Marketers Face Challenges: Solutions to Overcome - Essay Sample

Introduction

On a wider scale than ever before, marketers in recent times face various challenges. With teams and budgets being lean for the most, the function of marketing has required more responsibility than ever of guiding a business towards its expansion even in the face of uncertain times. Therefore, what are some of the challenges experienced within the marketing industry and what are the solutions to the challenges?

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Some of the challenges experienced by marketers in the current world and their proposed solutions include the following:

Demonstrating the Marketing’s Value

Marketing is a vital function of a business that drives its growth and establishes a commercial advantage for the organization. The problem is how to tell the business that it is doing that. Proving the workability of a marketing strategy and communicating the return on investment of the marketing activities has always been an issue in the profession. The current times are the most critical in demonstrating the revenue growth and return on investment (ROI). With various senior marketers still failing to appear on the board level, marketing risks being perceived as a cost center and failing to get a niche on the future buy-in.

A solution to this problem is marketers to ensure that they communicate as much as possible how much pipeline their marketing brings to the business, and how the marketing contributes to the business growth to enhance further buy-in. This can be made possible by analyzing the options available and looking for the one with the most value to the marketing context, i.e., is large and profitable enough to realize the required financial goals (Jaworski et al., 2016).

Difficulties in Understanding Customer Behavior

This is not only a challenge for the parties interested in understanding and utilizing the patterns in consumer behavior but also a problem to the marketers who look to get customers on through digital platforms. Declines in brand loyalty also put marketers under strain. Consumers who are led by choice, price, and experience spell trouble for marketers who fail to deliver all the three ("Chattered Institute of Marketing," 2019).

With marketers being increasingly tasked with predicting and interpreting consumer behavior, the solution to this challenge is for them to keep a finger on the changing customer trends and expectations. They can do this by ensuring that their marketing strategies reach the target market by understanding the demographics of the target audience such as their location, age, financial background, gender, likes, and dislikes among others by conducting polls, surveys, and census data (Olenski, 2014). They should also improve their content marketing plan to ensure that customers engage more with the content for more of their behaviors to be understood.

Limited Technical Knowhow on the Efficient Use of Technologies in Marketing

Marketers have the task of engaging and adding value to customers, with the ultimate goal of delivering growth and staying relevant to their respective industries. A study by the "Chattered Institute of Marketing" (2019), showed that marketers, including those in senior roles, had limited working knowledge on Search Engine Optimization (SEO), programmatic advertising and the use of social media in marketing. This poses questions on how they would derive results from marketing platforms, without understanding how they operate.

To solve the problem, marketers should learn to use the digital platforms, and establish ways to interpret and draw conclusions from the information to make it relevant for businesses. They can utilize social media outlets and webinars to keep themselves updated on the latest marketing trends (Olenski, 2014).

Conclusion

To conclude, it is vital to establish marketing as a function that can deliver crucial commercial advantage. Marketers should aim at not only understanding the challenges that they face but also implementing the solutions to identify more opportunities for growth and provide more power and energy for the next business successes.

References

"Chattered Institute of Marketing" (2019). Today's top five marketing challenges. Exchange.cim.co.uk. https://exchange.cim.co.uk/editorial/todays-top-five-marketing-challenges/

Jaworski, B. et al. (2016). Seven big problems in the marketing industry. Ama.org. https://www.ama.org/marketing-news/7-big-problems-in-the-marketing-industry/

(2014). Six marketing challenges and the shortcuts to solve them. Forbes.com. https://www.forbes.com/sites/steveolenski/2014/09/02/6-marketing-challenges-and-the-shortcuts-to-solve-them/#1b855d233ad3