This is a great time to be in marketing. It’s also a very tough time to be in marketing. I’ve been marketing technology and biotech for over 25 years and co-founded the ad creative awards program Ice Awards in 2001. I’ve never seen such challenges. Let’s take a look.
  1. Digital Ad Conundrum: Brands are increasingly shifting their budgets to digital channels. This is a boon and a nightmare for agencies. With ad blockers on the rise and consumers learning to ignore ads it creates a conundrum for marketers.
  2. Marketing Automation: With so many digital channels and the rise of mobile, the tech industry has responded with an abundance of marketing automation tools. The challenge for marketers is to find the right mix and then there’s the challenge of #1 above coming into play.
  3. Analytics Overload: With all these digital tools comes a dearth of analytics. Social media monitoring, web analytics (each having their own methodology), Big Data analytics and so on. The debate on what to measure, how and why has been raging for well over a decade.
  4. Geopolitics: Digital channel giants Facebook, YouTube and Google are facing an ethical dilemma; monitoring for terrorism and human rights abuses and how much responsibility they bear. Marketers have to now be more aware than ever of geopolitical issues.
  5. Social Norms and Rules: With the current U.S. political climate and the earth’s climate, brands are making political and social stands unlike ever before. This can build brand loyalty and also alienate some segments. But marketers now have to have an eye on societal issues unlike ever before.
  6. Educating Marketers: Look at almost any marketing job description today and brands are calling for skills/certifications in HubSpot, Google Ad Words and analytics…brands want skills universities are lagging behind on teaching. Students need to get certifications beyond a marketing degree just for entry level jobs.
  7. Emerging Technologies: From Virtual and Augmented Reality to Artificial Intelligence and cryptocurrencies. These technologies offer some exciting opportunities, but for marketers, the challenge is how to leverage them and when to invest.

These are the main challenges I see today. There are, no doubt, more. What do you see?
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