While technology has opened up marketing to a newer—and much smaller—world, it has also introduced a number of issues that need immediate resolution. Let’s consider some of the biggest issues facing the marketing world right now.

Let’s start with screen size. From computer monitors to laptops and smartphones to tablets, there are no universal sizes to be found. It makes marketing tough; if your little ad accidentally blocks the whole screen on a person’s phone, someone is going to be surfing away from that site quicker than you can imagine and you’re going to be looking for a new place to advertise. Convincing developers to standardize would be a huge step for marketers.

Convincing upper management of the need for content, and the resources to create that content, is another big issue. Top level management is all about seeing a return on their investment. It’s tough (basically impossible) to measure the revenue that your content brings in. Traditional companies need to be convinced to invest in better content.

How many times has your ad popped up on someone’s display? That’s easy to track. How many times did someone even give it a passing glance before moving on? Well, that’s a little more complicated. You just have to trust that people are seeing your content. But what if there was a way to track if a person’s eyes moved to your ad? Now, there’s a technology that the marketing industry needs.

People love to play games, and turning marketing ideas into games is a great way to engage them (just ask McDonald’s how sales are during their annual Monopoly game). Unfortunately, most marketing game ideas fall flat. This is great place to put some more creative minds that are presently being used elsewhere.

Finally, it’s time to cut out the middle man. Today, brands are living entities with their own social media, their own ability to interact with consumers and their own image, reputation and set of values. Of course, there are actually people behind all of the content and the responses, but people feel closer to their favorite brands. That is, until retailers get in between—brands, therefore, need to be willing to interact more with consumers.