In today’s high-tech marketing world, the only constant...is change. Customer expectations are evolving as new technologies are emerging almost every day. Marketers must always be on the lookout for new and better ways to communicate their message amid new marketing challenges.
Not only that, marketers must be able to change course and adjust their marketing strategy quickly and with minimal impact on their business. Here are a few of the future challenges marketing managers will face and how to manage them successfully.
Top Marketing Problems
According to HubSpot's State of Inbound Global Report, generating traffic and leads as well as proving marketing ROI are the biggest challenges for marketers.
1. Messaging Alignment
With so many communication channels and ways for consumers to access information about your brand, one of the biggest marketing challenges is to make sure your message is consistent. You should sound like the same company on each platform, and your message should resonate in the same way no matter where your audience reads it. “Household name” brands are easily identifiable, whether it be on television, social media or even print advertisements. Identify your messaging “niche” and stay in it, no matter where you’re talking to consumers. Clear communication between your team is a great way to make sure everyone is on the same page about your brand. Keep a consistent image.
2. Content Marketing Measurement
Smart content marketing is one of the biggest challenges marketers face today. Every marketer understands the importance of creating plentiful, quality content, but it doesn’t stop there. Once that great content is released into the wild, it’s time to find out how it is performing. Every time you create something, assign specific, measurable goals to it. Periodically measure it against those goals to see if you hit the mark or need to make some adjustments. This will allow you to refine the types of content you create to ensure a better return on the investment of your time and resources.
3. Creating a Brand Story
Everything should reinforce your brand’s voice. Each employee in your organization should be familiar with your mission statement and your “tone.” Just as messaging alignment works to create a cohesive company image, a solid brand story builds your credibility as an organization. It makes your message stick and communicates a consistent message to your audience. Interview your current customers to get a better idea of how they view your brand. What patterns do you see? Capitalize on the positive aspects of your current brand image and weave every piece of content and every message inside your brand story.
4. Finding the Right Technology
Of all of the current marketing issues, making decisions about which new technology to employ is at the top of the list. While it’s important to keep up with emerging technology that comes to market, it’s also important not to jump on the bandwagon of every new technology that comes your way. Do your research and solicit feedback from early adopters before signing up for anything new. Not every platform will be a fit for your business. When choosing a new platform, pair features and functionality to the marketing challenges you are trying to solve within your business. Do they align? If the answer is “no,” keep looking until you find the perfect fit. Are you reaching out to your audience on their technology of choice?
5. The Internet of Things
With so many connected devices (outside of cell phones) available to consumers today, marketers must make sure they are considering multiple formats for their messaging and promotion. Your audience isn’t tethered to a desktop. They are on smartphones, tablets, smart-home devices, artificially intelligent operating systems and more. Look for opportunities to connect with consumers in as many of these venues as possible.
Don’t be intimidated by the changing marketing landscape. It’s a brave new world, but it’s exciting and full of limitless possibilities. Be creative and watch for opportunities to share your message in new channels and forward-thinking ways. Embrace the marketing challenges of changing technology and consumer expectations and watch your brand thrive.