The previous two years have completely changed the face of the digital marketing industry due to widespread uncertainty that came about as a result of the global pandemic. With much of the world’s population being stuck at home for several months at a time, digital marketing had to quickly adapt because of the fact that this is the sort of thing that could potentially end up changing the expectations these consumers had with respect to the digital marketing that is being shown to them.
A new survey that has been conducted by Oracle has revealed some of the biggest challenges that marketing professionals are facing in their attempts to stay up to date with the latest digital marketing trends. With all of that having been said and now out of the way, it is important to note that around 38% of respondents to this survey said that their biggest challenge so far involved them optimizing their performance among the various channels that they are implementing their digital marketing through.
36% also said that adapting to sudden developments was also a pretty big challenge for them with all things having been considered and taken into account. 35% said that delivering experiences that meet customer expectations was a big challenge, with 32% citing keeping sales needs in mind while marketing and apportioning various target demographics as well.
Digital marketers are tackling these challenges in numerous ways, but many of their approaches are data driven because of the fact that this is the sort of thing that could potentially end up allowing them to be objective in their pursuit of doing things right. Hence, digital marketing professionals are using a diverse array of metrics to determine how well they are performing, and one can see a stark contrast between the metrics used by the most successful marketing organizations and those used by everyone else.
For example, successful marketing companies focus more on data surrounding the sales and revenue that marketing can end up generating. By contrast, other marketing agencies tend to look at marketing ROI instead, and that can give them data that is not actually as accurate as they might expect. Top marketing companies also place great emphasis on lifetime value for customers, with 31% of professionals working in these companies agreeing that that was the case.
Another thing that this survey attempted to get to the bottom of was what resources were vital for the efficient functioning of a digital marketing company. 36% of digital marketing professionals stated that customer data platforms were the most essential tools that they could gain access to. A similar percentage said that email marketing platforms were important as well, with 32% citing content management platforms as the key to their marketing success.
All of this information can help digital marketing agencies focus on the things that would make their marketing campaigns more effective. Implementing a data driven approach is generally thought to be the best possible course of action, and it can help mitigate some of the damage that is being done by consumer data protection policies. There is always a way to work around obstacles and digital marketers are already figuring what the best way to do so is.
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