Everyone is doing digital marketing these days. The growing number of digital marketing instruments available and the fact that they are all incredibly accessible lead to the use of digital marketing by organizations of different scales. The digital marketing landscape is highly saturated at the moment. That can only mean one thing: there are more challenges to overcome in order for your messages to be delivered successfully through digital marketing campaigns.
Those challenges, however, are solvable. Through carefully crafted campaigns, a better understanding of the audience, and improved digital marketing know-how, the most common challenges in digital marketing can turn to opportunities to seize.
Targeting is the first challenge to overcome. Before you can craft an campaign, you have to select a target audience that suits your organization best. You cannot expect to deliver key messages successfully when they are delivered to the wrong audience groups.
Targeting doesn’t have to be complicated either. Listening and research tools are widely available, and they can help you gain more insights into the suitable target audience for your business. At the very least, you can start by identifying your target consumers and working your way to suitable audience segments from there.
More importantly, you can learn a lot about the audience using the same listening tools. More insights lead to a better understanding of the audience, and that leads to a better understanding of how to best shape your key messages and deliver them successfully.
Planning is the next challenge to tackle. The availability of digital marketing instruments leads to businesses using them incidentally rather than as part of a bigger campaign. If you find your messages or digital marketing execution to be inconsistent, this incidental approach to digital marketing is the reason.
Rather than focusing on one program at a time, build a longer narrative that ties multiple campaigns together. A longer narrative offers a handful of benefits that you cannot afford to miss in today’s competitive digital landscape.
The only challenge left is making sure that the long narrative you use to represent your brand gets represented correctly – and in a consistent way – across multiple campaigns. That leads us to the next challenge to solve, which is….
When you have multiple campaigns or programs running at the same time, it is easy to lose track of your key messages. This is an issue faced by many businesses, small and large, when they start utilizing digital marketing instruments more extensively. Fortunately, there is a simple solution to this problem as well.
Better project management is a must. More and more digital marketers use to better organize campaigns and tasks associated with them. It is even easier to organize large, complex campaigns when you begin implementing Kanban as a way to manage tasks.
A Kanban board can be customized to suit your digital marketing needs. Kanbanize, one of the best tools on the market, lets you set up custom Kanban boards for individual campaigns. You can then use the standard Agile project management structure to maintain alignment and ensure smooth completion of tasks and campaigns.
The implementation of a Kanban board also brings an added benefit: the ability to monitor your campaigns visually. There is something about seeing tasks as cards that make organizing complex campaigns easier.
Digital marketing is never a one-time thing. You cannot expect to stick to a single strategy without closely monitoring the results of that strategy. Monitoring, in the end, becomes an inseparable part of every campaign you run. A failure to monitor digital marketing campaigns will result in your key messages being buried under a pile of noise.
Monitoring is how you learn about key metrics around your digital marketing activities. Do you want to know if your key messages reach the audience in its original form? Are you wondering if your ad spending goes to the right advertising networks? You need close monitoring of campaigns to answer these questions.
You’ll start optimizing your campaigns without having to wait until the end of the cycle. That’s how you know you have implemented the Agile project management methods successfully. In fact, that’s how you know that you are on the right track of refining your digital marketing efforts.
So, are you ready to solve these digital marketing challenges? Use the tips and tricks we covered in this article to take your digital marketing efforts to the next level.