Digital marketing represents an area that is constantly changing rapidly, requiring those who specialize in it to remain vigilant to not miss the latest trends and avoid being submerged in the wave of digitalization. This introduction leads us to our first challenge that experts in digital marketing within small and medium-sized enterprises (SMEs) regularly face:
1. Acquisition of Know-how
In a world with such a variety of information, as is the case in digital marketing, it is always difficult to keep track and effectively absorb all this information. The high dynamism of digital marketing makes it extremely time-consuming, as not only must one absorb the existing information, but new information is constantly emerging, making the entire process extremely time-consuming.
2. Selecting the Right Strategy with Available Resources
Another aspect that often poses a challenge is selecting the optimal strategy with the available resources to help the company achieve the greatest success. Many SMEs unfortunately opt for less promising tactics, resulting in a loss of significant potential. The best strategies for individual companies are entirely individual and should always be evaluated on a case-by-case basis. Seeking support from experts is always a promising idea to ensure that the company fully exploits its potential in digital marketing.
3. Recruiting
Recruiting experts in digital marketing poses another challenge that can have a significant impact on a company's success. In today's rapidly advancing digital age, it is crucial to have the right experts on the team to ensure that the company consistently pursues successful strategies in digital marketing. The recruiting process must be tailored to attract promising talents actively, as skilled digital marketing experts always have numerous options.
4. The Required Marketing Know-how Has Changed
Compared to the past, the necessary know-how in marketing has drastically changed, with much now shifting to the digital channel. For example, digital marketing is now favored over print variants, and below-the-line marketing is more prevalent than above-the-line marketing. The demands on marketing experts have also changed significantly, with a high degree of specialization now required due to the countless innovations that have become integral to digital marketing in 2018. SMEs must ensure they hire personnel familiar with the requirements of modern marketing and consider replacing existing staff if they do not meet the demands, which can be a challenge for many SMEs.
5. Misconceptions
Another challenge is that many SMEs have misconceptions about how modern marketing actually works. The shift from creative to data-driven marketing, especially in digital marketing, has led to misunderstandings. Measurement and optimization in digital marketing are now highly reliable, contrary to the past. The time and effort required to manage various digital marketing areas, such as SEO, content creation, and multiple social media channels, are often underestimated, leading to overburdening a few individuals instead of having specialized personnel for each area. It is also a misconception that expertise must always be internally available, as external support or even outsourcing certain areas can be advantageous, particularly in digital marketing, although many SMEs often overlook this option. Furthermore, there is a fear that customers may be overwhelmed with content, leading them to turn away from the company. However, this is unlikely due to social media algorithms preventing content overload, with not all content being seen or consumed.
How to Professionally Overcome These Challenges
It is possible to overcome these challenges by applying the right strategies, which will be listed subsequently. These strategies support SMEs in becoming successful in digital marketing and making 2018 a year where these challenges are not an issue.
1. Digital Strategy
In digital marketing, it is crucial to have a specific strategy and approach all endeavors with a detailed plan instead of random actions. Each SME should have a defined "Digital Strategy," determining core competencies and how they should be conveyed digitally. This includes selecting the appropriate social media channels aligned with the company's profile, defining the company's presentation, and specifying solutions for more effective digital marketing.
2. Outsourcing Digital Marketing Alternatively
If digital marketing is not an SME's core competency, outsourcing this area to external experts is advisable. Professional digital marketers often work independently, offering access to talents that may not be available through internal recruitment processes.
3. Identifying Necessary and Cost-effective Tools
Marketing Automation
Marketing automation systems significantly benefit marketing teams by streamlining processes that were previously manual, generating and nurturing leads effectively based on data-driven strategies. These solutions reduce the need for extensive personnel, making digital marketing more efficient, cost-effective, and detailed.
CRM
CRM software is essential for maintaining customer relationships and aligning marketing automation programs for optimal efficiency. CRM solutions help understand customers better, refine company tactics, save time by automating data entry, and improve communication within the company and with customers.
4. Scientific Approach
Implementing a feedback loop helps improve a company's digital marketing continually, resulting in better outcomes. This feedback loop involves strategic planning, execution, customer feedback, and feedback analytics, creating a closed-loop marketing cycle. Conclusion: Despite the challenges that SMEs face in digital marketing in 2018, there are corresponding solutions to overcome these obstacles professionally and effectively. Digital marketing is an ever-evolving field, requiring companies to remain vigilant to seize opportunities and outpace competitors who do not develop at the same pace.
