Marketing Challenges &

Solutions
Marketing Education, CSC Academy
ISB-SRITNE & CSC e-Governance Services
February 2019
Module Objectives
• Identifying major marketing challenges for the
organization
• Learning how to solve marketing challenges
identified
Marketing Concerns
• All Customers Differ  Managing Customer
Heterogeneity
• All Customers Change  Managing Customer Dynamics
• All Competitors React Managing Sustainable
Competitive Advantage
• All Resources Are Limited  Managing Resource Trade-
Offs
Marketing Challenges
• Generating traffic and leads
• Returns on Marketing Activities
• Securing enough budget
• Website Management
• Right technology for the needs of the business
• International Content Creation
• Training the team
Generating Traffic and Leads
Issues:
• Struggle to create demand
• Wide array of alternatives
• Difficulty in identifying focus areas
Actions:
• Ascertaining good quality product
• Identifying customer needs
• Bring it to target audiences’ notice
Returns on Marketing Activities
Issues:
• Difficult to track investment on every marketing
activity
Actions:
• Link marketing activities and sales results by
creating a loop between marketing and CRM
softwares
Securing enough budget
Issues:
• Difficult to get money for marketing activities
• More so, for smaller organizations
Actions:
• Work on calculating ROI
• Successful inbound marketing
• Efficient marketing strategy
Website Management
Issues:
• Writing and Managing content
• Attracting audience to website
• Audience engagement
Actions:
• Optimize loading time
• Use freelancers to develop content
• Host website on a platform that integrates all the
marketing channels
Right technology for the needs of
the business
Issues:
• Feedback on technology is scattered
• Multiple needs require multiple technological
solutions- Lack of technological integration
Actions:
• Using marketing automation software
• Using platforms integrating different software and
technology being used
Targeting Content for
International Audience
Issues:
• Identifying the idea target
• Organizing and Optimizing platforms for audience of
different countries and cultures
Actions:
• Identify the growth markets- Do not target all markets,
but the ones that are right for you, i.e., has high market
growth opportunity in your product category
• Explore and Integrate local trends for international
audience
Training the team
Issues:
• Trainings getting obsolete as technology and trends
get obsolete too soon
• Identifying relevant trainings in different time and
cultural contexts
Actions
• Evaluate team’s current status and required
improvements
• Identify who to recognize and who to coach
Bringing it Together
• Attract and hold customer’s attention
• Drive meaningful engagement and growth
• Reach right people at right time
• Setting and following priorities
• Differentiate yourself
• Kill a campaign when needed