When it comes to digital marketing: Why does digital marketing still need to grow?
The digital advertising industry has seen rapid growth in recent years.
But many digital marketers are struggling to stay competitive, according to digital marketers in the Washington area.
The Washington Post reported Monday that the industry is “under siege.”
A new survey of 2,000 digital marketers across the United States found that nearly half say they’re either losing money or not making much in the digital ad business.
“Digital advertising has not been able to keep pace with the rest of the industry and we are in danger of becoming irrelevant,” said Michael Ragan, chief digital officer of online advertising firm EMMO, in the report.
Ragan pointed to the rise of social media and other digital platforms, which allow marketers to tap into a wider audience and target a wider set of potential consumers.
“Social media is a great tool for marketing, but it has been limited by a lack of knowledge of how to properly utilize it.
It’s very hard to get the word out,” Ragan said.
Ragans report, which was published in a new digital marketing journal, also found that many digital marketing professionals are either too busy or too frustrated to make the necessary changes.
More than two-thirds of respondents said they have lost or missed at least $2,000 in digital advertising revenue in the past year, according the report, and nearly half said they’re making less than $3,000 a month in digital ad revenue.
Digital marketers are often seen as the backbone of the digital advertising ecosystem, with a big chunk of advertising revenue coming from digital ad sales.
But Ragan warned that digital advertising is still struggling to compete with traditional advertising.
“The only way we can grow is to invest in a lot of digital ad inventory and we need to have a very good understanding of what our competitors are doing,” he said.
While many digital ad executives have said that they’re doing their best to adapt to the changing digital landscape, Ragan acknowledged that digital marketers need to find a way to stay relevant.
“As a digital marketer, it’s your job to stay in the game and keep learning,” he added.
“If you don’t, you’ll be relegated to the backwaters of the internet.”
The Washington Examiner reported in February that digital ad revenues in the United Kingdom were down 11% to $11.7 billion in 2015.
That’s a number that is likely to increase as the digital landscape shifts.