Digital Marketing is always going to be a changing industry because the online world is changing rapidly. It only takes a few months for a once essential resource to be out of favor because a hot new site or tool has popped up that everyone uses instead.
While most of all have the same goals to achieve via similar channels, the challenges faced could be slightly different- one might have trouble driving enough traffic from social media to their website and another might have trouble measuring the channel that brings them the most traffic.
In simple word, every marketing strategy out there has room to improve- but the catch is to identify where exactly are we facing a challenge today and how can we overcome them.
Staying on top of all these changes is always to be a challenge. Here are some of the top challenges ahead for Digital Marketing :
- INCREASED SECURITY RISK: As more information is shared online, there is more incentive for hackers to find ways to get through the security. We shop online, pay bills, submit applications with private information, order copies of birth certificates and other important documents, and much more. That’s a treasure trove of data for thieves. We may already have security for our sites, such as a good firewall, HTTP encryption and maybe even a good antivirus program. But we all need more. Work with a good security team to identify the weaknesses for our websites and to create measures to reduce risks.
- CLUTTERED MARKET: There are billions of websites in a limited number of niches. How to make our website stand out amongst the rest? SEO is just one way to help rise to the top, but it is not enough. We have to find ways to provide unique and valuable content, have to have an original voice and have to engage people. Focus on giving the readers what they really need. Provide them solutions to their problems. Talk about the things they care about. Make emotional appeals.
- LESS FOCUS ON KEYWORDS: In the past keywords were the Bread and Butter of Find the right keywords and use them the right way and your site could shoot to the top of search results, helping to get more traffic and exposure. With all the Google’s algorithm changes, keywords have become less important. They are still used, but they are not the focus. Instead, Google crawls the site to get a sense of the overall tone and scope. It’s a tropical approach rather than sick and find. That means that we need to use such phrases rather than keywords and that you need to build content around topics rather than writing a blog post for each keyword we want to target.
- MORE AD BLOCKERS : The use of ad blocking software is growing exponentially, and the people who are not using them will soon be in the minority. That presents a big challenge for marketers, who will have a hard time getting people to even use their ads, let alone to act on them. Native advertising is emerging as the most effective solutions right now, including sponsored blog posts, reviews and mentions. Intent based native ads will help marketers get even more results since it improves targeting to ensure that the right customers are seeing the ads.
- INCREASED ADS COSTS: The right advertising can help us get the exposure we need but we are going to pay more for it in 2017. There is more competition than ever for advertising, and networks like Google and Facebook are pushing up prices across the board. Make sure that we are getting more money worth by creating the best ads and placing them on the right networks. Using an automated program like In-feed can take the guesswork out of it and ensure that we get the placement we need for maximum ROI.