Internet Marketing Problems in the Age of the Smartphone
While
internet marketing trends tend to rule in the digital era, digital marketing
channels are far behind. Some challenges and areas of opportunity are outlined
here. Each of these is a relevant internet marketing challenge in the present
era of mobile marketing and smartphone usage.
#1 Rise of Disruptive Technologies
AI
allows more access to customer data to better target ads they interact with.
Then Augmented Reality or AR has made an appearance, becoming the latest player
in the scenario of digital ad formats. But the truth is targeting will not work
because word of mouth publicity rules and adblock walls tend to put web users
off. So, while disruptive technologies are changing the face of internet marketing, understanding how these
work and where they fail, not just where they succeed is important.
#2 Lifetime Value and Attribution
Marketing
is a long term game. Power that personalisation has brought for the
accomplishment of sales and conversions, comes with great responsibility. Are
money earnings more meaningful? Last click attribution is losing importance as
lifetime value gains momentum for businesses. The challenge rests on
identifying and tracking valuable customers when technologies to keep track of
them is costly.
#3 An Evolving Landscape
Internet
marketing online is beset by constant changes in algorithms that impact content
required for online sales. As technology advances, the way content is consumed
changes. Consider, for example, the 360 degree view ads and AR formats. While
embracing the change is important, but testing for best practices is equally
important.
#4 The Emergence of Private Marketplaces
Private
marketplaces are becoming prevalent due to transparency, brand safety and
viewability. Clients are taking business into a premium arena where advertisers
can only get in by invitation for quality placement of brands and reaching out
to targeted audiences. The problem of such premium marketplaces and how to
access them remain a prime concern among digital marketers. Big Data has
necessitated that agencies will come to play an important role in the digital
marketing ecosystem.
#5 The Need for Brand Authenticity and
Transparency
This
is gaining pivotal importance. It has become an area of scrutiny, as brand
authenticity implies greater credibility. There’s a lot of gaps between
traditional marketing models and digital avatars. Around 56 percent of served
display ads are never seen due to bots and ad blockers. But now we here about
new types of digital media including radio, broadcast TV, movie theatres and
OOH. So, there are new catalysts in the mix and marketing is changing even as
brand credibility becomes a prime concern.
#6 Knowing When To End a Campaign (Or Start
One!)
One
of the main challenges digital marketers are facing is knowing when to kill a
marketing campaign. As consumers are increasingly becoming connected with the
brand online, knowing how to use the digital first approach requires a deeper
understanding.
Marketing
has changed. Marketing benefits from leveraging digital innovations and taking
risks to invest media dollars into digital platforms. Adapt brand creatives so
you have a strong narrative that speaks to customers in concise and impactful
ways and you will be overcoming a lot of challenges. Differentiating your brand
in a crowded market requires innovation. That is why cutting-edge marketing
technologies are the key to revitalising your digital marketing campaign in a
mobile-first era.