The Most Common Marketing Challenges Today
Explore the key challenges faced by modern marketers, from shifting priorities and digital channel diversification to increasing responsibilities and adapting to online-first strategies. Learn how buyer expectations are driving these changes.
By Thaher Majeed | 2025-01-17
The Most Common Marketing Challenges Today
How Shifting Buyer Expectations Are Reshaping Marketing
Introduction
When I joined Vidyard in 2014, I never anticipated just how much I’d learn as a marketing leader at the crossroads of marketing technology and creative content. Staying on top of trends and observing how businesses handle the intersection of these fields has been eye-opening. While each organization faces its own unique hurdles, a few consistent themes have emerged in conversations with marketers.
Key Marketing Challenges
1. Priorities Are a Moving Target
The shift in priorities from traditional outbound marketing—such as paid sponsorships and advertising—to inbound strategies like content marketing, search engine optimization, and social media is one of the biggest changes marketing teams are navigating.
2. Digital Channel Expansion and Diversification
The number of digital channels marketers use continues to grow. In addition to established channels like email and blogs, platforms like YouTube, Instagram, chatbots, and review sites are becoming essential tools for reaching prospects.
3. Increased Responsibility
Marketing teams now own more of the customer lifecycle than ever. From lead generation and deal acceleration to post-sale customer engagement, marketers are adopting a “full-funnel” approach, shouldering greater responsibility for business outcomes.
4. Offline Goes Online
Spurred on by the COVID-19 pandemic, businesses are increasingly adopting an online-first mindset. Virtual events, meetings, and digital experiences have become the norm across marketing, sales, and customer service.
The Root Cause: Buyer Expectations
At the heart of these challenges lies a common thread: the evolving behaviors and expectations of today’s buyers. As buyers demand more personalized, convenient, and engaging experiences, marketing strategies must evolve to keep up.
