Effective Ways to Reduce Digital Marketing Adoption Barriers

Adoption is, without a doubt, one of the biggest challenges to digital marketing success. Your marketing team may have the best-laid plans, but, without company-wide adoption, it will become virtually impossible to get even some of those plans off the ground. Whether this comes down to a lack of alignment between marketing and sales, a lack of company-wide adoption or confusion in how best to use marketing automation tools, adoption barriers can have the biggest impact on your results.

When your team has invested a great deal of time, resources and effort in finding a digital marketing platform that is able to automate and improve your email marketing and mobile marketing campaigns, it is natural to want everyone else on board. Problems arise when one department embraces new software and other departments insist on using outdated tools. The ‘build it and they will come’ mentality works to a point, but eventually, in order to see genuine results, the entire company needs to join the party.

Over the last few months, we have shared a number of useful tips on how to pitch automation software to your CFO, CEO, CIO and various other company leaders. We have also shared some tips on how to pitch to your developer. In this guide, we take a look at some strategies that help you reduce some of the biggest barriers to adoption across the company.

Common Digital Marketing Adoption Barriers

Sadly, even the most sophisticated of platforms will not instantly bring the entire company on board. Fears of being left behind do not help move things along, either. There are a number of very real roadblocks to overcome in the adoption of any digital marketing platform. Some of the biggest barriers include the following:

Overwhelm. With the growing number of tools and technologies on the market today, many users are simply feeling overwhelmed. Many do not have time to learn how to use yet another system. A number use multiple tools to perform various functions. The bigger the company, the more number of tools are typically used.

Frustration. Many users do not see the point of new systems and feel frustrated at being forced to use new systems that replace those that are already being used. Many also feel that decisions are made with little to no consideration or input from employees.

Uncertainty. A number of uses avoid disruption in their busy work days. Learning a new system can be uncomfortable for many, which causes uncertainty. With many employees already having to deal with challenges, this is often something that is dreaded.

The Forrester Wave™: Cross-Channel Campaign Management, Q1 2018

How to Simplify Digital Marketing Adoption

Luckily, the process of integrating new digital marketing tools does not have to be traumatic, if you approach the adoption in the right way. Some things to consider for an easier adoption include the following:

Do not try and rush the process.

Launches should never be treated as a single, one-off event. Trying to rush the process by doing everything in a single day can end up causing far more harm in the long run. Instead, aim for a realistic launch that includes post-launch steps, training and planning. Consider support as well as deployment and make sure that everyone is prepared well in advance.

Align your goals with your overall business strategy.

Make sure that your digital marketing goals are aligned with your overall business goals. It is far easier to adopt new technology when there is a clear reason. Once employees see how the new tools will add genuine value to their everyday lives, they will be more likely to embrace change. Set smaller goals for each stage of the implementation and adoption process and make sure that everyone is kept on the same page at all times.

Keep communication lines open.

Make sure that you have a schedule in place, with clear processes for follow-ups, reminders, training and announcements on future updates. You will need to incorporate training and implementation without nagging or annoying teams. It’s also a good idea to consider ways to deliver communication in a visual, engaging way, such as video and documentation.

Provide support.

What happens when problems arise? Who can employees turn to for help? Make sure that any and all questions are addressed quickly and be sure that there is sufficient support provided at all times. This will help to reduce frustration and streamline the process. Getting feedback will also help you identify potential issues, and even find champions who are adopting on schedule.

Lead by example.

Get company leaders on board to ensure that you are able to lead by example. If top-level managers are adopting new systems, it will help everyone else follow suit. Ask department heads to showcase the new technology in team meetings to demonstrate how it can be used.

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