The Year 2021 was a full of big challenges for every Digital Marketer to overcome, just not because of Covid-19 pandemic but also because of major changes by Google and other Digital Platforms.
To beat these challenges, here is a detailed explanation of some of major challenges, so every digital advertiser can beat these challenges easily and can get the desired results for their clients and their businesses.
Changes in Privacy Policy for Online Marketing:
Recently there are major changes in Privacy Policy for Digital Marketing in terms of data collection & uses of that data.
In the past, most of the data collected about a user came from what they shared with the companies themselves. But now, more and more data is being generated from people’s online activities including their personal data. For an example now a days by the advanced technology and tools, advertisers are able to track user’s browsing behavior, their interests, choices, views, preferences and many more other personal data without having to ask for it directly.
This has led to a number of changes in privacy policies for online marketers. The first change is that now Digital Marketers have to provide more information to users about their data i.e. how and when their data will be used and why they need it. The second change is that some companies are now opting for anonymous tracking methods instead of tracking methods that lead back to an individual user’s identity at stake.
More Focus on Biding Strategies:
Due to regular updating and changes in bidding strategies by advertising platforms, Digital Marketers have to regularly update themselves & have to changes their bidding strategies accordingly.
A bidding strategy is a way for advertisers to control how they want their ads to appear on search engine results pages (SERPs) and on other web portals for better ROI.
Google in search engines & Facebook & Instagram in Social Media are major platforms which are globally used by Digital Marketers to advertise all types of business, products & services. But due lack of understanding of bidding strategies by Online Marketers can impact badly their budget and customers.
To advertise online, there are mainly two types of bidding options available – Manual & Automatic Bidding. For a Digital Marketer it’s a challenge to use proper bidding method, which will work best with their budget & their advertising goals.
Growth of LinkedIn and Instagram as Social Media:
In the last few years, there has been a huge growth in the number of social media platforms. LinkedIn and Instagram have grown more than others.
LinkedIn is a professional networking platform where professionals can connect with each other and find new opportunities. The company recently announced that they have over 500 million members on their platform. This number is more than double of what it was in 2011. Till 2021, LinkedIn had more than twice as many active users as Twitter, making it the most used professional networking site on the internet today.
Instagram is one of the most popular social networks with over 700 million monthly active users as of 2018. It has been ranked as one of the top five favorite social media sites among US teens and has been ranked as one of the top three favorite sites among US adults.
Due to growth of these two major social media platforms, targeting of customers on these platforms is also growing & Digital Marketers have to update themselves with policies, ad process, bidding and other technicalities, so they can achieve their goals within their planned budget and can beat the challenges.
Need more efficient code at development level for better ranking:
Website technicalities need more efficient codes for ranking in all search engines. These codes are the foundation of a website’s success. They are the key to getting your site indexed by search engines and ranking well in their search engine results page (SERPs).
The website is a digital representation of the company and it has to be optimized for both search engines and customers. A website needs to have an attractive design, clear navigation, and all the features that are necessary for conversion & better ranking and it is only achieved by more efficient code at development level.
Digital Marketing through Influencer marketers:
The word “influencer” is not new. It has been around for more than a decade now. But the way influencers are being used in marketing is changing. It’s a challenge as well as an opportunity for Digital Marketers to use Influencers in a way to target and meet their advertising goals. There are lots of Influencers who have a following of their own and can create content that resonates with their audience.
Nowadays, influencer marketing is becoming more affordable and accessible to companies of all sizes. This growth of influencer marketing has led to an increase in the number of companies investing in this form of advertising.
With over 1 billion monthly active users on Instagram, influencers have become an integral part of Digital Marketing campaigns for brands. It is estimated that the global influencer marketing industry will grow to more than $1 billion by 2022 with about 50% growth in North America alone.
By understanding & following above mention challenges & solutions, any of Digital Marketers can meet the challenges of Year 2022 and can achieve their goals easily.