To be successful, you need to live up to the increasing demands of customers in a crowded marketplace, employ creative ways to balance resources, and overcome challenges associated with constantly evolving digital environments.
We are always working on ways to make our brand more well-known and to make the process of becoming a customer more efficient.
According to one recent WARC survey of industry professionals, then there are changes in customer experience, tactics for ethically making the most of audience data, views on brand purpose and the continued pressure for digital transparency – all issues that cause major concern among marketers.
Check these ways to overcome marketing challenges.
1. Paid media measurement woes
Forty-seven percent of WARC’s surveyed concerns were focused on advertising and media buying. The most prominent concern among agencies and brands was ad viewability. Marketers are finding it difficult to ensure their ads are being seen by the intended audience and are not being blocked or considered as fraud.
Ad fraud’s drain on marketing budgets is well documented. Some recent studies have shown that ad fraud will cause brands to lose around $19 billion globally this year, which is equivalent to $51 million per day.
Marketers need to be careful about spending money on views of banners on publishers’ websites that come from bots instead of humans, click fraud on social media ads, and competitors using up search ad budgets with fake clicks.
When buying ad banners, you should demand transparency from your publishers in order to curb potential click fraud.
Ask them where their traffic is coming from and, if they’re not hiding anything, they’ll give you data on their sources. This company believes in investing in long-term relationships with vendors built on trust in order to create a mutually beneficial partnership.
A good way to make sure your ads are effective is to only buy media from the social media advertising platforms, so that there are no other networks involved in the process.
This will reduce the amount of potential fraud from ads, with the exception of clicks from fake profiles, which are not as big of an issue now.
Both Google and Bing are working to protect customers from click fraud, but these efforts are slow and don’t cover everything. Additionally, these efforts are designed to stop fraudulent clicks globally, so they don’t take into account the specific needs of any one advertiser.
The problem is that fraudulent activity can differ a lot: for one advertiser, 10 clicks from the same IP address in one day might be completely normal, but another advertiser might see it as click fraud.
ClickCease blocks fraudulent IPs automatically to prevent and protect against search ad fraud.
The software they use tracks every click on your Google AdWords and Bing Ads campaigns. It then ranks each click according to a number of different parameters and labels it as either being innocent or fraudulent. The tool can even help you get refunds for any claims you may have.
2. Reverberations surrounding GDPR
Consumer data regulation ranked as one of the top concerns for marketers in the WARC survey.
The new EU General Data Protection Regulation (GDPR) took effect on May 25, 2018, and gives EU citizens more control over how their data is used.
The European Union is made up of 28 countries with a combined population of 510 million people. This is a large number of people, representing 13 percent of the total internet population around the world.
No matter where your startup is located, the GDPR policy will have an impact on you.
Individuals will have to agree to have their personally identifiable information (PII) collected, shared, and used. They will also have the right to see, edit, and delete any data that any third party has on them.
Consent for the use of personal information in marketing and advertising is becoming the new norm, as the General Data Protection Regulation stipulates transparency compliance and privacy notices.
Penalties for breaking GDPR are very severe, with fines of up to 4 percent of annual global turnover or €20 million, whichever is higher.
So how do you play to this change? You should document your GDPR plan so that you have a record of your efforts to comply with the GDPR. Include your rationale for the plan and the challenges you face to make sure that you are taking all the necessary steps to comply.
Next, avoid engagement with with non-GDPR-compliant partners.
Make sure you are not held liable for any transgressions by reading and understanding the terms of service for all the marketing platforms and ad tech vendors you use. Tools like Siftery’s GDPR Checker can be really helpful in getting ready for GDPR.
This means that your organization should be prepared to change its expectations in order to deal with data privacy vigilance. Your ad performance and spending in Europe is expected to decrease.
Reaching your ad goals will be harder for programmatic partners with sophisticated targeting because they won’t be able to keep track of audience member profiles as easily. You should change your strategy and find different ways to spend your advertising money.
AsMarketiWnggfg solutions become less viable, smart marketers will favor search and contextual advertising networks. If you want more transparency and higher quality traffic, you should explore relationships with publishers instead of ad networks.
3. Brands search for their own voices
As technology changes, marketers have to think about how their brands sound. While many brands have some sort of visual guidelines in place, far fewer have any sort of audio guidelines.
The potential for people to find your product through voice search optimization, audio content, and even opportunities to use your product through smart speakers and virtual assistants is immense. Voice is an area marketers cannot overlook.
As people adopt smart speakers and similar technologies, studies are finding that people are increasingly using voice to give commands, rather than typing or swiping.
These gadgets present a way for people to access people’s homes and cars, and most users say they have bought something directly through their voice assistant.
Now that we’re closer to consumers than ever before, how can you make sure your brand is suggested as the top pick at the end of a query?
To optimize for voice search, marketers will need to think like scriptwriters who can anticipate customer queries and inspire potential purchases.
