The Roadblocks to Digital Marketing Transformation

July 15, 2022

According to Adobe’s recent Digital Roadblock Report, organizations are struggling to keep up with a fast-paced industry. The most common challenge is the speed of change, with 44% of respondents worried about their ability to keep up. Other concerns include a growing need to create compelling content, improve mobile experiences, and respond to customers faster. Fortunately, data utilization and working across channels can help companies meet these challenges. But how do you overcome them?

Lessons from McDonald’s

If you’re looking to create a digital marketing transformation strategy, you can learn from the lessons learned by McDonald’s. This iconic fast food chain has made many changes since the 1970s to better serve its customers. One example is its move to digitize the dining experience, which led to a new mobile app and digital ordering kiosks. This strategy has made it easier for customers to order their food from the comfort of their homes and eliminate the need for a waiter. This has also helped the company launch MyMcDonald’s Rewards, which is the first global digital offering in the company’s history.

While many businesses are focused on digital marketing, the McDonald’s brand has mastered this strategy. Its restaurants are three minutes apart, and customers flock to them for quick service. By using digital marketing channels, the company engages consumers in a unique way. It has also fought against rumors about the quality of its food, offering transparency through its digital marketing channels. In addition to its exemplary digital marketing transformation, McDonald’s has received a Long Term Excellence Award from The Marketing Society.

Organizational silos

In today’s digital world, the importance of integrating offline and online marketing strategies is higher than ever. Organizations should avoid silos by integrating their data and information across all marketing channels. Customers do not distinguish between different departments; they want an effortless experience whether they call the company on the phone or fill out a web form. Integration among departments and teams must be consistent. As the stakes of digital marketing continue to rise, silos must be broken down and the marketing teams must work together to provide the best experience possible to customers.

Data silos limit the ability of companies to analyze their data and make informed decisions. Similarly, they limit the ability of companies to manage data governance on an organization-wide scale. Not only does siloing data hinder organizational decision-making and compliance, but it also exposes sensitive data to misuse and security risks. To avoid this, organizations should learn about data silos and data integration. Using these tools can make the most of your data.

Lack of buy-in

Despite growing awareness, lack of buy-in to digital marketing transformation remains a major barrier to marketing transformation. Although the aspiration for better customer experiences never goes out of style, the execution and buy-in are major issues. Rising expectations are the most likely culprit, especially for B2B companies where internal roadblocks are most common. A recent survey by Episerver of 700 global B2B decision-makers offers insights into the current lack of customer-centricity.

Lack of modern skills

In a fast-paced world, consumers are always connected and logged on. They demand a superior user experience. Yet, many organizations struggle to keep up with the changing landscape. Luckily, many modern skills can be acquired through analytics software. Modern marketers are constantly on the lookout for new strategies and technologies to enhance their marketing campaigns. A lack of modern skills can slow down the digital transformation process.

Sadly, many businesses are experiencing difficulties securing the digital talent they need to stay competitive. According to a recent Gartner study, 70% of organizations are struggling to find the right staff with the right skills to drive their business forward. Fortunately, there are several tactics to help you find the right digital talent. The most important step in your digital transformation process is to ensure that your company is hiring the right people with the right skills.

Legacy vendors

While implementing a multichannel marketing strategy can bring a significant increase in revenue, legacy vendors face a number of challenges. These vendors tend to have the longest tenure in the industry and most internal resources. Their outdated practices and outdated technology can prevent marketers from adopting the latest marketing technologies. The following article highlights the main challenges legacy vendors face, as well as the emerging players. Read on to learn how to overcome these obstacles.

A legacy vendor is often a big name in a specific niche, but it is still difficult to see how their technology can help other companies. Most legacy vendors innovate by buying smaller companies or technologies. Companies like ExactTarget, Pardot, and iGoDigital are examples of companies that acquired other businesses to help them transform their business. These acquisitions often result in overlapping responsibilities and heritages. For a customer looking for a straightforward marketing solution, this can be a major roadblock. By contrast, companies with a common history and database are more likely to deliver efficiency and effectiveness.

Final Thoughts

Doing a digital transformation takes time and effort. But you’re not alone, we at First Rank Digital, can help you through this process and transform your business into the digital world. We offer a variety of marking efforts like SEO, PPC, and Web development. Contact us today and let’s talk about your next digital marketing project.

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