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Every job has its own trials and tribulations. And the challenges digital marketers face are no exception. Now that the field is growing and technology is advancing, some things get easier. It is now so much easier to analyze existing consumer data to predict future behavioral patterns, for example.
We just let a computer with machine learning software to do it. But that doesn’t mean that the job has no challenges. Every day, we encounter obstacles that might not have existed in the past, which calls for constant innovation problem-solving. Let’s look at what some of them are.
Right from innovating to keeping up with the competition and latest industry trends, here are some challenges digital marketers face daily:
Although it may not seem like it, the worldwide web isn’t exactly worldwide. Reach is one of the biggest challenges digital marketers face. Much of the world’s population still doesn’t have access to the Internet. And another large portion doesn’t access it regularly. Digital marketing doesn’t have the reach that some other mediums do. Therefore, proliferating certain audiences would be impossible.
Mandarin Chinese, Spanish, and Hindi are some most spoken languages in the world. These languages have more native speakers than English. So, how effective do you think a westernized model of marketing would be to a non-English speaker? A perfectly good campaign in one language may not appeal to a non-native speaker of that language. Culture is contextual, and it will lose nuances.
What this means is that a good chunk of potential consumers will we will miss a good chunk of potential consumers, only because your marketing efforts cannot reach them. But such things are unavoidable. A potential solution to this, as digitization spreads its roots, could be to create marketing campaigns in different languages. Also, to target audiences from multiple language speaking backgrounds. Using visual-heavy content would help too.
Working within a digital sphere is difficult because of its nature of constant change. Every day there, you have new software updates, trends, and updates. Google is constantly updating its algorithm, which has implications for how digital marketers work. What might appeal to an online audience today might change in the next month. SEO doesn’t work the same way it did a few years ago.
Based on the previous point, and partly because of the general nature of the job, digital marketers are kept on their toes. It isn’t easy to come up with novel ideas regularly, especially with all the extra pressure that comes from generating traffic and leads. It is undoubtedly difficult to appeal to audiences of different demographic cohorts while being creative at the same time.
More companies are adopting an online business model. On the one hand, this means more job opportunities. But it creates an atmosphere of stiff competition. Companies try their very best to make sure they beat out their competitors to get the most traffic. This is a very stressful task that requires implementing different marketing strategies. This is especially relevant for a business that deals with a popular product or service.
But on the other end of the spectrum, niche markets have little competition but a tiny audience, and this has its own drawbacks.
As I’m sure you already know, digital marketing is more than just two advertisements and social media posts. Investing in analytical software and AI learning tools is essential to running a good campaign. Automation allows for more effective marketing. A couple of years’ worth of data can be analyzed in seconds to reveal patterns that would otherwise have gone unnoticed. Unfortunately, all of this requires more money, which a small business sometimes cannot afford.