The challenges of digital marketing


Written by:

Dan Mwangi

dan@mtkenyatimes.co.ke

Digital marketing entails the usage of electronic mediums to engage with the customers as well as evaluate the marketing strategies and campaigns. Even though the platforms brought about by the digital models of marketing can be fruitful, there are a series of challenges that arise from the utilisation of these digital channels. The current digital tools and mechanism differ from the traditional forms of marketing and therefore offer a shift from the past as regards the way marketing is done. Consumer engagement, as crafted by digital marketing, continues to rapidly change from the traditional ways to incorporate the modern dynamics, providing a raft of changes. Based on these situations and founded on the aspects that guide the digital marketing models, it is extremely important for the markets to understand the various outcomes that result from the digital technology in relation to the marketing ventures. Digital marketing is a revolutionary tool that continues to help businesses and other ventures in the world. In essence, it provides a mechanism that allows the corporate ventures to communicate, advertise, connect, monitor and engage with the customers through a model that increase the brand profile. In essence, organisational outfits and other entities that use digital marketing should understand the challenges that may arise attributable to these channels. In fact, it is advisable to understand these challenges in order to have a better perspective on managing any consequences that may arise.

Managing the digital marketing forums and platforms can be a hectic task. With regards to the online ventures that advance digital marketing, the speed of technological advancement and the rapid nature of adoption present various challenges. With the shifting dynamics as regards modernisation and technology, there arises the challenge of effective management of the digital marketing. Precisely, the rapid change of the technological aspects makes it harder for marketer to predict future outcomes thereby presenting a serious challenge. Such an occurrence means that an organisation cannot modify its services in anticipation of the future projections in relation to the digital marketing strategy. Also, it thwarts any chance that a business would utilise as regards strategic objectives. Through a time-related scale, business operations with regards to marketing should move with time and adjust accordingly to fit in the demands of the current and future times. However, the digital marketing as founded on the shifting technology ignites a situation that makes it hard for a business to correctly forecast upcoming happenings. Therefore, there lies the challenge of aligning business prospects with the future expectations of the online customers. Overall, these occurrences impinge heavily on the need to have a consumer-eccentric mode of relationship, damaging the strategic business and marketing plan of a company.

The changing trends in the technological world bring about a challenge on how to promote products and services. Additionally, it infuses a situation that makes it hard for an organisation to review the personalisation and the aspect of two-way conversion. Such a scenario is further injured by the reality that organisations have to promote their goods and services despite the predicaments that may ensue. In this regard, companies are not able to strategies their marketing needs founded on the basis of measurable, relevant and achievable results. In essence, it leads to an incompetent mode of coming up with specific strategies in anticipation of the future outcomes. The situation gives rise to a process that thwarts the usage of utility marketing. Attributable to the lack of personalisation within the online and digital marketing, companies fail to intersect and relate with the consumer through a non-commercial aspect. Henceforth, there could be a damaging aspect relating to the rightful content in the market vis-à-vis the future projections and needs of the market. Moreover, these instances would offer a mechanism that cripples the essentials of digital marketing in an organisation by failing to meet the expectations of the clients.

The review of digital marketing aspects could have an effect on the overall aspirations of a corporation in relation to the consumer preferences. While the review of online marketing is crucial to a business, it presents a challenge in the form of accuracy and efficacy. Skewed analysis and measurement of the digital marketing could very well lead to a distorted evaluation of the consumer needs and demands. As a result, a company could be in the danger of missing out on various and effective measures of marketing such as customer acquisition, the cliental behaviour, as well as the underlying conversion metrics. Essentially, an online business could have a herculean task in understanding the real wants and needs of the clients as a result of misinformed evaluations and reviews. Besides, it would make it hard for a company to resonate with the desires of the consumers in that they would not be able to acquire the right information on the ground. The reputation of a company is always on the line when digital marketing goes awry. The backlash from the public is so immerse to a point whereby it can force the operations of a company to be redundant. Henceforth, while engaging in online and digital marketing is a good thing for companies, the other side of the coin infers that the image of the company could very well be affected by depicting the brand as a fraud or incompetent. Lack of online trust from the customers could damage the marketing potential and business aspirations of a company.

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