The presentation covers opportunities and challenges in using digital marketing as a tool by companies.

1. OPPORTUNITIES AND CHALLENGES

2.  Bigger reach: Reach masses in small time
 Precise targeting: Self-driven leads can be
converted into sales easily
 Multiplier Effect: Sharing feature of digital
marketing leads to multiplier effect
 Interaction and engagement: 24X7 association
with the potential customers by writing useful
blog posts, newsletters, webinars, promotional
offers, videos, etc.

3.  Control: freedom to delete or upgrade the content or
video
 Cost effective: Free, PPC etc
 Measurable results in real time: Number of visits,
views, clicks, conversion rate, acquisition rate, cost
per order all are available can be easily monitored.
 Easy to adjust: more budget and resources can be
allocated effectively on successful campaigns or
stopped altogether if campaign is not delivering as
expected

4.  Lack of skilled talent: Right knowledge and expertise
are important for success in digital marketing.
 Problem with hiring
 Problem with team up-skilling
 Rapid changes: Investment in marketing strategies
becomes obsolete more quickly due to constant
change in online world
 Requires a lot of hard work: Digital marketing seems
attractive but it requires a lot of time and energy to
succeed
 Updating or removing the content

5.  Needs thick skin to fight negative reactions: Negative
feedbacks or criticisms can be visible through social media
or review websites
 Noisier space: Million-Billion of content is available
almost on every topic, business or product. The average
bounce rate is increasing and attention span of visitors is
dropping
 Security vulnerabilities – Risk of cyber attack is the
biggest challenge in the internet dependent digital
marketing. Different attacks are like Distributed denial-of-
service (DDoS), phishing attacks, data breaches, identity
theft, malware etc.

6.  Annoying: Excess of everything is bad. In
general, customer visiting any site is
bombarded with content, ads, blogs,
webinars etc. As per CXM in the report
published by London-based tech firm
Ogury, The Reality Report of 287,000 mobile
users, fifty-two percent of respondents agree
that intrusive or irrelevant messages give
them a poor opinion of the app or website.