Marketers in today’s world are constantly inundated with new ideas, new platforms to promote their businesses, and new technologies to take advantage of. While these innovations are often beneficial to them, keeping up with changes quickly can overwhelm marketers. While still surviving, businesses can no longer rely on traditional marketing tactics alone. Digital marketing has its own challenges, following technological developments that continue to change all the time.
1. Dependence on Technological Development
Communication technologies help businesses grow and develop, create customer relationships, strengthen organizational effectiveness, and help people learn about each other. Technologies such as the internet, cell phones, social media, and customer service management systems greatly affect the way companies communicate with potential customers. Today’s young population are part of the millennial generation and are consumers who are driving change towards new communication technologies. Young consumers may choose to get advertising promotions through mobile marketing or through mobile gaming devices that can link to a business website.
2.Security and Privacy Issues
Privacy and security are the number one concern of online consumers. According to Brandon Gaille, 86% of users are taking active steps to improve their online security. As more and more data privacy regulations and guidelines are implemented by governments, industry, and security organizations around the world, it becomes important for marketers to understand these rules and follow them with or will face applicable penalties and fines. Today, privacy is a major concern of online users with the majority (86%) of them taking active steps to protect their online security. Information retention also benefits customers. For example, when customers store address or credit card information, they can make purchases more quickly and securely.
3. Uneven Internet Infrastructure in Indonesia
Day by day, access to telecommunications communications and better information is created, business opportunities and internet-based jobs (e-commerce) will be opened. This will make the Indonesian labor market to work more efficiently and will improve the skills of Indonesian workers in the global market. Indonesia has approximately 260 million people according to data from the United Nations and 93.4 million of them are internet users. This population reflects the potential for success in digital marketing. The GCI indicators show that Indonesia is achieving outstanding scores on several dimensions including its regulatory legal system, strong telecommunications infrastructure investment, and a high percentage of the population owning a smartphone.
4. Intense competition
Digital marketing can accelerate business growth so it takes reliable and tactical marketers to be able to overcome it. For that, you need to have a search engine optimized website, a social media marketing scheme that fits your brand segment, relationships with influencers who have credibility to promote your products, well-targeted online advertising, and an effective marketing plan for your business prospects.
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