Major Risks associated with Digital Marketing


Marketing is always known as a professional term for the practice of putting out a particular message into the minds of the right and targeted people. Before the internet had even come, marketing used to depend on physical methods like flyers, newspapers, television etc. The digital revolution has made it easy to own and function as a marketing business without offices, multiple employees and other traditional systems. There is a flip side of the internet too which is the risks that come with it for digital marketing purposes. It includes not having defamation, clear strategy, lack of research and many more. A company needs to handle and mitigate risks before they result in the downfall of the company. If you are looking for digital marketing related services, Blurn Australia could be able to help you out. The experts could handle each task and make sure that the brand visibility and exposure increased. Click here to know more about the services offered by Blurn.

Have a look at some of the major risks associated with digital marketing.

  1. Lack of a clear digital marketing strategy 

A digital marketing plan is essential as any other strategic communication generated by a company. The digital marketing risk is not having a clear plan which could provide dangerous consequences. A sales pipeline is a visual and real display of the current state of a company and not creating a plan will lead to fewer sales, which inevitably leads to a decrease in sales and profit. Buyers grow more skeptical and judge based on a company’s digital engagement and the risk of misinterpretation of information.

  1. Risks of defamation and exposure

The risk of having a starter social media account would include the chances of being a public ridicule. A single mistake would affect the reputation of the organisation. This online misstep might cause permanent damage to the stronger and outgoing digital campaign and the higher risk there would be of offending the community, gathering a group of people in a wrong way and not meeting the social guidelines. Damage control in such situations is difficult to manage. It would be the most essential to make sure public relations affairs are in order and have examined the campaign before release.

  1. Risks in using Services

Marketing through online channels includes the use of Search Engine Optimisation (SEO) tools and Search Engine Management (SEM) and the absence of using the lead to the outflow of outdated and old information. Incorrectly making use of such services could open the firm to multiple risks. Over the years, the tools have rapidly evolved and get regularly updated which would require the digital marketing strategies needing to be updated simultaneously. In the last decade, the world of online marketing has seen a transition from AdWords to demographic key audience analysis, behavioural segmentation and revolution in the world of advertising.


SEM: It is a form of paid advertising that permits an organization to promote advertisements on various search engines and pay as soon as the ad results in a click.


Risks in SEM: Due to the vast variety of the available metric evaluation tools, there is pressure in choosing the most effective tool specific to the company’s campaign. There is a risk of spending over targeting the incorrect audience, spending over budget which leads to less traffic to the organization’s website.


SEO: It is one of the popular tools for marketing in this era. Every time a user looks up your brand or service anything close to the tool would show the consumer the option of your website at the very top.


Risks in SEO: The failure to meet the requirements of the search engine algorithms would lead to no results. Search engines have a lot of criteria and strict factors that go into ranking the websites and this would require thorough checking and adjustments for maximum engagement.

  1. Lack of research for the target audience

The danger in online marketing is a lack of research, especially in terms of audience analysis. One of the initial processes in tailoring a marketing campaign with the help of online channels is targeting the type of users based on geographic, demographic, online behaviour, psychologic and many other factors. Not defining the target segment for your campaign could open up the organisation to risks like a waste of money, resources and failure of achieving the goals of your campaign. Other than this, there is added risk of information being bombarded to your target as well as the information being lost in between the advertisements on the internet. Without segmentation, the data analysis process is rendered ineffective. Highly targeted and automated messages could be useful to beat the campaigns.

  1. Misleading Bot Traffic

Creating and releasing digital content could lead to bot traffic. The advertisements could be measured by consumers that are processed by several tech software. There is a possibility that many clients’ money is being used for duplicate reactions by bots, swipe activities and robbing of their budget.


Privacy Protection: With increasing awareness among consumers, privacy concerns are openly voiced. Targeting the audience and displaying ads includes the risk of bad faith. This risk could be avoided by being transparent and being clear on the privacy policy to ease consumers and make them feel safe.

  1. Omni-channel Marketing 

Sole reliance on a single channel could be too risky. With digital marketing in question, there are different online platforms that is available which is fully used by intelligence agencies.


Single-channel marketing strategies – They have too much dependence on one channel that delivers the wrong brand image. Multiple techniques such as social media, emails, KOL (Key opinion leaders) and events with many more could effectively deliver the message.

  1. Trademark Infringement

Trademark infringement is a concern for digital marketers.  With so much emphasis on branding, every brand wishes to protect its ideas and any concepts that are or could be an asset to its portfolio. These have several forms like words, taglines or logos and a particular firm may have been using registered trademarks from another company.

Digital marketing is used by almost all businesses and if the firm keeps the above in mind while implementing a communication strategy online and ensuring a stronger ROI. These mistakes and risks could easily be avoided to build a strong brand.