9 Modern Day Digital Marketing Challenges for E-commerce And How To Overcome Them (2023)

In today’s ever-changing and ever-expanding digital world, every marketer faces one challenge or the other while trying to establish a market for their brand.

While most brands aspire to achieve the same goals via similar channels, the challenges faced vary. One brand might have trouble driving enough traffic from social media to their website, and another one might have trouble measuring the ROI of the channel that brings the most traffic.

In simple words, every marketing strategy out there has room to improve – but the catch is to identify where you are facing a challenge and what you’re trying to achieve. So here’s taking a look at the 9 most common digital marketing challenges today and how you can overcome them:

The 9 most common digital marketing challenges for e-commerce:

1. Not getting lost in the volume

The digital world is booming, and almost every business out there has taken its products/services online to reach out to the masses. According to a report by Experian, most marketers are now facing the challenge of making their brand stand out in the volumes available on the internet. This eventually leads to the difficulty of running a brand awareness campaign or acquiring new customers.

What can you do?

While it is a fact that at least some of your products/services might be similar to what another business has to offer, there is a minor aspect that is unique to you. Discover the USP of your product/service and find ways to convey the same. Conduct surveys on your existing customers and your target audience to better understand what they are looking for and identify which needs your brand can fulfill.

(Video) The 9 most common digital marketing challenges for e-commerce

2. Driving relevant traffic to the website

Continuing on the point above, marketers today are consistently facing a challenge in spreading brand awareness in the right target market. This also makes it harder for them to drive the ideal traffic to their business websites. Therefore, understanding which channel to tap into and driving the relevant audience to your website to turn them into customers is becoming an ongoing challenge for marketers.

What can you do?

Conduct an audit of your online activity. Identify what tactics you are opting to reach out to your audience. Consider the content you’re producing, the channels you’re presenting it on, your social presence, and the paid/unpaid campaigns you are running. Use robust analytics to know which of them work the best for you and optimize your efforts simultaneously. But it is essential to measure your analytics at modest intervals of time to give each of your efforts enough span to work over.

3. Targeting the right audience effectively

The first and foremost thing that an effective marketer would do is identify their target audience in the market. With the number of internet users increasing by the day and their needs changing almost every second, targeting the right audience has become one of the biggest challenges for marketers.

Keeping in mind what your business has to offer and what kind of problems it would solve when put to use, create your value proposition. This will help you identify who or what demographics would resonate with it the most when targeted.

What can you do?

Look at the general demographics of the market that you want to reach out to. Identify their needs and create customer personas taking into consideration their online behavior and possible future needs. In this case, companies like Wigzo equip you with machine learning and predictive analytics tools to enable better persona creation.

4. Lead generation using social media

When it comes to the various social channels, most businesses and marketers don’t know how to remain consistent. Most of them feel that it is all about the paid campaigns they are supposed to run for brand awareness and lead generation. Although, both of them is a constant challenge with the ever-increasing market competition.

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Even though considerable marketing budgets are set aside by businesses, most marketers cannot run their engagement into revenue. But you mustn’t just build your social following – you need to get conversions that add up to the overall business goal.

What can you do?

The most effective way to leverage social media is to integrate your marketing and sales efforts. Sharing behavioral data and interaction levels with leads on social media can help the sales team define a custom, personalized customer journey for them – which they are more likely to convert on.

5. Optimizing marketing budgets and ROI

With the increase of digital channels and advanced analytics tools, marketers are now expected to optimize the marketing budgets and the ROI to best suit the business’s needs. He is expected to measure each effort and its value to achieve the end goal – the number of leads generated or the revenue raised.

What can you do?

Tap into the power of machine learning and robust analytics regularly. An effective marketer can gauge the value of every single lead generated from a marketing effort. Understand the impact of each digital campaign on lead generation, test different variants and approaches of reaching out to your target audience to optimize your campaigns for much better results.

While you measure the digital inbound results, ensure that you consider the outbound efforts being made by your business and what kind of results it is yielding.

6. Keeping up with the changing trends

The digital market and marketing techniques have changed drastically over the last few years. And it continues to change even today to cater to the modern-day addressable market needs. Hence, marketers need to stay up-to-date with all these changes.

