Online Marketing Association: The Professional’s Resource for Online Marketing

In today’s world, almost every industry is online. From retail to healthcare, finance to sports, travel to leisure, and much more. It would be a missed opportunity not to embrace the opportunities that the internet provides and use the advantages that the global network gives us.

For marketers, the opportunity to connect with consumers and potential customers anywhere, anytime, and on any device is huge. According to HubSpot Blogs research, 48% of consumers have used digital marketing to research products or services. Additionally, 39% have used social media to learn about a brand or product.

While there are many advantages to digital marketing, it’s not all sunshine and rainbows. There are a few challenges that marketers must overcome, and in this article, we’ll cover three of them.

First Impressions Are Everything

The Nielsen Global Connected Consumer report 2018 found that consumers have less than 30 seconds to form an opinion about a brand or product. To put this into perspective, if you’ve ever opened a brand-new retail store, you’ll know that your initial impression is everything, because you won’t have any previous associations to fall back on. Designing a brand new store from scratch is extremely challenging and requires a lot of iterations. Similarly, having an online store that’s never been accessed before by any customers requires a lot of careful thought and strategy to make sure that your website functions flawlessly.

The Growth Pains Begin At The Top

One of the biggest challenges that marketers face is scaling-up a digital marketing strategy. More often than not, newly launched sites and social platforms struggle to find their footing, as they lack the volume of traffic that established sites enjoy. To make matters worse, these newly launched sites and platforms are also plagued by poor-quality content, which makes them a difficult sell to potential customers. When new sites and platforms struggle, so does the entire industry. The ripple effect is that fewer people are willing to try new things, and the status quo reels.

Measurement And Metrics

In the past, marketers would launch a series of campaigns, each one a bit more sophisticated than the last, and then they would track the results of each campaign. Now, with the rise of the agile marketer, measuring and analyzing the results of each marketing campaign quickly and accurately is more important than ever. The faster these tasks can be completed, the sooner a brand or product manager can take a step back and see the results of their efforts. It’s all about taking action and being able to measure the effectiveness of those actions. There are many platforms available that can help marketers with this process, from Google Analytics to HubSpot.