Declining Digital Marketing Performance? Causes and Solutions
The reason I love digital marketing so much is because it’s where art meets analysis. Right brain meets left brain, and creativity and science can come together to drive meaningful results for businesses. However, time and time again I see well-meaning marketers disappointed by the science side of things. This is because there is no silver bullet formula. No one-size-fits-all recipe for success. If there were, we’d all capture every lead, close every deal, and probably be planning for an early retirement!
Since this utopian idea of x + y - z = wild success doesn't exist in the digital marketing real world, it’s our job to pay close attention to the ever-evolving trends before us and adapt, adjust, and power forward.
“My Digital Marketing Isn’t Working Like it Used To … Help!”
More than ever before, clients are coming to me with the same concern: their tried and true marketing efforts are no longer generating the results they once were.
As I mentioned in a recent Polaris Growth Studio Roundtable discussion:
“If you're doing things the way you've always done them, that is probably not going to deliver the same results that it was delivering before. And that's OK, because that’s the nature of the world we live in."
The set-it-and-forget-it email nurture campaigns, formulaic social media content calendars, and trusty keywords have, all of a sudden, started falling short. So, what happened?
Industry Trends That Are Impacting Marketing Performance
Death of Predictable Revenue
RIP to Predictable Revenue, the dearly departed hero of outbound email marketers.
Gone are the days when a carefully crafted email campaign guaranteed a predictable stream of response. We are witnessing a significant decline in outbound email performance, with a year-over-year decrease of around 10%, according to Apollo.io’s Chief Product Officer.
But why is this happening?
My hunch? Email fatigue. As I’m sure you know firsthand, consumers are drowning in a sea of marketing emails, and the result is predictable: they are tuning out. The once effective strategy of filling inboxes with offers and updates is now met with increasing indifference.
On top of that, advanced spam filters are working overtime to ensure that marketing emails never even see the light of day (or the inbox). This double whammy of consumer fatigue and technological barriers is making it harder for emails to get noticed, let alone opened and acted upon.
The antidote is, as always, is tailoring. If you know your ideal customer really well, you can personalize your messaging for that person and deliver real value. I’m not guaranteeing your email will get opened, but if it does, you can feel much more confident it will spark engagement.
Rise of Zero Click Search
Another trend causing digital marketing headaches is the rise of zero-click searches. You may have been burned already: putting in all the hard work to rank your content on the first page of Google, only to have users find their answers right there on the search results page. Thanks, rich text answers!
Neil Patel recently shared an anecdote about a click-through rate drop from an impressive 46% to a mere 7% because users no longer need to click through to the website to get the information they need. This happens most often for transactional or quick-hit information, like weather.
To combat this, Meg Clarke shared:
“If Google organic search was your only plan, that’s not a good plan. You need to diversify and be found on Google as well as social. You need to show up in multiple places.”
This shift is reshaping the landscape, making it harder for websites to drive traffic and conversions directly from search engines.
The counterpoint is that high-quality content still can generate engagement and click-throughs, particularly if it’s tailored to a specific question, audience, or use case. Google feeds on quality content. If you focus on delivering value, you can still win with SEO.
Social Media Shifts
There is no denying that having a social component to your digital marketing strategy is a must, but this comes with its own set of challenges. Bringing us to our next impactful industry trend, the ever-changing nature of social media.
In 2023, the average engagement rate across industries was a paltry 0.67%, which is hardly encouraging.
Why the drop? There are several culprits: algorithm changes that prioritize different types of content, increased competition as more brands vie for attention, and evolving user preferences that make it harder to capture and hold interest. All these factors combined can make social media marketing feel like a roller coaster ride with more dips than peaks.
Again, it’s not all clouds. Social media remains one of the best channels for building trust and community - especially in an environment where people are overwhelmed by the amount of content. If you can become a trusted source for information, insight, and entertainment, you can continue to thrive on social. Just remember, there is no formula for virality.
What is Driving These Changes?
So, what’s driving these seismic shifts? There are a few culprits:
Shifts in Consumer Behavior and Preferences
Consumers today are more selective and expect higher levels of personalization. They are tired of generic messages and crave content that speaks directly to their needs and interests. This shift means marketers need to work harder to understand their audience and tailor their messages accordingly.
