On your way to work, did you see the big billboard of the mobile phone company that recently launched its latest phone?
Or did you see the banner that is advertising the ongoing sale in your local mall?
The final question, did you see the trending cat video of the kitten playfully fighting with the labrador?
We are assuming that the answer to the first two questions is a definite ‘no.’
Regarding the cat video, who would have missed it? More than the apparent cuteness of the video, it is actually the medium through which you accessed the video we are referring too.
Had that video been uploaded on a cable channel, you probably wouldn’t have seen or heard of it.
So, what is this all about? These examples are given to draw a comparison between the content distributed through digital technology and the content advertised using traditional methods.
Billboards or banners are a form of advertising that companies have used for as long as we can remember.
They weren’t ineffective, and there was a time when billboard advertising contributed a lot to the revenue of a business.
Today, however, people don’t even see billboards. And it’s not because of unimpressive art or a bad copy.
It’s mostly because people’s attention is elsewhere. When driving down the road or waiting for the subway, commuters rarely look around themselves.
Instead, their eyes are glued to their cellphones.
This makes it all the more important for marketers to penetrate the space where there is a huge audience. This brings us to the concept of digital marketing.
Over the past decade, digital marketing has expanded to a great extent. Brands are coming up with many different ways to connect with a large audience.
Over the years, however, digital marketing has faced many different challenges, which marketers have to deal with if they are planning to expand their reach.
Here are some of the challenges that marketers have to tackle if they want to gain an edge in an already competitive environment.
SEO is Changing
Currently, Search Engine Optimization (SEO) is moving towards voice search. It is projected that half of all online searches will be voice searches by 2020.
The main point to ponder is that this voice search wasn’t done through a cellphones microphone or through devices with a screen.
People are now searching through devices like Alexa or Google Home.
You may be wondering how it is a challenge?
This can reduce the traffic to your website. People may not visit your website to get information about something they’re searching for because they are using these devices.
Instead, they are having Google or Alexa read out the information they are searching for.
With voice search, it doesn’t matter whether you are on the first page of the search engine. Google will extract information from any source.
It is quite likely that the search giant will not even use your website to extract the information.
This is a challenge for marketers who have to revamp some of their strategies and optimize their website to reach out to those people who are shifting towards voice search.
It is important to keep this top of mind and start focusing on the rise of voice search for your marketing efforts to stay ahead of your competition.
Pay More Attention to Growth
Do you use, or have you heard of, any app-based transportation services?
You may have received offer messages from the company asking you to invite your friends to use a discount or a credit for your trip.
This is an example of growth hacking which many companies use to reach a larger audience.
If you own a company and you want to expand your customer base, you should be using more than one channel to market your brand.
From social media marketing to paid ads to email marketing, use as many channels as you can to get ahead of your competitors.
There are hundreds of companies that are offering virtually the same products or services that you are. What stands between them and you is how you market your product and how many people you are able to reach.
Complex Algorithm Updates
Do you remember the time when Google passed strict regulations to keep a check on sites that were producing low-quality content which, at times, was repetitive? Then, Google actively de-valued spammy links.
Now, Google is looking at other metrics to decide which rank your site deserves.
For example, Google is overseeing factors like the time users spend on your website, the number of people who are bouncing off your website, and your click-through-rate (CTR) – the number of clicks that your ad receives, and the number of brand queries.
This helps Google find out whether people actually see you as a trusted brand and find your content helpful.
You will have to pay extra attention to your rank listed on Google and if your site is appealing to your visitors.
It’s All About Content
Today, there are around a billion blog sites on the Internet.
And while it is true that some of them are completely dormant, you still have to deal with a large number of competitors to stand out.
This means that you have to offer content that is hard to miss.
You see, in the early 2000s, when the Internet was still in its young age. Google didn’t have enough content to list on its site so blogging was indisputable.
But, with a shift of so many people towards the Internet, Google has now been riddled with thousands and thousands of blog sites.
To market your brand, you have to promote your content on multiple platforms like Instagram, Facebook, podcasts, or YouTube videos.
Don’t concentrate all of your efforts only on Google and diversify your content to reach a wider audience.
This year has definitely brought an abundance of challenges for brand owners and marketers who have come up with innovative ways to strengthen their brand image.
In a fast-paced technological world, new products and services are being introduced every other day. Brand owners shouldn’t depend on one channel to increase their reach and should be focusing on multiple digital marketing tactics and content types.