The document outlines the opportunities and challenges associated with digital marketing, highlighting benefits such as wider reach, precise targeting, and measurable results, while also addressing challenges like the need for skilled talent, rapid changes in the online landscape, and security vulnerabilities. It emphasizes that while digital marketing can be cost-effective and engaging, it requires significant effort and resilience to manage negative feedback effectively. Additionally, the document notes the overwhelming amount of content that can lead to consumer annoyance and decreased attention spans.

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.