The process of applying digital technologies like emails, databases, blogs, mobiles and other recent

innovations such as social networks to contribute to marketing activities whose goal is to achieve
profitable gains and retention of customers through realizing the strategic significance of digital
technologies and developing a planned tactic to enhance customer knowledge by concentrating on
their profiles, behavior, and what makes them loyal and then presenting online services that
correspond with their individual needs.

Advantages of technology

Marketing has developed tremendously with the evolution of technology. The internet, which is
continuing to grow rapidly, is one of the most important technologies that have affected marketing.
It has destroyed all boundaries such as time and distance. Manufacturers can now connect with
customers without any constraints. It also gave an opportunity for small regional companies to
access bigger markets and compete internationally. The internet exposes customers to these various
markets, which gives them the chance to choose from a wider range of products so they would find
exactly what they are looking for. Another positive impact of technology on marketing is that it
allows companies to store information about each customer in order to understand them more
thoroughly using past behavioural data. Getting feedback from customers has an important role in
marketing. Knowing the weaknesses and strengths of their product would be extremely useful if
they received feedback from customers instantly. If there were any deficiencies or traits in the
product which customers were complaining about, the manufacturers could find solutions or
enhance their product as soon as possible so it doesn’t result in a loss in sales. On the other hand
receiving positive feedback and knowing the strengths of their product lets them know what to focus
on in manufacturing the next product or what to focus on in advertising for this product.

According to him, remarkable marketing is the art of creating things worth noticing instead of using
marketing as an add-on in the last minute and that is because if the product or service you’re
offering is not remarkable then it is invisible. He also clarified that it is safer to be risky and that you
must fortify your desire to do amazing things. It becomes very crucial to create remarkable things
which are worth talking about once you realized that the traditional ways have faded.

Unlock the secrets to overcoming these digital marketing career challenges right now:

Challenge #1: Producing Effective Referrals

One of the top career challenges a digital marketer faces today is being able to build effective
referrals to the brand’s website. You want your consumers to click on your ads, your social posts,
and other online media and take action on your website.

This isn’t always easy in a competitive digital space. But you can make the chances of getting click-
throughs to your website higher by tweaking your ad and social copy to ensure your calls to action
are short, sharp and make a very specific ask of your consumer.

Consider taking a digital marketing copy workshop or online course. Practice with slightly different
posts on social and in emails — just make sure to send them at the same time a few days apart —
and then analyze the data to see which copy gets more click-thrus. You’ll learn a lot about attracting
consumers and generating referrals simply by changing a few words here and there. It’s a subtle but
powerful skill to have in your digital marketing toolbox.

Challenge #2: Generating Traffic

Related to generating effective online referrals to your brand’s website, a digital marketer faces the
pressure of generating traffic. This is different from a referral — as you want to identify the most
efficient way for pushing people to your site with a referral.

Generating traffic refers to the overall number of individuals who are coming to your site and how
long they are staying. By increasing the traffic to your site, you increase the possibility of convincing
that consumer her or she needs to buy something. How do you do that? You have to post the RIGHT
content, as expert digital marketers will attest.

The good content is going to be slightly different for every brand, but you can determine what is the
best-performing content on your site by doing a simple analytics analysis. Pull the data from the last
30 days of traffic on your site. Look at your top-performing blog posts, the most-clicked stories or
photos, your referrals and the type of content (copy, photo, video, social, etc.)

If you don’t understand your data — then you can’t influence your traffic. That leads us to the most
important RIGHT content for your site:

Challenge #3: Become a Video Expert

Another career challenge before a digital marketer is to learn to be a creative, out-of-the-box thinker
when it comes to content promotion. The kinds of content you showcase on your social channels, in
your ads, and on your website will determine whether a consumer is convinced to stay on your site,
browse and buy. Now, as any digital marketer knows, you can’t stick to just one kind of media. You
need to layer your strategy so that you are hitting consumers with different kinds of meaningful
content.

That being said, you also have to meet consumers where they are with the kinds of content they
want to see. That means blogs and traditional stories are going to take a backseat. That’s because
the top way to attract consumers in 2017 is going to be via video — both emotive, captioned, short
videos and live videos on social media.

So if you’re not on your way to learning to be a video expert, then you need to take a course or
brush up on your multimedia skills. Video as the top content for digital marketers is only going to
rise!
Challenge #4: Convincing Your Brand You Need More Money

Digital marketers are creative people. They like to think big picture and digital design campaigns that
are going to “wow” consumers and make them feel something substantive toward the brand. In
theory, this leads to a sale. But the other, more complicated role of a digital marketer is to secure
enough money to deploy a killer campaign successfully. To do this, you’ll need to learn the tactics for
convincing the higher-ups you require more money to pull off your digital campaign.

Digital assets are not cheap — and the rise of video will continue to boost the buy-in for a digital
campaign — but you’ll need to learn how to make your case, prove your point and be unafraid to ask
for a boost in your budget. How can you do that? Study your data from your campaigns and show via
data that there is a return on investment or ROI for the dollars spent.

Challenge #5: Keeping Up with Web Trends

A digital marketer constantly must be nimble when it comes to directing the design and curation of
content on the brand’s website. The actual job of uploading content and creating it will not be your
job — but the strategy behind the website will be your job, and that will be challenging on several
fronts.

That’s because the brand’s website is the gateway for the consumer to understand the company and
to decide if he or she wants a relationship. If your website is too slow, you risk losing the customer. If
the consumer uses mobile to browse sites — as most consumers do these days — and your website
isn’t optimized for mobile, you’ll probably frustrate your user and send him or her away. Finally, if
your site isn’t optimized via SEO or search engine optimization guidelines, then your site may not
even show up in search results.

The bottom line here is that keeping your website updated with the latest trends and securing its
optimization for speed, mobile and SEO are critical. Juggling all of these areas is a challenge for the
digital marketer — and that’s where delegation really can help you.

You want a team on your side who are experts in each of their roles and who can take on the
different optimization layers. You’ll also need to work with a savvy web architect and manager to
make sure your site constantly is updated and featuring fresh content. You want your user
experience to be seamless, easy and engaging every time he or she clicks on your site.

Challenge #6: Keeping the Customer First

With so much online competition out there for your customer’s attention, you have to be willing to
think “customer first.” That means doing everything you can to make sure the customer’s needs,
questions, concerns, and perception of your brand are at the top of your list.
One way you can address prospect customer needs is via email and social automation. These are two
of the easiest ways you can think of the customer first. Has an automated email set up so that when
a customer emails you with a question, they immediately get a reply from you following up, letting
them know you are looking into the matter and that you will respond in a set amount of time.

Another way brands have been automating customer service is via social media. Southwest Airlines,
for example, has made a reputation for itself in addressing issues in air via Twitter. Be on top of the
customer’s concerns via your digital marketing efforts, and you’ll be closer to helping your brand
perform ahead of others.

Challenge #7: Sifting Through Technologies and Platforms

Finally, there are new platforms to aid you in your digital marketing campaigns and brand new
technologies promising to take your brand to the next level — and you’ll consistently see these and
be tempted to try them all. We need only remember how live-streaming video Periscope has under-
performed or how a similar app called Meerkat tanked. If you don’t weigh your options carefully —
and give new apps a chance to perform in the market — you’ll just get overwhelmed and send your
brand underwater if you pursue them all.

As a digital marketer, it is your job to sift through the weeds and cut through the noise to identify
the best technologies that can help your brand. Sometimes that means you’ll need to consult with
trusted colleagues and experts in the industry. It also means you’ll need to be a student of trends
and make a daily habit of reading updates in the industry.