The world of digital advertising is a complex sphere that uses a vast
network of online channels and platforms to reach out to the consumer.
Businesses spend tons of money on online marketing to attract potential
clients and eventually convert them. While this contemporary publicity
style is incredibly useful, it has a downside, which marketers tend to
overlook more often than not. Resultantly, they fail to fully leverage
the very productive digital advertising resources. But with better
efficacy measuring metrics, online marketing optimization is possible.
The first step to making the most out of digital marketing resources is
identifying the common pitfalls. Generally, four challenges are touted
as the stumbling blocks in the field of online marketing, which include
- Not having an all-encompassing campaign plan
- Not tuning the various digital advertising features for mobile devices
- Not identifying the most effective platforms
- Resistance to experimentation
While skirting around the challenges mentioned above may seem tricky, it
isn’t. Thanks to the AI-driven machine learning algorithms, now
marketers can precisely detect the loopholes in their strategies and fix
how you can go around the four common challenges of digital advertising.
Not having a Holistic Approach
Marketers need to have a comprehensive, well-thought-out campaign plan
that is compatible from start to finish to ensure that all of their
advertising tools are working collectively. Without a holistic approach
to online advertising, field experts can feel a little lost during a
campaign because of the modular nature of digital marketing. That is,
since planning and executing an effective advertising campaign involves
multiple channels, having a crystal clear idea about which platforms are
to be utilized, how much money each platform will get, and which channel
will get the most content is essential. A thorough advertising plan is
far more efficient than a haphazard one.
Overlooking the Significance of Mobile Devices
Today’s consumer spends most of their time on mobile devices; therefore,
it’s imperative to create advertising content compatible with the
ubiquitous gadgets. For instance, making advertorials in a vertical
format that’s native to mobile. By optimizing the mobile world,
marketers can significantly improve the efficiency of their advertising
Failing to Spot the most Effective platforms
The efficacy of a marketing campaign is assessed by the conversion rate
of potential clients. While computing conversion rate is relatively more
straightforward, figuring out which advertising tool led to the
conversion isn’t, but is essential to fully benefit from channels that
generate the most results. Thanks to smart attributing models, now
marketers can precisely locate the touchpoint (multiple stops/platforms
a potential client visits before becoming an actual customer) that
converts a possible consumer. Hence, businesses should employ modern
attributing models to identify the most effective advertising platforms
in a campaign.
Fear of Experimentation
Most corporations suffer losses or failures to optimize their
advertising resources due to fear of experimentation. Experimenting is
the superset of failure, which means every trial possesses the
possibility of failing, but that doesn’t mean it will. Many times
marketers miss out on highly profitable business opportunities by not
trying and testing new methodologies. The quest to come up with new ways
of strategizing can often lead businesses to unprecedented success.
If you wish to circumvent the common challenges of digital advertising,
consider employing the mentioned tips, and you’ll notice a stark
difference in the efficiency of your advertising campaign.