Lee Odden

Whether you’re a new Marketing leader at a company in need of establishing wins quickly or part of a growing organization with ambitious revenue goals, the challenges within marketing today are greater than ever.

To help make sense out of these challenges, I’ve listed 6 of the top obstacles to brands achieving effectiveness out of their marketing and how collaborating with influencers on content help solve each problem.

1. Challenge: Ad Blocking

600 million devices are using ad blocking leading to a loss of $22 billion in ad revenue for publishers (PageFair). If buyers don’t ever see your ads, what chance do you have?

Challenge solved: Contrary to ads, influencers are liked and because people pay attention to the influencers they follow, shared brand messages are far more likely to attract and engage buyers.

We’ve all read the headlines about the death of organic social media and BuzzSumo’s recent report on the huge drop in social sharing reinforces the news that the free for all days of social media are coming to a close. Add to that the distrust of branded content and advertising and it’s easy to see that marketers need to rethink their approach.

If buyers are not engaging with brand social media and content, then where is their attention?

This is not a new question and the way we’ve been finding the answer is through insights about buyer preferences for solutions content: discovery, consumption and action.