Over the last decade, a huge shift has occurred from traditional marketing techniques to digital strategies, and many marketers are still catching up. As the marketing landscape continues to change, here are some of the main challenges facing marketers, along with how they can overcome them.

Measuring ROI

Measuring ROI has always been a challenge for marketers. Proving that the marketing is having a positive impact on profits can affect the marketing budget. And with digital marketing, you now have to find a way to justify spending money on relatively new techniques.

Fortunately, measuring your marketing results has never been easier. In fact, this is one of the big advantages of digital marketing, and you can now get a better understanding of how well your marketing is performing.

Whether is measuring email open rates, Facebook ad clicks, landing page conversions, PPC clicks, or anything else, digital provides a way to find out exactly what is working and what is not.

Getting the Right Tone on Social Media

Many companies that have only used traditional methods may be confused by the whole idea of social media marketing. Some marketers have only just got used to the idea of having a regular blog, and they are unsure where social media fits into things.

It is now becoming generally accepted that a social media presence is crucial, but knowing how to go about social media marketing is a mystery for many traditional marketers.

The key focus should be on avoiding selling (unless you are advertising on social media platforms). Instead, the focus should be on getting involved in the conversation, sharing your expertise, sharing valuable content, and showing a more personal side of your business.

Also, focus on the networks where your target audience is most likely to be. There are many excellent sources where you can get advice on getting the most out of social media marketing.

Combining Digital and Traditional Marketing

Many traditional marketers are unwilling to leave their tried and tested methods behind, but there is no reason to do so. Traditional techniques are still very effective, and the challenge comes when finding a way to best combine them.

But there are many ways that you can do this. For example, when you place an ad in a newspaper, add a link to your social media site. Try to create marketing campaigns that run over both digital and print. Don’t see them as separate, and instead see them as part of the same thing.

Justifying Higher Costs

Traditional marketing can cost more than digital. When many forms of digital marketing are more cost-effective, it can be harder for marketers to justify the higher costs. It is therefore important to make savings wherever possible. For example, you could invest in a stamp affixer to make your direct mail campaigns more cost effective.

Choosing New Technology

There is so much new technology available today for digital marketers. Starting from SEO to pay-per-click ads, the options that are available are numerous.

In order to choose the most appropriate tools, first, you must know your goals, whether it is to measure the effectiveness of a landing page or track your social media mentions. Then review the tools available for that task. Alternatively, you could also consider availing services from a great company that specializes in digital marketing, such as iTonic.

Overcome Marketing Challenges to Boost Results

These are some of the main challenges faced by marketers in this changing environment, but they are all easy to overcome. The main takeaway from this is that while marketing becomes increasingly digital, there is still a place for traditional marketing, as long as you know how to combine the two effectively.

Ava Dawson works as a marketing consultant, she also has graphic design experience and enjoys combining her two passions in both digital and traditional methods.