What is the marketing challenge?

Marketing challenges are marketing-related issues that negatively affect your company's ROI. The right strategies can help you overcome the most common marketing challenges. Generating leads is always a challenge for marketers. An update to Google's algorithm or an update to Facebook advertising are some of the online marketing challenges that can affect your lead generation efforts.

As the economy continues to absorb and recover from the aftershocks of unexpected recessions, the work of a marketing professional becomes more crucial to the success of the company they serve. Here, 15 members of the Forbes Agency Council share their views on what are the main challenges for marketers this year. WebFX's patented digital marketing platform makes it easier than ever to track digital marketing performance, conduct industry research, calculate ROI and make strategic decisions. If you have a small marketing team and are looking for a reliable digital marketing partner, look no further: WebFX.

Once a marketing team has demonstrated that their marketing activities generated a positive ROI, they are likely to get management support and an additional budget. When it comes to ensuring that consumers continue to perceive a company as strong, stable and reliable in difficult times, senior business leaders rely on the experience and knowledge of their in-house marketing teams or partner agencies. It doesn't matter what trends prevail in the market if your company doesn't have a clear marketing plan. With the rising costs of advertising on channels such as Facebook and Instagram, marketers have to test emerging channels to find opportunities for growth.

Your marketing plan should include the objectives you're looking to achieve; this will help your team create marketing messages that align with your ultimate goal. They have to adapt to changes in their industry, to the behavior of their customers and even to marketing trends. With the increasing digital pace of change, globalization and multiple messaging and project management channels, marketers are now expected to be “always-on”. The line between brand awareness and performance marketing is being blurred, and marketers should be well aware of the impact that upper-funnel actions have on low-funnel events.