Marketing challenges are time and budget consuming for small, medium and large companies. In 2018 these marketing challenges make companies adopt new practices to stay relevant and to attract the attention of customers. Marketing challenges appear from customers’ opposition. Hence, people oppose to new and feel afraid of changes.
Resistance to change is an academic topic of research. Marketers must make people feel safe to try new things.
All human behaviors drive from emotional input from stored memory patterns ( Anne Riches ). Therefore, resistance to change is among the marketing challenges of all times.
Resistance occurs when we associate the announcement or implementation of a change with patterns of past poor experiences, for example more work, job losses, uncertainty, loss of power or status and discomfort.
Certainly, when introducing and implementing change in organisations, people can be encouraged and moved from resistance to commitment.
In case you are a marketer leader in your organization you must prove and explain to your team members what happened in the last years and why it is necessary to implement change.
Marketers have long used the funnel metaphor to think about touch points: consumers looking to make a purchase would start at the wide end of the funnel with many brands in mind and narrow them down to a final choice.
New research shows that rather than systematically narrowing their choices, consumers add and subtract brands from a group under consideration during an extended evaluation phase.
As per David Court the “consumer decision journey” is different from the funnel metaphor and therefore marketers need to adopt new approaches. The consumer decision journey is made of four stages:
According to the 2017 State of Inbound Report the leading challenges marketers face are generating traffic and leads; proving ROI to ensure a bigger budget share and identifying the right technologies for their needs.
Here is a list of the most common challenges marketers reported struggling with and proposed solutions from our team.
Marketers are struggling with getting the attention of the public. In the present we all function as content creators using our social media profiles to share with the world our vision about the world as we see it. The challenge for marketers is to invent creative content that surpasses the existing online content of competitor brands or individuals.
That makes it easy for competitors to move ahead and get the attention of the market. High-quality content refers to being true to your brand’s promise and to engage with your customers daily on all the platforms you identified as important.
Remember that the closest circle a customer has, his friends and family, represent the most impactful circle. In case you want to get the attention of the head of the family or the decision maker of a business we suggest you first try to engage with their close trusted friends and family members.
Measuring the return on investment (ROI) of the marketing campaigns is a constant challenge. It is important to track the effects of your campaigns for the sake of the team members’ spirit and the shareholder’s curiosity. Both these reasons are strong enough to push the marketing leader to look for the latest trends in measuring ROI.
When the goal is to create awareness about new products or services and to inform and educate the existing customers the board members need to know from the start.
Avoid adding pressure on your marketing team. In case the goals are to help increase sales work together with the sales department.
This is going to help the marketing team understand what strategies work and what should be improved. It will also prove helpful when you report to the board members about the help you bring to increasing sales with the campaigns you organise.
Using CRM, you evaluate the customer potential value and you implement in your company culture a forward-looking approach.
First of all, securing enough budget to move forward your campaigns is always a tricky task. Secondly, people outside the marketing department often do not understand the time it takes to see the results of a campaign.
Furthermore, apply low cost solutions. Finally, invest in one good marketing professional to work from in-house instead of using third parties, freelancers or agencies.
Certainly, marketing practices change and improve continuously. Hence, you need to be flexible and able to explain to the company’s leader that some tools and approaches change. Trial and error is the safest and fastest way to move forward. This is how you gain competitive advantage.
Managing their website was among the biggest challenges marketers mentioned. Therefore, having a responsive functional website should be among your marketing team’s priorities. Do you have the time to complete this task? What about the human resources ? In the present many companies sell websites easy to build and easy to manage by any individual.
Certainly you can build and manage your own website. Many say it is not rocket science – we agree. Still your company’s website is part of the brand image you present to the world.
Hence, it should be the best version of a website you dream of and more. We help many companies redesign their websites. Grow Wise brings websites to the present using a fresh design, professional copy and a simple interface to navigate.
Issues with website management include a variety of different factors, from writing and optimizing the content to choosing content that falls in between the brand’s guidelines.
An unprotected website is a security risk to customers, other businesses, and public/government sites. Therefore, choose a well-regarded security plugin and install it so that you Secure the website
Part of the practice of marketing is performing the segmentation, targeting and positioning STP framework. By doing this you understand much better what market segment is most valuable for your services and products.
When you discover the correct segment of the market you need to match the marketing efforts with this information. Your clients come from diverse cultures and with diverse backgrounds. Their needs, wants and desires are most likely different. With the help of professionals you discover the buyer persona and build strategies around that persona.
Understand what are these events, adapt your content and use them to send emails or direct messages to make your customers feel respected and appreciated. A personalised approach always pays off.
Investing in your human resources is as important as building a good strategy for your company. Leaders need to support the development of their followers by helping them get to accomplish their professional goals. We encourage our team members to always stay relevant in their field and we do support them by paying for industry conferences, in-house training sessions or online certificates.
Hire and retain top talented individuals, that is a popular advice. Certainly, it is not an easy job. New jobs emerge and there is more demand than there are people available in the work force. This means that top talented individuals are highly appreciated and hard to find and retain.
You can ask your current staff members to post a message on their LinkedIn profile or Facebook page to create some awareness about the job openings. This will prove a big help for the HR department.
It is fair for the possible employee to know what is expected of him/her and how she/ he will be paid back for the effort. Mostly the job description comes with the details of the job and there is not enough information about the benefits or the offerings the company is willing to offer in return to the services it receives.
Certainly, a fresh new marketer will have the hunger to apply his knowledge. Therefore, he/she demands a smaller pay than an experienced individual.