The year 2023 witnessed significant advancements in AI, altering the marketing landscape akin to the industrial revolution. Google’s new EEAT search ranking factors and the shift in consumer buying behavior, with a preference for social media shopping among younger generations, have also been game-changers.
One of the primary challenges marketers faced was aligning sales and marketing teams, with 35% citing ineffective communication as an obstacle. Successful alignment, which leads to faster profit growth and higher customer retention, can be achieved by setting clear, shared goals, fostering transparent communication, sharing data via CRM systems, and soliciting feedback from sales teams on lead quality.
Recruiting talented individuals was another hurdle, with 35% of marketers struggling to find candidates with the right skills amidst a competitive job market that demands better work-life balance and flexible working conditions. Strategies like personalized outreach, clear job descriptions, and understanding candidate motivations were recommended for attracting top talent.
Additionally, 28% of marketers found it challenging to understand the social issues their audience cares about. Authenticity and alignment with brand values are crucial when addressing social causes. Market research, including surveys and social listening tools, is essential to identify and authentically engage with these issues.
Creating content that generates leads was a concern for 24% of marketers, especially with Google’s EEAT guidelines emphasizing content with credible experience and AI changing content consumption patterns. The focus has shifted to niche topics and personality-driven content, with subject matter experts providing valuable insights.
Lastly, gaining and keeping followers on social media was a challenge for 18% of marketers due to the oversaturation of content. Employing employees as influencers and creating engaging content are strategies to build a loyal social media following.
Overall, these challenges require innovative, iterative strategies and a willingness to adapt to the evolving marketing environment. Collaboration and leveraging the right tools and insights are key to overcoming these obstacles as the industry moves forward.
Key Takeaways:
- Advancements in AI and changes in consumer behavior, such as increased shopping via social media, have significantly impacted marketing strategies.
- Effective communication and alignment between sales and marketing teams are essential for organizational success and improved customer retention.
- Marketers face the challenge of creating content that resonates with their audience’s values and generates leads, amidst the evolving dynamics of content consumption and search engine algorithms.
“Strong sales and marketing alignment is critical for any successful organization. And yet, it’s undeniably challenging to facilitate strong communication to help these two teams work better together.”
More details: https://blog.hubspot.com/blog/tabid/6307/bid/33820/5-major-challenges-marketers-face-and-how-to-solve-them.aspx
