ABSTRACT

This report will be demonstrate my

understanding of the Digital Marketing
Communication Trends and Issues.

JNR HARO POSA

BBUS Y2 - #00282052T

MKG203 – DIGITAL
MARKETING
COMMUNICATION
TRENDS AND ISSUES AFFECTING DIGITAL MARKETING

0|Page
Current issues and Practices affecting digital marketing
There are many issues and problems faced by companies anytime during their digital
marketing experience. The practices used today in digital marketing cannot be average due
to the fast changing digital world, with digital marketing advancements happening in a blink
of an eye, marketers in the digital world need to be up to date with the trends happening
around the world. From small budgets to struggling on social media, these are the four most
common issues and practices in digital marketing. (www.10thdegree.com)

TURNING ISSUES INTO SOLUTIONS

The biggest digital marketing issues concerning small businesses is how to stand out against
bigger competitors without using the same digital marketing budget. This issue is commonly
paired with the feeling that Googles search algorithm is slightly unfair towards brands –
though Google says it’s not true (https://www.10thdegree.com/4-common-digital-
marketing-problems-best-solutions/). While everyone can’t speak the truth about these
opinion, many large competitors can feel like they have an unfair advantage. The
recommendations followed are some of the best ways that could equal the playing field.
With a small budget, a major part of its success is stretching every dollar. When it comes to
digital marketing, any company can get maximum marketing Return on Investment by
segmenting their target audience. Breaking up the audience into customer segments can
help to reach out to customers more effectively. Segmenting the audience will depend on
what type of business you operate, most common segmentation includes demographics,
lifestyle and behaviour. Get social specific if marketing digitally with a small budget,
because your budget differentiates between your business and its competitors, you might
not be able to compete in all social media platforms. But this can’t stop the business from
using social media platforms to target its audience, picking the best performing platforms to
target each segmented customers to achieve business objectives instead of managing a lot
of social media profiles all at once. Connect with industry influencers to develop
relationships.

TURN CLICKS INTO CONVERSIONS

The number of clicks combined with the weak conversion rate is the most common issue
faced by a lot of businesses in the digital market. Companies are frustrated to see many
visits to their social media page or web page but no equal benefits in the boost of sales.
If there are significant number of clicks with a weak conversion rate, the most likely source
is the audience itself. The company may be using the wrong social media platform to target
its segmented customers. Another main problem with the low conversion rate could be the
in effectivity of the landing pages, landing pages should not be complicated which will result
in potential customer loss. Landing pages should be simple, and helpful with a sophisticated
design that will keep the user on the page. Landing pages should also be extremely fast
because nearly all customers have very little patience for websites to load. All effective
digital marketing campaigns match landing pages to the messages, offers, and the original
point of content at any time.

1|Page
SEO Competition
Search Engine Optimization competition can be discouraging depending on the businesses
geographical location and the industry it’s in. There could be a thousand competitors, all
aiming for the same few spots on Googles front page. There are also hundreds of moving
parts to search engine optimization and trying to figure out how to stand out against large
competitors. The best way to do a search engine optimization is try something your
competitors don’t do. Instead of using short-tail keywords or phrases which are sources of
high clicks and low conversion rate of consumers, whereas longtail keywords and phrases
offer a higher conversion rate and less competition for first page spots. Longtail keywords
are better for accessing shoppers lower down the sales funnel who are seriously considering
a purchase (https://www.10thdegree.com/4-common-digital-marketing-problems-best-
solutions/). If resources and budgeting limitations are making ranking well impossible, it’s
not necessary the end of the SEO line. Instead of competing for the first page on Google, try
the first page on Googles-owned YouTube. YouTube is much bigger than all of Googles US
Search Engine combined, video marketing could showcase business services and products
well, and it will also rank in the “videos” part of the Google search. It’s hard to under
estimate the importance of excellent website customer experience. Customer experience
includes user experience as well the copy, content, style and business practices that all add
up to the users’ website experience, if the website prioritizes customer experience than
Googles algorithm will take note if users are enjoying your site and will reward a higher
ranking for your SEO.

Social Media is Declining

Social media is seen as a quick, easy and free engagement tool for businesses to
communicate directly with its audience digitally, in reality, it is hard to get the medium
channel right, many businesses use social media to have an online presence with no
intention of persuading customers into purchasing their product or service. A major
problem is automation, it can be used for basic tasks but many companies tend to advertise
using automated social media marketing, that isn’t social media
(www.Youtube.com/roshillars ). Posting frequently on social media channels will depend on
the business type and the industry it’s in. Posts on social media should offer real value to the
customer experience digitally to engage the customer’s interests in reality, all posts should
have a good reason. Successful social media campaigns involve direct B2C communication
within the platform, it could be customer reviews, engaging in LinkedIn discussions, replying
to comments on Facebook, or retweeting customer-generated content. This helps the
businesses generate higher social media metrics through the board. There are also
professional requirements, standards and procedures in place for all businesses, to interact
with customers appropriately for the social media platform, company style and target
audience. Building word of mouth with digital marketing can be challenging, but social
media has significantly helped businesses to interact with its audience, some using it to their
advantage to use its customers as its promoters.

2|Page
Email Marketing
Email marketing has been an increasing trend with many businesses moving into it, it helps
consumers to interact directly with the business. Not in this case, many businesses use
automated email marketing because it’s much cheaper and relevant to them, many
customers want real interaction with businesses which is what many businesses are not
offering.

MY BLOG LINK = hposa21.wordpress.com

3|Page
REFERENCES
 https://www.10thdegree.com/4-common-digital-marketing-problems-best-
solutions/

 www.Youtube.com/roshillars

 Chaffey, Dave, and P. R. Smith. Digital Marketing Excellence: Planning, Optimizing

and Integrating Online Marketing, Taylor & Francis Group, 2017. ProQuest
Ebook Central, http://ebookcentral.proquest.com/lib/think/detail.action?
docID=4834186

4|Page