Biggest Challenges Faced by Digital Marketing Service Providers

Digital marketing is an essential part of the overall marketing strategy today. Without an effective digital marketing component, the traditional marketing campaigns have high risk of failure. With all its potentials and rewards for small and large corporations alike, digital marketing has its own challenges to deal with. The following article provides the most current list of issues faced by digital marketers.


  1. Increased Privacy and Security Concerns

With the debacle of Cambridge Analytica, over the Facebook data leak issue, there is a growing awareness and concern among users about internet privacy. The European Union issued the General Data Protection Regulation (GDPR) in 2016, and the final date of implementation is closing in . The law requires internet companies to ensure a higher level of privacy for the users and making the privacy policy clearer to the users. Furthermore, the law also necessitates that all personally distinguishable information about the users is not available publically without prior user consent. Non-compliance can result in serious legal problems.

Moreover, there is a stronger requirement for companies to put in place security measures that protect users from hackers and financial fraud. Web developers are now required to make sure that websites and web applications fulfill the strict requirements regarding confidentiality, integrity, and availability of data; along with numerous requirements regarding website design and configurations. If these requirements are not met, search engines will put red flags on your site, and may penalize your site rankings. They may also alert users of security or privacy threat even if you make it to the first-page listing somehow.

  1. Ad-Blocking Browser Extensions

The core of how digital marketing works is by placing ads on popular platforms where the users visit often to lure them into your own site. However, digital marketing can also earn revenue by placing ads on their own sites. With the advent of ad-blocking software, users can now block all sorts of ads on sites; making it difficult for marketers to reach them. While this can also help in enhancing User Experience (UX), since before them there were some sites which would bombard the users with countless pop-up ads, being more nuisance than information.

One challenge for the digital marketers and online content creators is to be reasonable with their ads-to-content ratio and produce content of such quality that users deem you as deserving to earn ad revenue. While these ad-blocking software hurt bad digital marketers, they actually help good digital marketers, by giving the users control over which websites they want to allow showing them ads.

  1. Ever-changing Algorithms and SEO Requirements

As with all areas of technology, the speed of algorithm updates from Google and other search engines keeps getting faster with the passage of time. Some industry specialists predict that algorithm updates will eventually be made unnecessary as search engines develop artificial intelligence capabilities, adjusting their algorithms in real time. This makes the task of online marketers ever more challenging. They need to keep themselves constantly up-to-date and even predict future changes to take full advantage of being the early riser. Standing last in a queue of 10,000 results is a sure way of never getting to the target market. Hell, even being on the second page might reduce the chances of attracting user attention close to zero.

  1. Attracting and Retaining Talented Staff

While being aware of industry and technological changes, is very vital for success, managing all those changes effectively and efficiently requires talented people. You can easily find highly qualified accountants, human resource managers, traditional marketing experts and engineers for your operations management. However, finding specialists who are good with digital marketing and SEO is not all that easy; since there are no specialized university courses available for SEO. Yes, there are university courses for software engineering and database management, but many of the skills needed by good digital marketers are self-taught or learned online.

While finding good talent is difficult, retaining them also requires considerable attention from the higher management. After all the employees are working hard to get them a higher return on investment. So should be the rewards associated with the work they are doing. If you keep your employees happy they will in turn keep you happy.

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