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Be it the launch of a new social media platform or a technology that would make a marketing effort more robust, marketers need to remain on top of things to ensure their business does not lose out on possible conversions.

What can you do?

Consistently engage with your target audience on platforms that they are most active on. The most effective way of doing so is to leverage social listening using tools like Hootsuite. They help you understand what people are saying about you and your product/service, what they expect – allowing you to become a part of their conversation.

7. A Check on Increased Security Risks

We have come across cases wherein online security has been compromised. The news and media keep it afresh. Since more information is shared online, hackers get more incentives to find ways to get through security. Shopping, bill payment, application submission, order copies, certificates, and other essential documents, and so much more are stored online for easy access – making these spaces a treasure trove for hackers and thieves. Venturing into digital marketing sure comes with its cost of security getting compromised as most of the work remains online. Security comes as a challenge.

What can you do?

You may already have a good firewall, HTTPS encryption, and maybe a good antivirus program. But that’s not enough. You will need more. Sit out and work with an authentic security team and identify your website’s weak spots and apps to create measures to reduce risk.

8. Lesser Focus on Keywords

Keywords were the bread and butter of SEO sometime in the immediate past. You just needed to find the right keywords and use them right, and your site could shoot up to the top in the search results—helping you with more exposure and traffic.

Now Google has changed algorithms making the keywords less critical. However, they are still to be used but are not the focus. Instead, it has become a topical approach rather than seeking and finding one, meaning that Google first gets an overall scope of your website.

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What can you do?

First, you need to use search phrases instead of keywords and build content around topics rather than coming up with content for each keyword you want to target. Make your website a resource for the phase or question you need to target and see the changes. Furthermore, you can also run a website technical audit to evaluate how well your website is performing on search engines.

9. Effective Ad Copies for PPC Campaigns

Gone are the days when you could type in a ‘guess’ keyword in the PPC account, load some budget and enable a campaign. That used to be sufficient!

It is a different world now for the PPC ad campaigns. Your copy not only has to make sense but also has to stand out to be noticed by the coveted ‘clickers.’ Below are some tips to keep in mind when writing PPC ad copies (Google) for your e-commerce website and products;

  • Make H1 catchy – Using trust-enforcing terms like Top, best, award-winning, etc., in the first headline is critical. This is what either captures the user’s attention in a split second. E.g., Most Awarded Cosmetic Store or Top Camping Vendor are some that will work well.
  • Keep H2 and H3 for Solution & Benefit – Your H2 must convey the solution in one crisp sentence, and H3 should aim to highlight a critical benefit. E.g., for a phone accessories brand, H2 can be Latest iPhone Accessories, and H3 can be the Best Price Guarantee.
  • Use Sitelink Extensions effectively – Many e-commerce brands, especially those just starting, do not use site link extensions in their PPC campaigns. Sitelink extensions are those clickable ad-links that direct the user to specific internal pages. E.g., Today’s Deals, Contact Us, Sign-Up, etc. The main benefit of using site links is that Google tracks its analytics separately. So, you’ll always know which extension link is getting more clicks and how do they compare to your overall ad’s performance. Then, you can tweak the copy & links accordingly.

You can read more about e-commerce content fixes in this blog to take your customer experience 4 notches higher!

Your Turn…

Marketing will continue changing, and there are many challenges headed up a digital marketer’s way. It is the choice of techniques and technology that will eventually determine the success of all digital efforts.

With the advent of Customer Data Platforms and marketing automation suites like Wigzo, most e-commerce conversion and growth challenges can be overcome.

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You can take Wigzo for a free trial and see how it would add value to your e-tail brand!

Happy selling 🙂


How can the challenges of digital marketing be overcome? ›

Digital Marketing Challenges & How to Overcome Them
  1. Understand the target audience. A good number of small businesses aren't fully aware of their target audience and requires creating buyer personas. ...
  2. Develop an amazing website. ...
  3. Create superb content. ...
  4. Promote website content. ...
  5. Drive sales. ...
  6. Create new leads. ...
  7. Mobile Optimization.

