Marketing Strategy Challenges

No matter how much time, energy and planning may have happened in the past, the sad truth is that many businesses encounter strategy challenges when it comes to deploying their marketing  

The first steps any business can take to creating a powerful marketing function is admitting that there are problems in the first place! This can be the biggest challenge of all, as often businesses are put under pressure to over deliver demanding objectives at a minimal cost and try to power forward instead of stopping and re-grouping. 

Businesses need to be agile, but by recognising the strategy challenges you have, it shows that you are taking a step towards creating an action plan for an improved and robust way to connect your brand with your customers. 

Below are our top strategy challenges, plus our suggestions around some quick, and not so quick, solutions. As always, let us know if you need any help or have any questions.  

The Top Marketing Strategy Challenges

Changing Customer Preferences

Problem: What customers want evolves continually, often driven by trends, technology, cultural shifts, and economic conditions. Adapting marketing strategies to align with these changing preferences can be difficult. 

Solution: Talk to your customers. Find out what they want your brand to do or change and then get them to vote on which one to do first. Use both your social media channels and your CRM. You don’t have to make changes overnight, and if you ask for feedback you need to action it! But doing this demonstrates transparency, customer collaboration, and will build trust with your audience. 

Limited Resources

Problem: Many businesses have limited resources in terms of budget, team, and marketing expertise – especially in 2024 when marketing is being squeezed even more than before. Allocating these resources effectively to develop and execute a robust marketing strategy can be a significant challenge. 

Solution: You can’t be all things to all people. What is the more effective channel that is driving the most revenue? Pull back on some of the other channels and concentrate on creating content and optimising one (or maybe two) and get your marketing the most successful it can be in one area. This is easy to maintain, takes the pressure off internal teams and can be a more cost-effective approach. 


Problem: It’s no secret that marketing technology is advancing at an astonishing rate. This can be overwhelming for businesses trying to stay updated with the latest tools, platforms, and techniques. 

Solution: Often, new technology is a nice to have instead of a need to have. We would recommend doing an audit of the technology you have and aligning it to some of the objectives you have about what you want. If there are gaps and you don’t have the money to re-platform, enlisting the help of a consultant or an agency that can make small but crucial changes to maximise the performance will actually save you money in the long term.  

Integration with Overall Business Objectives

Problem: A successful marketing strategy should be aligned with the overall objectives and goals of your business. Ensuring alignment between marketing efforts and a business’s growth ambitions can be complex, especially in large organisations with multiple departments and stakeholders. 

Solution: Taking a step back doesn’t mean stop all your activity, but running a workshop with key stakeholders to understand which direction everyone is pulling in is going to be so helpful. Marketing is the HOW of delivery, so knowing where the business is going in reality, and not only in a document no one has read in the last 5 years, is going to make a fundamental difference to your marketing efforts. 

Measuring ROI

Problem: Demonstrating the return on investment (ROI) of marketing activities is crucial for businesses. However, measuring the effectiveness of marketing campaigns and attributing results to channels can be challenging, particularly if businesses are using different platforms and reporting. 

Solution: Don’t rely on vanity metrics to demonstrate ROI! It will seem like the easiest way to measure performance, but they don’t tell you anything in the long run. Get 3-4 metrics that show direct actions and consistently report on them. Sales numbers assigned to a specific channel performance, petition signs, donations, newsletter sign ups, social media engagements are all good…but focus on comments and post engagement overreach and impressions. 

Being agile in your marketing efforts and ensuring your marketing strategy is hitting the mark is easier said than done. Unless you have a team and a marketing budget the size of a brand like Amazon, you are always going to be playing a bit of catch up.  

Making small, incremental changes to both marketing activity, platforms and messaging will help evolve your marketing strategy as the environment, your customers and competitors change around you. 

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