The pace of digital marketing transformation has been accelerating for nearly a decade, but the pandemic has accelerated it dramatically. The result? The marketing talent pool has evolved, marketing communications are constantly changing, and the number of digital marketing agencies is rapidly increasing to provide companies with the solutions they need to help them enter the world of digital transformation.
In the age of digitalization, marketing is one of the most important catalysts for growth, offering an ever-increasing range of channels and platforms to explore. Digital marketing development is no longer an organizational addition; It is now an essential part of a company’s existence.
Despite this, there are still many obstacles to digital marketing transformation. These obstacles or “pushbacks” limit organizational development and put brands at risk of drowning in the digital space. As a result, companies are increasingly striving to deliver exceptional customer experiences everywhere.
But what are the barriers to digital marketing transformation? Let’s investigate.
Also read: Reasons why your company should invest in digital transformation
Reluctance to change
Digital marketing transformation is about more than just experimenting with new marketing methods and technologies. A culture change is necessary for a successful transformation. Shifting your marketing strategy to the digital world cannot happen if your top decision makers have the mentality: “If it ain’t broke, don’t fix it.” So one of the main obstacles to success is resistance to change.
Without the support of senior leadership, things will never improve. What works today may not work tomorrow in this fast-paced, ever-evolving digital world. You need to develop a solid and compelling digital marketing strategy if you want to prevent your business from suffering the same fate.
Data management challenges
Digital marketing transformation tactics fail at the first obstacle when there is no access to tangible data that everyone can understand and use to their advantage. Developing digital marketing requires strategic thinking, intelligence and insight. Without access to quality data, digital marketing transformation becomes an uphill battle. Accessing relevant information in a single place is important to ensure everyone is on the same page.
You can’t move forward with weak or fragmented data. When selecting digital tools, prioritize data ownership and quality and ensure that partnerships do not prevent you from maintaining access to and control of your data.
Lack of knowledge and talent
Youngest McKinsey Global Survey The results show that 87% of companies report that they either already have skills gaps in their workforce or expect such gaps to emerge in the near future. This lack of marketing skills directly impacts your business. Because the industry is constantly changing, this can impact your company’s ability to implement new technologies and tactics.
To improve, consider hiring a new group of marketers, introducing additional academies to upskill your current marketing staff, and considering outsourcing to marketing firms that can bring complementary expertise and skills to the game.
Financial restrictions
Budgets are another significant barrier to digital marketing transformation. Changing your entire marketing department is a difficult task, and there are many factors to consider when pursuing your digital goals. When planning digital marketing transformation, many companies overlook the costs of employee training and updates to legacy IT systems.
It is important to remember that in addition to investing in new platforms and technologies, unexpected difficulties can arise when integrating the old with the new.
Fights and power politics
Unfortunately, business is a place where there are politics and power struggles. Selfishness and self-interest can make things difficult. Decision makers who determine the pace of change within the organization may unconsciously or actively limit development in order to maintain power and control.
If you suspect that certain people or departments are slowing progress, take steps to determine what aspects of the process are driving and intimidating them. Use this information to make purchasing decisions with a more strategic approach at every stage of the change management process.
About Reach First
Reach First is a digital marketing agency comprised of a group of motivated individuals, professionals and visionaries who have come together to help you achieve business success. We have the resources, enthusiasm and drive to make every project we work on a success story.
Reach First’s primary mission is to help companies exceed their sales and growth goals through digital marketing.
Do you want to transform your business with digital marketing? Contact us for more information.