With the country undergoing rapid digitization and the social media space emerging as a marketing hub for various products and services, challenges within the digital marketing space cannot be overlooked. The revenue generation model in this space is fraught with challenges, with large global technology companies capturing a large portion of the advertising revenue generated across digital marketing platforms.
Like any dynamic field, this one has its fair share of pitfalls and hurdles.
Niraj Gupta, director of Macro Computing Solutions Co. Ltd., said in an interview with Khmer Times that the first challenge that stands out in digital marketing is the speed at which technology is evolving.
“Platforms, algorithms and consumer behavior are constantly changing, so marketers need to be nimble in responding to developing trends,” he added.
It's important to identify what's going on in consumers' minds and know what motivates them to make decisions, rather than just demographics, says Cambodia Commercial Bank PLC. Muniswamy Kishore Kumar, head of IT, points out. With new tools and platforms emerging all the time, it can be difficult to know which tools to focus on and how to use them effectively.
“Digital marketers are grappling with a complex web of data privacy regulations as they become increasingly reliant on data-driven strategies,” said Gupta. Striking the delicate balance between hyper-personalization and user privacy has become a complex art, he added.
As behaviors change, Kishore continues, deciding “how” to approach your target market can be difficult. Other challenges include generating traffic and leads, optimizing return on investment, competing with big brands and businesses, creating fresh and engaging content, and striving to be mobile-friendly.
The digital landscape is saturated with content, making it a difficult task for marketers to cut through the noise and capture the attention of their audience, continued Mr. Gupta. Creating powerful, authentic content that resonates with your target audience has become a huge challenge.
Kishore said Cambodia is facing a shortage of digital marketing experts. He said digital skills programs in higher education institutions (HEIs) were redundant and lacked professionalism. There are also skill gaps in digital skills, soft skills, and foreign languages. The growing demand for digital skills is likely to exacerbate the skills shortage in Cambodia. Competition will also intensify in the digital video and music markets.
“As the importance of digital marketing continues to grow, the demand for skilled professionals is rapidly increasing,” said Mr. Gupta. However, there is a clear shortage of trained and knowledgeable digital marketers in the Kingdom of Cambodia. This talent shortage has created intense competition for top talent, leading organizations to invest in training programs and partner with educational institutions to close the skills gap.
Kishore said that the sources of income for digital marketers can vary depending on the niche, quality of the product, and skills and knowledge of the marketer. “For example, some passive income sources can generate five figures per month, while others can generate three figures per month,” he added.
The future of digital marketing in Cambodia is bright and full of growth potential. As internet penetration increases and consumer behavior becomes increasingly digital-centric, businesses are turning to digital channels to connect with their audiences.