How do you solve marketing challenges? ›

  1. Identify the target audience.
  2. Analyze past marketing metrics.
  3. Perform a SWOT analysis.
  4. Define your marketing goals.
  5. Determine your marketing channels.
  6. Keep in mind the lifecycle stages and marketing funnel.
  7. Create a marketing plan.
  8. Report and measure progress.
Jan 5, 2022

What are the key challenges in marketing services and how are they overcome? ›

The core challenges for service marketing are Intangibility, Inseparability, Perishability and Variability. It is difficult to sell something a consumer can't own or see. And there tends to be a lot of variability in a service. The key to solving these four challenges is good systems and processes.

What are the biggest challenges in marketing today? ›

10 common marketing challenges
  • Recruiting talent. ...
  • Maintaining a sufficient budget. ...
  • Generating leads. ...
  • Finding the right tools. ...
  • Being risk-averse. ...
  • Moving into new markets. ...
  • Retaining customers. ...
  • Retaining and training staff.
Oct 8, 2021

What is one of the biggest challenges for the modern marketer? ›

A 2017 report by the State of Inbound claimed that the biggest challenge which marketers face is the generation of leads and traffic. While churning out relevant content at a larger scale is a challenge on its own, the content that resonates with the large segment of customers is the worry.

What are the challenges and disadvantages of online marketing? ›

Disadvantages of Online Digital Marketing:
  • Negative Feedback and Review: ...
  • Global Competition: ...
  • Different skills and Training: ...
  • Reliance on technology: ...
  • Time Consuming: ...
  • Security and Privacy Issues: ...
  • Online Digital Marketing will not be taken Seriously: ...
  • Online Digital Marketing May Not Be Acceptable for Your Products:
Jun 6, 2022

What affects digital marketing? ›

Technology: One of the most important factors affecting digital marketing is technology which needs to be reviewed and updated on a continuous basis. Your in-house internet marketing team must have the technological knowhow.

Why digital marketing is difficult? ›

All to say that creating social media content is far from simple. It may require a bit of investment, and always requires a deep knowledge of how to pair medium and message. These are just three of the most challenging areas within digital marketing today—tomorrow, they will no doubt be different.

What are the challenges of marketing in 21st century? ›

Top 9 International Marketing Challenges in the 21st Century
  • Increased competition. ...
  • Inefficient Campaign segmentation. ...
  • Lack of resources. ...
  • Brand awareness. ...
  • Difference in performance data. ...
  • Engagement differs across markets. ...
  • Language barriers. ...
  • Compliance & GDPR issues.
Mar 24, 2020

What are examples of marketing problems? ›

Here are five of the most common marketing problems, and how to solve them!
  • No Clear Strategy. Smart Insights tells us about 50 percent of companies using digital marketing have no plan or strategy in place. ...
  • Lack of Time and Resources. ...
  • No Alignment with Buyer Personas. ...
  • Inability to Adapt to New Trends. ...
  • Proving ROI.
Sep 7, 2021

What are the challenges in front of marketing managers today? ›

5 Common Problems Marketing Managers Face (and How an Inbound Agency Can Help Fix Them)
  • 1) Team is Inexperienced or Understaffed.
  • 2) Difficulty Interpreting Marketing Report Data.
  • 3) Breakdown in marketing department communication.
  • 4) Disconnect when interacting with executives.
  • 5) Can't “Close the Loop” with the Sales Team.
Oct 1, 2014

What are the challenges and opportunities faced by digital marketing by marketers in India? ›

10 Major Challenges for Digital Marketers in 2022
  • Learning About Your Customers. ...
  • Generating Qualified Leads. ...
  • Managing Cash Flow. ...
  • Creating Engaging Content. ...
  • Complying With Privacy and Data-Sharing Regulations. ...
  • Making Websites Accessible. ...
  • Strategizing Mobile-First. ...
  • Establishing an Omnichannel Marketing Strategy.
Jan 13, 2022

Why digital marketing is important now a days? ›

Digital marketing is extremely important in today's day and age. It helps focus on targeted audiences with a global reach, unlike traditional marketing, bringing in high revenue with little investment. It is conversion-led and can easily be monitored. Damage control is also easy with digital marketing.

