There are countless issues and inquiries that arise when one enters the world of digital marketing.
The move from traditional marketing to digital is quite a big leap and it needs to be taken with caution. It’s a move that nearly all marketers will make at some point in their career (if they already haven’t) and it’s one that may take some time getting used to.
It may not be pretty at first, but once a person or company is able to catch on to they ways of digital marketing, it can be a beautiful site.
Below are some common challenges a first time digital marketer will likely face as they make the transition from traditional:
1. Allocating Your Budget from Traditional to Digital
Some will struggle with this more than others, but making the move to digital can be costly.
From a company perspective, ensuring that all employees are trained, knowledgeable, and equipped to handle the digital and analytical technology is essential.
Companies using digital marketing for the first time will need to make an investment to properly train their employees.
With the use of traditional media, there is a precedent set that spending X amount will likely lead to an X amount increase in sales. Unfortunately, precedents in digital marketing don’t really exist.
This is why it essential to develop a plan for incremental revenue. For example, for every dollar spent on your website, there will be X number of visitors, Y number of users whom print a coupon, and Z of who put that coupon to use.
When allocating your digital marketing budget, it’s important to focus on an analytical and content-oriented tactics that revolves around the behavior of your customers.
2. Proving Return on Investment (ROI)
Explaining to someone that the move to digital marketing was worth it may be more difficult than you think. The challenge one will likely face is determining what type of digital content leads to a customer reaction.
First, sales should always be tracked before and after digital marketing content is released. There are many variables that have to be considered, but this will at least provide a rough estimate of the ROI.
Next, create two marketing tactics that only slightly differ. For example, create two headlines for the same ad and see which receives more attention.
You can also analyze digital content geographically. Chose two specific areas and release content to only one of them. Then track the difference of sales the two.
Your supervisor is going to want proof. For example, you dedicated X amount of time to developing social media, how much engagement has there been? Or you have X number of viewers on your website every month, how many of them are conversions?
Before content is created, ask yourself, how am I going to prove that this was worth it?
3. Creating a Lasting Impression
With the abundance of digital media out there today, standing out amongst the crowd can be rather difficult.
This is where a brand must develop a relationship with their customers. Whether they are known for their superb customer service or creative ad campaigns, first time digital marketers are going to face the challenge of establishing themselves amongst competition.
Creating “interactive” content is a must when trying to create a lasting impression. Getting the customers involved and giving them a chance to voice their opinion is very beneficial, but can be difficult at first.
For example, Facebook pages are great and simple way to create interaction, especially for first time digital marketers. It allows users to “like”, comment, or share a post along with a change to engage with customers similar to themselves.
If customers are unable to interact with content, it likely will not grasp their attention and will end up lost in the world of web content.
4. Keeping Up
The trends and technology of digital marketing are like grand central station on a Monday morning; constant movement from every direction with people doing all they can to keep up and not fall behind.
This is an ever evolving and changing field that by the time you have completed your training, you’ll have fallen behind.
First time digital marketers must do all they can to keep up with the latest trends: reading blogs, following entrepreneurs, online training, live webinars, etc.
There are countless users out there today writing about the latest trends and technology in digital marketing, so finding information won’t be difficult. What will be difficult, is deciding whom to follow and trust.
Users should consider selecting a group websites/blogs that they check daily. Even signing up for their emails and receiving newsletters would be beneficial.
In light of the challenges, the move to digital marketing will provide one with endless opportunities. Opportunities that were unheard of prior to the advancement of digital media.
If you have already made the move to digital marketing, what were some of the challenges you were forced to overcome?
And if you haven’t, what’s holding you back?
Author: Jake Platt was a content marketing intern with Primal Digital Marketing (now owned by Bbg, Inc.). Jake graduated from the University of Rhode Island where he studied Global Marketing and Business Management.