Digital Marketing Issues to Anticipate
Having a digital advertising strategy is a given for most businesses today. Businesses often stick with digital because it has a fast and easily measurable ROI. The benefits of digital advertising are endless, but that doesn’t mean this type of media doesn’t come with any challenges.
Because of the fast-paced way digital marketing trends develop, advertisers must be aware and adapt quickly to the news cycle, new technologies, and design standards. Mistakes that could seem minuscule can blow up out of proportion because of how information travels in the digital world.
Even though some of the persistent challenges in digital marketing are difficult to anticipate and respond to, most problems can be prevented by having the right team managing campaigns and staying informed. Here are some key digital marketing challenges that can arise and how to keep them in check:
- Ad-Adverse Audiences: As people gain control of what they consume online, many opt out of getting ads by installing ad-blockers or disregard ads because they feel they don’t pertain to them or get in the way of the content they want to see. To avoid advertising in a void, focus on producing great content that relates to your audience, and doesn’t look and feel dated. The audience also wants aesthetically pleasing design and great storytelling to connect to so you can win them over.
- Outdated or problematic messaging: Advertisers can no longer get away with being misinformed on how the world is evolving. Good advertising considers world events, social changes, and the audience’s perception. Successful campaigns must be aligned with current events, even if indirectly. Tone-deaf advertising is not tolerated and quickly called out, creating colossal PR nightmares for big and small businesses. Consumers are increasingly interested in knowing the values of the business they use and trust and are quick to cut ties with those that don’t align.
- Brand Inconsistency: When adapting to trends or news quickly, many brands lose their credibility by trying to fit in and forget their brand identity. This occurs in different ways, such as, a drastic change in tone and language, imagery or graphics that don’t match the brand’s look or by trying to join a conversation that does not relate to your brand very directly. Participation in current conversations could help or damage your business, depending on the angle and how genuine it feels for consumers. Most times, subtle, brand-consistent messaging is best to build credibility and trust.
- Too much focus on individual data: Data analysis is a powerful tool if used correctly. It is crucial for businesses not to get stuck in numbers and see beyond miniscule data. Part of using data successfully is to use it to predict trends and changes in consumer behavior. Apply creativity to your data strategy and focus on the future; this will keep your business a step ahead. Moreover, focusing on communities rather than individual data will provide you with a broader view of your target and help you better understand your audience.
Many other challenges can arise at any moment in the digital space; however, keeping preventable mistakes in check will help your business focus on what’s important and build trust in your brand.