It’s no secret that the only thing constant in a marketer’s life is change. You’d have to live under a rock not to realize how challenging this role has become, in a world where the pace of innovation is faster than ever. The marketing profession has dramatically changed–digital marketers aren’t just grappling with changing customer expectations, the proliferation of media outlets and emerging new technologies, but are increasingly under pressure to measure the ROI of every marketing dollar spent to ensure their efforts are effectively contributing to the bottom line.
76% of marketer’s agree that marketing has changed more in the last two years than in the last 50.–-Adobe-Digital Distress: What Keeps Marketers Up at Night
Here are five trends keeping digital marketers awake at night:
1. Creating a cohesive customer experience.
As media consumption continues to increase across platforms and channels, it has become more challenging to create marketing programs that consistently deliver positive business results. Marketers need to focus on optimizing all touchpoints to capture eyeballs and make an impact on their target audiences. Digital marketing strategies are no longer being developed in isolation but integrated with the rest of the marketing plan. For marketers, this creates highly synergistic opportunities to program relevant or related messages on multiple channels including social media, email, search, display and mobile.
2. Proving return on investment (ROI).
As analytics tools advance, marketers are increasingly being held accountable. The expectation is that marketers are able to measure and understand the value of each marketing initiative whether it be leads, customers or revenues. Measuring ROI continues to be elusive with only 29% of marketers saying they are doing it well. As marketers set out to plan their marketing strategy, an essential first step is to calculate the ROI of each marketing channel, compare results and then allocate their budgets. By managing, measuring and optimize each of these channels, only then can they justify that the return on investment is worth the effort, time and money.
3. Managing big data.
With mountains of information from weblogs, social media, smartphones and more – it has become increasingly challenging for marketers to capture, manage and process customer data. At all costs, marketers must avoid analysis paralysis but develop deeper customer profiles and better segmentation that they can act on. This means more opportunities for personalization and targeting individuals with the right products and offers. A true challenge for marketers is not creeping out consumers by getting too personal but delivering highly relevant messaging and offers that warrants the familiarity.
4. Evaluating emerging marketing technologies.
Marketers’ roles have evolved so that they are part creative, part strategist, and part technologist—converging the traditionally siloed worlds of marketing and technology. Marketers’ have a massive challenge of cutting through the noise of the marketing technology ecosystem which is fragmented and chaotic to deliver a cohesive customer experience.
5. Keeping up with the latest trends.
With the marketing industry accelerating at an unprecented rate, the job of a marketer is more challenging than ever. Every day there are more and more changes- new technologies, strategies and trends emerge. As a result, marketers are constantly looking for ways to make their marketing more effective. This means knowing what the best tools and approaches are for reaching their goals and keeping abreast of the latest industry developments. Are any of these challenges keeping you tossing and turning at night? An in-depth analysis of your marketing strategy and its current performance will help you discover where your biggest marketing opportunities lie. This will allow you to focus on improving the areas that need the most attention, so you can ensure your marketing is efficiently meeting your cost and performance goals.