What are the main advantages and disadvantages of digital marketing? ›

Comparison Table for Advantages and Disadvantages of Digital marketing
Proper strategies on social media content management help to build customer loyalty with customized and engaging messages.Reaching a global audience also increases competition with global brands.
3 more rows
Feb 16, 2022

How can digital marketing be improved? ›

5 Ways to Improve Your Digital Marketing Strategy
  1. Focus on Conversion, Not Just Leads. One of the most important pillars of a winning digital marketing strategy is data. ...
  2. Set the Stage for Long-Term Value. ...
  3. Double Down on Customer Service. ...
  4. Create the Ultimate Buying Journey. ...
  5. Know When and How to Go Back and Refine Processes.
Apr 28, 2017

How does digital marketing improve business? ›

Using digital marketing helps you take the guessing out of who your customers are so you can personalize communications and refine targeting. By doing this, you will build a relationship with your customers. You become much more than a business, you become a trusted partner.

What is digital marketing example? ›

Digital marketing is any marketing strategy that takes place through digital means — usually through Internet-connected devices. There are many examples: inbound marketing, email marketing, social media marketing, and content marketing are just a few.

What is digital marketing strategy? ›

Digital marketing strategy involves an assessment of specific goals that are achievable through online channels. In an era when many consumers transact business on their mobile devices, a well-executed digital marketing strategy can be crucial to organizational success.

Which is better e commerce or digital marketing? ›

Digital marketing brings attention to your brand. E-commerce allows you to actually sell. The distinction between the two is important because being good at one does not necessarily mean you're good at the other. You may be great at digital marketing and bringing a ton of visitors to your website.

How can the risk of advertising and marketing be overcome? ›

Managing your marketing to reduce the risk of failure
  1. Planning your marketing and business. Another way to ensure that you are managing risk in your business is by building a business and marketing plan, which are intimately related. ...
  2. Set a realistic budget. ...
  3. Customer service. ...
  4. Diversification. ...
  5. Use The Data.
Apr 26, 2021

What makes digital marketing difficult or a challenge? ›

The first and foremost thing that an effective marketer would do is identify their target audience in the market. With the number of internet users increasing by the day and their needs changing almost every second, targeting the right audience has become one of the biggest challenges for marketers.

What are the ways to overcomes some of the significant challenges pertaining to marketing functions of the companies? ›

  • Develop a marketing plan and measure success. Thanks to the emergence of the digital age, there are even more mediums to market your business. ...
  • Be visible online and in the community. ...
  • Hire people with shared core values and reward them.
May 23, 2018

How can you stay current with digital marketing? ›

Ways to Stay Up to Date with Digital Marketing Trends
  1. Subscribe to Marketing Blogs and Newsletters.
  2. Set Google Alerts to Stay in the Know.
  3. See Video as a Source of Marketing Advice.
  4. Search Hashtags.
  5. Spend Time with Marketing Podcasters.
  6. Seek Inspiration from Top Brands.
  7. Sign Up for Digital Marketing Courses.
Aug 10, 2021

What are the marketing challenges today? ›

In this article, we consider what challenges are being faced by today's marketer, and how CIM can help you to recognise and overcome them.
  • Demonstrating marketing's value. ...
  • Lack of fundamental marketing knowledge. ...
  • Understanding customer behaviour. ...
  • Making digital strategic. ...
  • Creating growth on a budget.
Jan 14, 2019

What are some marketing challenges? ›

Challenges Marketers Are Facing
  • Accessing Data Across Platforms.
  • Identifying Customers Across Channels.
  • Mapping the Customer Journey.
  • Identifying New Potential Customers.
  • Maintaining a Consistent Customer Experience.
  • Tracking Performance Metrics Accurately.
  • Maintaining Privacy.
Jun 28, 2018

How can a business overcome risk? ›

Top Ways to Manage Business Risks
  1. Prioritize. The first step in creating a risk management plan should always be to prioritize risks and threats. ...
  2. Buy Insurance. ...
  3. Limit Liability. ...
  4. Implement a Quality Assurance Program. ...
  5. Limit High-Risk Customers. ...
  6. Control Growth. ...
  7. Appoint a Risk Management Team.

What is one of the biggest challenges for the modern marketer? ›

A 2017 report by the State of Inbound claimed that the biggest challenge which marketers face is the generation of leads and traffic. While churning out relevant content at a larger scale is a challenge on its own, the content that resonates with the large segment of customers is the worry.

What affects digital marketing? ›

Technology: One of the most important factors affecting digital marketing is technology which needs to be reviewed and updated on a continuous basis. Your in-house internet marketing team must have the technological knowhow.


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