Five Common Frustrations for Digital Marketeers
Demanding a combination of technological know-how, creative thinking, and a strategic mindset, few careers are as fast-paced, inspiring, and fulfilling as digital marketing.
However, like all functions, it's not always plain sailing. Whether you're a specialist or a generalist, in a corporation or a start-up, there are a few universal challenges that will have you banging your head against the nearest wall from time to time.
1. The Quest to Measure Everything
In the golden age of Madison Avenue, marketing was all about jotting ideas down on a napkin during an alcohol-fuelled lunch. If people liked your idea, it was a success. The arrival of digital made everything measurable: from engagement, open and bounce rates to CPC, CPM and CTR. Whether requesting budget or reporting on campaigns, it's all about the metrics, which can overlook the more qualitative or emotional impacts of your marketing efforts.
2. The Demand for Magic Results
Many organizations saw the initial move from traditional marketing to digital marketing as a cost-cutting exercise. Unfortunately, that impression persists in many companies, where they expect a flood of web traffic and leads on little to no budget. Email, organic social, and SEO may be low-cost tactics, but paid is the fuel that makes the marketing fires burn.
3. The Ever-Changing Landscape
One of digital marketing's most exciting aspects can also be its most frustrating: it evolves continuously. It could be adapting to the latest Facebook and Google algorithms, integrating new SAAS solutions that identify and track customers, or needing to come up with a strategy for cutting-edge technologies like AI, VR, and chatbots. Digital marketers need to be passionate about discovering and learning how to use new tools.
4. The Jack of all Trades
Many digital marketers – especially in smaller companies – are expected to manage SEA, SEA, affiliate marketing, influencer marketing, social media, CRM, web management, and content marketing. Sometimes a sprinkling of PR, photography, video production, VR, and AI is even thrown in for good measure!
5. The Opinions of Others
HR managers rarely tell developers how to code. Sales execs don't tend to explain GDPR to the legal team. However, it can feel like everyone with an Instagram account has an opinion on digital marketing. Then there's the dreaded "Can you make it go viral?" request. Although a grain of salt is often required, the opinions and ideas of colleagues can often provide a useful insight into how your customers may be thinking.
Against the benefits of a career in digital marketing, these grievances don't stack up to much. Digital has high priority, and high visibility in all organizations, meaning its influence is significant and quickly apparent.
For employees who value impact, continuous learning, and the opportunity for flexible working hours and environments, a career in digital marketing is very much worth that handful of frustrations.