The Roadblocks to Digital Marketing Transformation

1. Resistance to organizational change

Transposing digitally involves more than just implementing new marketing platforms and utilizing current technologies. In order to transform properly, a strategic shift is needed. A senior decision-making role is prime if a team’s management doesn’t fix something if it doesn’t look broken, and a digital-marketing transformation can’t occur. Because of this, a reluctance to fix is a chief obstruction to progress.

In a rapidly changing business landscape, it can be difficult for organizations to keep up with the latest trends, especially in the digital marketing realm. Many companies are hesitant to invest in digital marketing transformation because they fear resistance from employees. 

However, studies have shown that resistance to organizational change is actually quite low. In fact, only about 15% of employees actively resist change initiatives. The other 85% go along with the changes, even if they may not be happy about it. Therefore, resistance should not be a roadblock to digital marketing transformation. 

Additionally, there are several ways to overcome resistance from employees.

2. Data management issues

Data management is quickly becoming one of the most important, and difficult, aspects of digital marketing transformation. Here are three ways data management can trip up your transition to a more digital marketing strategy:

1) Lack of data governance: Without a clear plan for who owns what data, and how it should be used, your digital marketing transformation will quickly become bogged down.

2) Inconsistent data quality: In order to make effective decisions, you need clean, consistent data. If your data is full of errors, or worse, duplicates, it will be difficult to trust any insights you glean from it.

3) Fragmented data silos: Too often, companies keep their customer data in silos, which makes it difficult to get a holistic view of the customer.

When you don’t have access to quality information, transforming your digital advertising strategy into a hill struggle will be very troublesome. Providing your team with nearby insights under one roof will ensure that your whole enterprise is always on the same page. If your data is poor or degraded, it cannot be enhanced.

3. Budgetary limitations

If you are a tenant and intend to transform your entire marketing department, you will face a number of barriers to digital transformation. According to an article on TechRepublic, obstacles such as lacking budgets and using new technologies come into play for 51% of companies. When budgeting for the conversion of digital marketing, many companies fail to account for the cost of training new or awarding recently upgraded permanent employees. In addition to spending money on the technology or resources necessary for a transformation, it’s wise to additionally factor in any unexpected challenges that may arise during relocation.

By methodically evaluating all of your digital ad implementation plans with a fine-tooth comb and taking into account all foreseeable conditions, you can construct your budgets for a worry-free departmental, (and company), transition. When investing in such an ambitious endeavor, it s also important to consider your prospective return on investment (ROI). If you roll out your digital transformation strategy efficiently, you will profit greatly from your efforts and investments. When setting budgets, it s always worth remembering that fact.

4. A lack of digital skills and knowledge

One of the most colossal roadblocks to digital marketing transformation is a lack of skills or knowledge. This was revealed in a survey of 1,000 marketing decision-makers across 10 countries, conducted by Forrester Consulting on behalf of Infosys.

The study found that only 26 percent of respondents felt their organization had the skills needed to execute a digital marketing transformation. Further, only 21 percent said they had the required knowledge. When asked about the biggest obstacles to success, 37 percent cited a lack of skills and 34 percent pointed to insufficient knowledge.

“Digital marketing transformations are complex undertakings that require new skills, processes, and platforms,” said Sameer Dixit, Principal Consultant at Infosys. “It’s no surprise, then, that lack of skills and knowledge are the two biggest obstacles to success.

Being empowered to access relevant continuing education, certification, and marketing courses will allow you to be completely at home in today’s swiftly shifting digital landscape. Through access to flexible lifelong learning opportunities, your skills will continually expand and you’ll remain liable and prepared for the demands of the digital world. As a result, your returns from your innovative digital marketing strategies will more than make up for the expense of the makeover. Your company’s integrity will also remain robust and flexible over time.

5. Lack of integration

In order to succeed in the digital age, businesses must be able to integrate their various marketing channels into a cohesive whole. However, many businesses fail to do this, resulting in a fragmented and inefficient digital marketing strategy.

One of the biggest reasons for this lack of integration is the siloed structure of most organizations. Marketing departments are often isolated from other parts of the business, which makes it difficult to coordinate efforts and ensure that all channels are working together. Additionally, many businesses lack a clear plan or strategy for their digital marketing transformation, which makes it even harder to achieve integration.

Without integration, businesses will struggle to fully capitalize on the opportunities offered by digital marketing.

6.Lack of clear objectives

Senior management needs to be aware of the power of online channels and the potential for business impact that can be achieved. Without this level of understanding, it becomes very difficult to set realistic expectations and articulate a clear value proposition to the rest of the organization. This often leads to stagnation in digital marketing initiatives, as teams are unable to move beyond simply maintaining their existing website or social media presence.

In order for digital marketing transformation to be successful, it is essential that senior management team members are bought in and have a shared understanding of what is possible. Only then can they set ambitious yet achievable objectives which the rest of the organization can rally behind. Without this level of commitment from those at the top, it is very difficult for any real change to occur.

7. Lack of team alignment

Digital marketing transformation is a huge undertaking for any organization, and one of the most colossal roadblocks to success is lack of team alignment. Without buy-in from all members of the team, any digital marketing initiative is doomed to fail.

There are a few ways to overcome this challenge. First, it’s important to get everyone on the same page from the start. Define the goals of the transformation and make sure everyone understands what’s expected of them. Then, create a clear plan of action with measurable milestones along the way.

Finally, executing the plan will be much easier if there’s good communication and collaboration among team members. Make sure everyone knows their role and responsibility in executing the plan, and that they feel comfortable working with each other. By taking these steps, you can ensure that your digital marketing transformation has a much better chance for success.