Across-the-board standardization on multiple screens
One of the biggest issues for today's marketers is that there are literally thousands of different touchscreen devices and technologies on the market, but no across-the-board standardization for ads. Every screen requires a different approach for display campaigns, and it drives fast-moving marketers nuts. Every device, company, startup, and publisher seems to have its own technology. It has created a fragmented marketplace. Marketers would love a universal language for developers that would make things consistent across the board.
Convincing colleagues that content marketing will achieve long-term ROI
Many marketers are stuck in their old ways and don't want to hear new ideas unless they can prove results immediately. One of the biggest challenges for forward-thinking advertisers is to convince these people that content marketing is a valuable endeavor that will achieve a significant return on investment in the long run. It's hard to make the case for ideas like this because there are only so many things you can measure in the short term to show you are seeing lift for your brand. While many creative 21st century marketers are on board with long-term investments like content, convincing traditionalists is still a challenge.
Tracking if ads are actually being seen (in real time)
Even after all the technology that's been developed to understand viewability, marketers are still faced with a huge tracking problem: measuring if their ads are even being seen by consumers. Sure, it's easy to track clicks, impressions, conversions, and such, but at the end of the day, marketers are still left simply hoping that their ads are visible and catching the eye of the publisher's audience. Wouldn't it be great if your ad could send you a message letting you know if there are eyeballs on it? If marketers knew in real time if their ads were visible (and could make immediate changes) millions of impressions could be saved and money would not be wasted.
Creating new gamification marketing techniques that people actually like
It's pretty clear to this industry that if you gamify your marketing techniques, engagement skyrockets and consumers enjoy the experience. The problem is that unless you're Nike with the FuelBand, McDonalds with the Monopoly game, or Heineken sponsoring a sporting event, it can get pretty challenging for marketers looking to gamify their brand in an organic and creative way. The industry needs more highly creative people who can develop gamification techniques that can work for any brand.
Too many unnecessary steps between the brand and end user
Due to the nature of today's fast-paced and information-rich world, the line between the consumer and brand is diminishing. However, traditional marketers are still approaching their advertising efforts the old fashioned way, introducing as many middlemen as possible. The fact is, sometimes the brand/agency model is not needed. Brands have the ability to cut out intermediaries and go directly to their customers; the problem is that not a lot of brand marketers want to do this. Marketers could avoid confusion, clutter, and wasted time if they recognized that every once in a while the act of reaching out to consumers doesn't require so many cooks in the kitchen.
Getting media buyers to break from their current model of buying
There are a lot of creative marketers who want to approach selling in unique ways. Unfortunately, traditional media buyers seem to be stuck in their ways and committed to the same processes. Are spreadsheets and IOs necessary in today's marketing world? Many people don't think so, and they constantly lock horns with traditionalists who are so used to the same routine.
There's simply not enough time in the day
Maybe this problem isn't unique to the marketing world, but the marketing world sure feels it more than most industries. With the rapid pace of technology, short-term goals to hit, clients to grab, and relationships to make, marketers just don't have enough time in the day and often burn the midnight oil at work trying to set themselves up for the next day or week. How many times have you found yourself in the office after sunset? It happens all the time in the ad industry, to the point where it's become a fact of life when entering a marketing career. There's no marketer who doesn't wish they had a few more hours in the day.
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