Content Saturation and Competition
Competition is fiercer than ever. The digital space is saturated with content, making it harder for any single message to stand out. This saturation means that only the most compelling and relevant content will capture attention.
Evolving Algorithms
Technology and search engine algorithms are advancing at a rapid pace. Google, Meta, and other platforms are continuously updating their algorithms, making it crucial for marketers to stay on top of these changes and adapt their strategies accordingly.
What Can I Do About It?
Now that we understand the challenges, what can we do to address them? As I said during a recent Polaris Growth Studio Roundtable discussion,
"The buzzwords right now are trust, community, and curation. If you're not solving for those things, then you're not going to be doing it right.”
Understanding your customers
First and foremost, it’s essential to understand your customers deeply. This isn’t just about knowing their age and gender demographics; it’s about getting into their heads and hearts. What are their pain points? What solutions are they seeking? How can your product or service add real value to their lives?
Meghan Hardy said it best at our recent Growth Roundtable:
“I think the piece that I see a lot of businesses missing is taking the time to understand each of their audience segments and how they are making purchasing decisions. How are they getting information?”
Gathering these insights requires research and engagement. Use surveys, social media listening tools, and customer feedback to gather information. The more you understand your customers, the better you can tailor your marketing efforts to meet their nuanced needs and preferences.
Trust
Trust is the currency of the digital age. Without it, your marketing efforts will fall flat. To build trust, be authentic and transparent in your communications. Share your brand’s story, values, and mission. Show the human side of your business.
Fostering trust also involves providing clear and honest information about your products or services. Avoid making exaggerated claims and deliver on your promises. Engage with your audience authentically on social media, responding to comments and messages promptly and thoughtfully.
At a recent Growth Roundtable discussion, I shared:
“Consumers are overwhelmed and oversaturated. They go to trusted spaces. If you're building a marketing program for a brand, your goal is to have folks who learn to trust you and engage with you."
Community
Building a strong community is essential in the digital landscape. Foster a sense of belonging among your audience by creating spaces where they can interact, share experiences, and feel connected to your brand. Actively participate in community discussions, listen to feedback, and involve customers in shaping your brand’s direction.
A vibrant community not only strengthens loyalty but also amplifies your brand’s reach through word-of-mouth and advocacy.
Ashley Rector put it best during a recent Polaris Growth Studio Roundtable discussion:
“We’re focusing so much more on storytelling now. We’re telling stories about the brand and the mission, and about consumers that love the product. It’s less about selling and more about building a community."
Curation
In an age of information overload, curated content is a breath of fresh air. By curating the best and most relevant content, you save your audience time and effort. This positions your brand as a valuable resource and helps you build a loyal following.
Curate content by regularly sharing lists, round-ups, and summaries that provide valuable insights and information. Use tools like content curation platforms to find and share high-quality content that your audience will appreciate. Invest in well-researched, well-written, and visually appealing content that provides true value.
Adapt, Adjust, and Thrive
By understanding the current shifts in the world of digital marketing and using a toolbox of understanding, trust, community, and curation, you can overcome recent challenges and achieve meaningful results in your digital marketing efforts.
Keep learning, stay flexible, and always put your customers first. The digital marketing landscape may be ever-changing, but with the right strategies, you can navigate it successfully.
Need Help?
Navigating the landscape of digital marketing can be challenging, but you don’t have to go it alone. Whether you're struggling with declining email performance, grappling with your SEO strategy, or looking to build a strong social media community, we’re ready to assist. Book a free exploratory call today.
Other Resources:
Quotes and ideas from this blog were pulled from the June Polaris Growth Studio Roundtable discussion. To watch the full conversation, click here. To learn more about the fabulous women who shared their insights and advice, visit their websites below!
Meg Clarke, Owner and Founder of Clapping Dog Media, a boutique SEO agency.
Meghan Hardy, marketing consultant and Founder of Happening Ideas.
Ashley Rector, founder of Quimby Digital, a social media marketing and paid advertising agency.
