With the advent of social media and increased bandwidth in many areas, digital media has become an inherent aspect of modern day marketing. Radio ads and even television commercials can barely compare to the potential marketing power presented by social media and the Internet in general. This is because with social media, instead of ads broadcasted to a fairly wide range of listeners and viewers, marketers have the opportunity to directly market to potential clients with focused strategies and campaigns that go to the heart of niches.
Despite its obvious benefits and the necessity for marketers to use social media in their digital media campaigns, it can sometimes be challenging to effectively use because the social media revolution is still in a stage of development and moves forward so quickly that it can be difficult to predict what may work or fail in terms of marketing.
In addition to this challenge faced by the modern marketer, some of the other top challenges to marketing with digital media are:
- Distributing large files, videos in particular.Videos are proven, powerful marketing assets but their large size can present difficulties and obstacles to their distribution. Many are too large for emails and they quickly take up valuable digital storage space in the office.
- Quickly acquiring a variety of digital media to have assets that fit every situation. Modern marketers need to be prepared for taking advantage of situations that rapidly come and go now that we live in a world where something as mundane as a popular family video can go viral and get literally millions of views on YouTube in a few days. Modern marketers who have digital media immediately available at all times for goldmine marketing opportunities will be prepared for such occasions but the challenge is having immediate access to quality marketing assets, once again in part because of their large size.
- Knowing which digital media will be a marketing asset. Even if a modern marketer has hundreds of digital media files to choose from, he or she can’t know which file will result in sales unless it has already been tested in the field.