Facing and solving the big problems of digital marketing
Think about the types of digital advances we’ve seen in the last few years.
We’ve seen the rise of Blu-ray technology, the introduction of Facebook,
the invention of the iPod, the iPhone, the iPad and all their equivalent
technologies. Each time a new type of technology is introduced, it’s
accompanied by a wealth of attendant challenges for marketing professionals.
Recently, Marketingland.com writer Paul Roetzer, who is also founder and
CEO of PR 20/20 and author of The Marketing Performance Blueprint, released
what he feels are the top challenges facing marketers today and a few
bright ideas for how to solve them. How do you measure up?
There’s nothing more dangerous to a company’s brand name than a marketer
who has become technologically content. He’s satisfied with how his
marketing platforms are running, he’s coming in under budget, and once in a
while, a blog article goes viral.
But Roetzer said complacency like this is “bred by a lack of will and
vision, conservative cultures, stagnant leadership and internal politics
that lead to inertia over innovation.” He also cited a statistic from MIT
Sloan Management Review which found that 63 percent of surveyed companies
“felt the pace of change in their organizations was too slow” because they
felt a “lack of urgency” to change at all.
A lack of trained talent
Another major hurdle marketing departments face is being able to hire the
right people who have the right training for the job. In fact Capgemini
Consulting reported that 90 percent of companies feel their employees lack
all the necessary skills necessary to make their departments most
The problem is, university curriculums aren’t changing as quickly as the
times are, and graduates tend to be a little behind technological
advancements when they finish their schooling. The best candidates are ones
willing to learn on the job, are curious about what’s out there, have
strong writing skills, can think analytically, and are able to absorb and
apply great quantities of information about marketing systems quickly. It’s
a tough job description.
Roetzer’s word for this challenge was “redundancy,” which leads to
inefficient allocation of means, time, and money. It happens easily—some
platforms have dedicated jobs, while others dabble in several genres at
once. The best solution for this challenge, according to Roetzer, will
depend on your organization. There is no one right way to cut down on
redundancy, but having a dedicated content marketing solution can help as
it does several jobs at once, cutting down on the need for secondary
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