Every marketer faces different challenges.
Although everyone has similar goals, the problems are generally different. Some teams struggle to recruit top talent, while others struggle to find technology that fits their needs.
Either way, you need to improve in some areas to turn your marketing into a more effective wealth generator.
But market change is often fast-paced, so it can be difficult to determine which areas you want to develop to foster stronger growth in 2021 and beyond.
So it makes sense to stop and think about the biggest challenge we will face this year.
Because once you identify the problems correctly, it's a lot easier to fix them.
So, what happened in 2021?
Based on the experiences and developments in the first half of the year, let's review the global marketing issues currently affecting the industry.
During the period, I also visited and interviewed some experts, I will try to analyze these problems in detail, and give tips to deal with these challenges.
1. Generate traffic and customer leads
Generating enough traffic and leads is definitely the biggest challenge facing global marketing in 2021.
In 2021, both search and content are growing, and new channels are popping up.
At the same time, the world of privacy, identity and cookies is constantly changing. As the world continues to deal with the pandemic, the economy is also changing.
Changes in privacy don't mean you have to learn how to rethink your strategy.
To weather this storm of change, marketers need to be vigilant, monitoring and understanding industry-wide acceptance of privacy protocols and updates across search, social and native platforms (consumer and marketing/advertising).
At the same time, rely on peer support and the power of networking to share best practices and learning.
On the other hand, with time and competition increasing, marketers have so many platforms to choose from to publish their content and even more ways to promote it, so it’s hard to know where to focus your efforts. where.
So what can you do?
When it comes to content that generates enough traffic and customer leads, marketers should ask themselves two questions: Are you really creating high-quality content? Do you know what type of content your audience really wants?
For example, when asked how they learned about a product or service in 2021, 69% said they would prefer to watch short videos rather than text articles, infographics or e-books. This means that if the majority of your product-related content is ebooks or articles, you're likely to miss out on most video-loving consumers.
In addition, the length of videos produced by businesses is also increasing.
Compared to 2019, the number of videos of 30-60 minutes will increase by more than 100% in 2021, indicating that longer video content is becoming a more popular option for businesses.
To ensure that the content you create resonates best with your users, you need to do frequent reference analysis. Generating more leads in 2021 with effective tools to properly track the types of content your audience likes the most.
Also, once you know you’re creating the type of content your audience wants, the next step is to promote it in a way that gets your audience noticed.
More than ever, people are overwhelmed by content.
Consumers now don't have to use search engines to find answers. Instead, notifications from their phone fill their screen or time. To keep up with the trend, you'll want to consider exploring other distribution methods—such as social media—to increase brand awareness.
2. Provide return on investment (ROI) of marketing activities
Measuring the return on investment (ROI) of marketing campaigns has always been a challenge for global marketing.
When asked how confident marketers are in telemarketing list setting budgets for projects that impact full-year revenue, about half (48%) answered that they were only somewhat confident.
Today, this metric remains an important way for marketers to understand the effectiveness of each specific campaign or content.
Additionally, validating ROI is often closely tied to increasing budgets.
Without tracking ROI, there is no demonstrable ROI. Without ROI, there is no budget.
While ROI is a key statistic that shows the success or progress of a campaign, tracking the ROI of each campaign isn’t easy, especially if you don’t have a two-way communication channel between your campaign and your sales report.
Marketers are challenged to prove that their efforts are paying off, and 2021 will be no different.
Demonstrating ROI doesn't always mean putting in extra work or effort, though. In fact, certain techniques can incorporate ROI into existing workflows.
Take, for example, a client's web activity. Marketers can now create and use built-in analytics tools or platforms that provide real-time data — such as how much time is spent browsing a certain web page. Armed with this information, marketers can better measure the benefits, develop strateg