If you want your marketing campaign to be successful, you need to make sure it is optimized for featured snippets. This is the equivalent of a voice search box, and it is what the voice search engine will read back to searchers. If you want your content to be the featured snippet result for a voice search, it has to be the single result.
Google is developing a new way to index and discover audio content. This will create opportunities for audio files to be found and used. Instead of thinking about what keywords you want to rank for, think about what questions your content should answer.
This type of search tries to understand what the searcher is looking for and then finds the most relevant results, instead of just finding results that match the keywords.
To effectively use voice marketing, consider the ways people would typically interact with your product and how those interactions would work well with voice-controlled interfaces. You can create Alexa skills without needing to code.
4. Keeping quality consistently high
Some sites use their name recognition and branding to publish subpar content.
thanks to the pressure to Always Be Publishing, there are opportunities to publish useful, insightful, well-written content.
An article in a glossy monthly technology magazine is more likely to be successful than a post on a scrappy upstart blog.
If you work hard, improve your writing skills, and only publish your best work, you will eventually be writing better content than half of what is published online. Don’t give up even when it seems like no one is interested in what you’re saying.
Additionally, try not to frequently compare your work to that of other publications. You should focus on making your latest post the best it can be, not on whether it is better than something else you have read.
A content audit could really help you out here! This blog post provides a guide on how to conduct a content audit, with free templates to help you keep track of your content quality.
5. Impatience and unrealistic expectations
If you’ve had to explain the value of content marketing to your boss, you know how difficult it can be.
Content marketing has been in style for a few years now, but there are many misconceptions about how it works and what management can expect from investing in it.
The first distinct challenge is impatience. If you mention the word “years” in a meeting with management, they will probably give you cold looks and be silent.
Even if you have a large team of skilled content marketers, it can still take a few years for the content to start having the desired effect.
There is a problem with content marketing, but it is not with the content marketing itself. The problem is with people’s expectations. used to more traditional marketing strategies. Many executives and managers are used to the relatively immediate return on investment that comes with more traditional marketing strategies.
It can be difficult to convince people to invest in content marketing projects that may not show results for years.
You need to be patient when it comes to content marketing. It takes time for your content to reach its potential audience and make an impact. blogs that achieve success overnight are very rare, it takes time to gain an audience and build trust
The second thing you need to take into account are your expectations. It is better to agree on traffic and engagement targets that are realistic, so you are not disappointed if you cannot reach goals that are set too high.
It is better to set smaller goals that you can achieve rather than missing bigger goals and giving up on your content marketing efforts.
If your content marketing campaigns are more successful than you had anticipated, adjust your targets accordingly. Just be sure to have enough data to justify a change in plan.
6. Maintaining ambitious publishing schedules
This term is often used in reference to content marketing, specifically when distinguishing between content that is useful and content that is not. In this situation, your content is the signal, and everything else is the noise.
The pressure to produce a lot of content quickly, in order to compete with the large volume of articles published every day, can be too great to resist.
There are a lot of different opinions out there about how often you need to publish new content in order to be successful with content marketing. Some people say that you need to publish new content every day, while others say that publishing once per week is sufficient. If you can’t maintain this kind of publishing schedule, what then?
Good content marketing is difficult to scale. If you want to publish more frequently, you need to invest more resources.
You will not produce good content if you cannot do this. When thinking about this issue, it is important to maintain a balance between quantity and quality, placing more emphasis on quality.
It’s better to post one truly excellent article per week, than five mediocre articles every week. There are many publishers all trying to get noticed, so the only way to stand out from the others is to have superior quality content. You need to decide how often you can publish this content.
Your audience is more concerned with the quality of your content rather than how often you update your blog. Why bother reading five sub-par posts a day when you could spend that time reading a single exceptional post?
Do not believe the content marketing lie that you have to publish every day or your efforts will be unsuccessful. It is better to produce content of high quality than to produce large amounts of low-quality content.
7. Focusing too broadly (or narrowly)
One common mistake content marketers make is focusing too broadly on a vast subject area or exclusively on the tiniest niche.
It can be difficult for even established content production teams to find a balance in terms of editorial focus. If you try to cover too much ground with your content, it will be hard to develop a reputation or draw traffic away from bigger sites that are already established.
Picking a specific niche might limit your ability to attract new readers in the future, or you might run out of things to say about your topic.
Think of a broad category that is relevant to your business, then come up with ideas for subcategories that could be relevant. Start with a broad category and then get increasingly specific with your ideas.
Even though it may be harder to expand your audience when you have a narrow editorial focus, it is still important to remember that. Be specific with the topics you choose to write about, but make sure there is enough room for you to be creative.
Conclusion
Advertising and marketing today is not for the faint of heart. We are faced with new regulations, needing to adapt to new technologies, and fraudulent practices seem to be an ongoing issue.
You should always be looking and listening for new information to help you stay ahead of the competition.
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