Council Post: 15 digital advertising challenges to overcome in 2021 (2023)

With the innovations in digital advertising that emerge each year, advertisers can feel pleasantly overwhelmed with options to choose from. However, it remains a huge challenge for brands to reach online audiences with the right content at the right time.

While new solutions and a broader range of platforms offer the opportunity to create more effective ads than ever before, the myriad of tools and tactics available to reach consumers online can make creating effective digital ad campaigns more complicated than ever.

To help 15 guidesAdvice from the Forbes agencyCheck out this year's top digital advertising challenges and suggest some concrete ways to overcome them.

1. Drive engagement on more channels

Driving engagement with a growing number of channels available to connect with customers will be a challenge for marketers in 2021. Brands must go where their consumers are, embracing mobile messaging channels previously reserved for chatting with friends and enable true two-way dialogue. The use of personalized and dynamic content in these channels will increase the customer experience and, consequently, their loyalty. -mate ramermann,Sinch para marketing

2. People tired of digital advertising

In 2020, we saw more and more companies switch to digital advertising. I expect this to become annoying for recipients, resulting in lost initial profit and forcing companies to be more creative in their approach. Innovative thinking will prevail across earned media channels, thought leadership content, article placement, and corporate content channels. -conceder kirkwood,Global Unity

3. Evolution of the Privacy Policy

Marketers are faced with evolving privacy regulations and the phasing out of third-party cookies. To continue reaching their target audience, marketers must implement local strategies to understand customer purchase intent. This first approved customer data can be leveraged to provide valuable customer action insights for local personalization, conversion, and loyalty. -Stephanie Shreve,power cable

4. Introducing iOS 14 with a focus on privacy

The biggest challenges of digital marketing depend on which area of ​​digital marketing we are talking about. Apple announced changes in iOS 14 to improve user privacy. Once implemented, this will have a significant impact on measuring the success of campaigns on Facebook, for example. Since Facebook is a great platform for advertisers and Apple owns40% of the mobile marketin the United States this will have serious consequences. -jonathan hanson,undefeated

5. Bad or unmusical messages

The biggest challenge in digital advertising is poor or unmusical messages. Brands and their agencies must learn to speak to the public without using advertising language that turns them off. They need human messages, not acronyms. Regardless of the industry, it's up to marketing and messaging professionals to help executives understand this and create clear, actionable ads, not silly ones that get ignored. -nicole rodriguez,NRPR Group, Inc.

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6. Fraudulent transit and lack of experience

Digital transformations accelerated in 2020 and presented a challenge in 2021 for people jumping into digital advertising who aren't ready for the task at hand. I think you will see a lot of fraudulent traffic this year as the industry grows; And I think you'll see a lot of marketers get hurt when inexperienced agencies do their digital media buying. -Michael Hubbard,two interactive media

7. Lack of transparency in delivery and reporting

The biggest challenge for digital advertising is the lack of transparency in delivery and reporting and acceptance by marketers that they cannot request changes, especially with the loss of the third-party cookie. But digital darkness doesn't have to be that way with your own cookie proxy. This builds awareness and allows brands to own their own traffic. Believe. -Guilherme Rodriguez,penalty of payment

8. Training for customers entering the digital world

A big challenge this year will be empowering customers entering the digital world. We have seen many clients reallocate their event and trade show budgets towards content marketing and other digital expenses. This is fantastic news, but it also means that a certain level of education is required to gain real buy-in from customers to go digital and ensure long-term success. -kelsey raymond,influence and company

9. Customers reduce their marketing spend

I think one of the biggest challenges in the coming year will be clients reducing their marketing spend for fear of going over budget or not getting results, or a combination of both. Personally, I think this is the best time to try harder than before. It's time to seize all the opportunities available to those who back off and stop marketing spending. -james blake,digital revenge

10. Lack of creative discipline

Much of B2B digital advertising is boring or takes a print approach. It also doesn't work to get people to stop and read. The biggest challenge is applying the same creative discipline to an online digital ad as to a full page ad. There is still plenty of room in the B2B space to use your thought leadership as a call to action. -Elonide Semmes,Juiz Hut, LLC

11. Increased competition in the digital space

The growing competition will be a challenge. Last year propelled a record number of companies into the digital space, and more competition means more demand and higher costs for brands. Marketers can benefit by shifting their focus from volume to quality, from traffic to conversions. When more marketers accept and embrace data and use it to improve performance, they are well prepared. -bernhard mai,National position

12. Changes in social media policy

Changes in the policies of the social media giants will transform the way people interact on these platforms. My advice is to closely monitor requests for regulation of social property and the response from its leaders. Facebook pulled political ads. TikTok has an uncertain future in the US and all platforms are in a state of turmoil. Things are likely to change even more in the next 18 months. -Randy Shattuck,The Shattuck Group

13. Reach the right audience

With the shift to the home office and other changes, reaching the right audience at the right time has become more difficult during the pandemic. Third-party data offers an effective way to address this challenge with audience building, identity mapping, intent data, and other strategies that allow marketers to precisely target and gain insights into the prospects who are in the market. market and ready to buy. -Paula Chiocchi,Outward Media, Inc.

14. Click Real ROI and Fraud Tracking

Click fraud and tracking actual ROI will be a big challenge. Many larger brands are discovering that digital advertising contains a fraudulent element or fails to move the needle. If brands don't track every click to conversions and long-term customer value, they're just wasting money. -pedro boyd,PaperStreet-Webdesign

15. Market saturation

As more and more people adopt online business practices, I personally believe that saturation is one of the biggest challenges for marketers in 2021. The key to staying afloat will be to stand out in a noisy market. Remember that whoever adapts best will win and survive, and whoever does not adapt will be left behind. Stay ahead of the curve. -ryan branco,Social Disclosure Marketing