4 Challenges Marketers Can Expect To Face In 2017

Mark Seyforth / Marketing / December 5, 2016

With the passage of time comes the evolution of the marketing industry. In a time when technology rules all and customers are starting to change their mindset, it is important for marketing companies to step their game up. Here are a few challenges that marketing companies are going to encounter in 2017:

  1. Figuring out how to provide the ROI

For years, one of the biggest marketing challenges has been measuring the ROI (return on investment) of marketing activities. This measurement is crucial in helping markets to understand how effective each marketing campaign or piece of content is. Proving ROI is also important if the firm wants to make an argument for increasing budget. It hasn’t always been easy to track the ROI of every single marketing activity, and it’s even worse when there is no two-way communication between marketing activities and sales reports. The best way to fix this will be to use marketing software and a CRM solution. A marketing firm can then use a service-level agreement to tie the two together. The best way to monitor ROI is to have a service-level agreement and inbound marketing.

2) Understanding the MarTech Landscape

When technology and marketing collide, the result is something many call MarTech. Marketing is changing faster than ever before thanks to advances in technology. In recent years, the number of vendors, predominantly software companies, who are vying for marketers’ budgets has gone through the roof. Between 2014 and 2015, the number of companies doubled from 1,000 to 2,000. In 2016, that number was 4,000, and within the next 18 months, it is expected to double again. Marketing companies will need to fully understand which solutions are available. They’ll need to make the right partnership to solve tech-related challenges.

3) Generating traffic and leads

According to the 2016 State of Inbound report, the top marketing challenge was generating enough traffic and leads. This challenge is likely to be even greater in 2017 as marketers will have an increasing amount of difficulty producing enough demand for their content as the competition stiffens. It’s hard for marketers to know when to focus their efforts now that there are many platforms for marketers to publish their content and even more ways to promote it.

If marketers want their content to produce traffic and leads, there are two questions they should be asking. The first is whether they are creating high-quality content. The content should be the type that people would be willing to pay for. The next question is whether they know what type of content their audience actually wants. Once they know that they’re creating the content their audience wants, they can shift their focus to promoting it in a way that makes their audience take notice.

4) Tracking and understanding customer experience

One big trend in technology is that the customer experience is being tracked. Integrated mapping is also being used to better understand the customer experience. This is a broader project than the specific problems that technology has been used to solve in the past. In 2017, tech vendors will be integrated into marketing firms. One way that tech vendors are helping to create a seamless customer experience is that they are developing apps to make sure their product works well with the other vendors’ solutions.

As we begin the new year, customer experience is about to change. Technology is constantly advancing and marketing firms are adapting to these changes to make sure they can get a leg up on the competition.

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Mark Seyforth
Mark Seyforth is an entrepreneur and marketing guru based in Coral Gables, Florida. Learn more about the ambitious businessman by connecting with him on LinkedIn, Facebook, and Twitter.

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