrics, email automation platforms to send campaigns and various kinds of software to find the most powerful keywords.
But the advantages marketers have don’t come alone, as they face many obstacles while navigating between the ever-growing demands of the market and their consumers.
Here are the five biggest challenges of modern-day marketers.
Generating Quality Traffic and Leads
According to Hubspot, 63% of marketers claim that the biggest challenge they’re facing is generating more traffic for their content, and getting more quality leads that they can use in their marketing campaigns.
The situation in the world of marketing is, indeed, very complex – the market is overcrowded with the competition, and there is a constant increase in the number of platforms that marketers can use to publish and promote their content.
With so many options to chose from, no wonder that marketers find it very difficult to decide what to put their best efforts in.
When it comes to creating content that brings traffic and more quality leads, modern-day marketers could benefit from producing more content that is:
- optimized for search engines,
- based on the thorough knowledge and understanding of their buyer personas.
Besides knowing their customers’ needs and pain points, marketers should also be aware of what type of content their customers want to see more of, and which channels they are most likely to use to find it.
Increasing Customers Expectations
Due to the latest technology developments, customers are becoming more demanding – they are always just a click away from churning and never coming back if their expectations are not met.
Customers now have 24/7 access to information, whenever and wherever they want it. They are very keen on informing themselves well and exploring their options before making any purchasing decision.
The modern-day marketers’ success is not only in providing their customers with relevant information. It’s also in offering a great user experience their customers are not likely to forget – a highly targeted and personalized one, in a timely manner.
Fortunately, with an abundance of the latest technology solutions, marketers nowadays have many tools at their fingertips to deliver such exceptional experiences, with no extra hassle.
Using Technologies and Tools
However, the choice of which technologies and tools to use to achieve their marketing goals is a challenging one. There are a lot of shiny new toys and gadgets promising great results, but most of them fail to deliver on their promises.
Still, without the right tools, that can help them do more in less time, they can hardly expect to see any significant results and gain a competitive edge. Some of the tools marketers should definitely have in their arsenal are:
- Social media management tools to easily handle posting on their social media platforms.
- Analytic tools to keep track of actions people take with their website and to monitor other metrics.
- Automation tools to nurture the prospects and move them through the sales funnel.
- Customer Relationship Management (CRM) software to keep data on your customers, organize it, and provide valuable insights.
Even though automating certain marketing tasks is a great advantage, it can also be a roadblock to some marketers.
According to Upskill Coach, one of the greatest challenges modern-day employees face is keeping up with constant changes at work. This is especially true for automation, as many fear they soon might be replaced by artificial technology or robots and face even greater competition in the workforce.
Large Amounts of Data
Advanced technology has provided marketers with large amounts of data. Still, if not structured and standardized, such data can be overwhelming and confusing, and further complicate their job.
The only way marketers can take advantage of such data and get actionable insight from it, is once again, by leveraging technology. Artificial intelligence and big data can identify different patterns and give meaning to large amounts of unstructured information, bringing digital marketing and businesses to a whole new level.
If they want to stay competitive, just like in the case of automation, digital marketers need to keep working on their professional development, constantly learning and upgrading their skills.
Measuring and demonstrating the return of the investment (ROI)has always been a challenge for marketers.
Without such input, it’s hard for marketers to determine the effectiveness of their campaigns and content, and sometimes, even to secure more budget for certain marketing activities. Even with measurable data about the effects of marketing on revenue growth, 60% of marketing directors find their contribution is not taken seriously by the company.
To overcome these challenges, companies need to establish a strong link between marketing activities and sales results. This way, they can determine the effects of various marketing techniques on the number of leads and customers.
Modern-day marketers who want to stay at the top of the game need to learn how to use all the advantages technology brings to their own benefit, and constantly expand their skillsets and knowledge.