16 reasons to start now, in the aftermath of the pandemic
“Marketing is the process by which an organization relates creatively, productively and profitably to the market, with the aim of creating and satisfying customers within the parameters of the organization” Phllip Kotler and Joanne Scheff
If marketing is a relational process, digital marketing is the same process, optimized and adapted to the reality of the 21st century, where we are constantly connected with people, companies and organizations online.
Like the traditional, digital marketing is about creating relationships. It is a social, interactive and participatory process. However, unlike traditional marketing, limits on its reach are practically nonexistent.
The online experience has been growing in recent decades, and just look at the reality we live in 2020 to realize that the experience of human socialization has changed forever.
The covid-19 pandemic has accentuated this trend, where everything can be done online. If before we shared our experiences – work, shopping, socializing, entertainment, information, etc. – between online and offline, these recent times have proven that not only is it possible, but for many, it is also convenient and desirable, that all these areas of life are experienced through the internet.
If you do not have digital marketing in your business yet, it is likely that, by this time, you have started to see its benefits. More than ever, it is clear that online, with its methods and tools, is here to stay. The paradigm, which was already changing, solidified when we realized that we can access practically all areas of our professional and social life without leaving home.
If online communication was already a fundamental strategic axis, used by all types of companies, brands and organizations, nowadays it is particularly important for small and medium-sized companies, for which it becomes more challenging and expensive to reach the public through traditional methods.
Both online and traditional communication must be carefully planned and implemented in order to obtain the desired results. Whatever your area of expertise, your business needs, more than ever, digital marketing. Start implementing it now, to experience the following advantages:
1 – Know your target audience
The target audience is your ideal customer. The one for whom your product is more appealing and who is more likely to acquire it, once you know it. The definition of the target audience, whether it concerns a brand, a specific product, or an advertising campaign, must be judicious and does not dispense with in-depth knowledge about the demographic, psychographic, consumption habits, and behaviors of that same customer. Digital marketing allows you to learn about all these factors.
Nowadays, we have the possibility of an unprecedented interaction. When previously, you could only know who these customers were and where, currently, using digital tools, you can come to know the feelings, needs and desires of your target audience and define how you can satisfy them.
2 – Know your customers
Your customers are people, and they shouldn’t be reduced to numbers. Because it is based on tools that are, by their nature, interactive, digital marketing allows you to get to know your customers.
Putting this knowledge into analytics is a start, as you can gain important notions about volumes. “How many people visit my page each day, which days and hours are the most popular, etc.”. However, access to your customers’ perceptions, feelings, needs and desires is essential to ensure favorable communication.
Using other digital marketing methodologies, you can give the opportunity and encourage your customers to react, respond, participate and, essentially, feel part of a community created around your business.
Digital allows you an unprecedented proximity and a knowledge much deeper than that generated by traditional methods, which can leverage to better achieve the specific objectives of your company.
3 – Know your market share
O conhecimento da quota de mercado do seu negócio é extremamente importante. Existem novas ferramentas que permitem fazê-lo online e fornecer-lhe toda a informação de que necessita para planear os próximos passos da sua empresa.
4 – Know your impact
Digital marketing allows you to obtain the data you need, define appropriate metrics and analyze the information collected. If it is possible to measure factors such as trafficking and calculate conversion rates, you will easily know if the strategies you are putting in place are working.
“Who are the people who visit my page? Where are they directed from? What percentage of visitors from this ad, which I placed strategically, buy products on my page? What products do you buy? How much and how often? ”
The answers to these and many other questions will uncover the weaknesses and success factors of your strategies and help you define what you should keep and what you can change in the future.
5 – Make yourself known
Any business is made up of people. Digital marketing not only discloses its services and products, but also takes a step that is considered by many marketing theorists, the fundamental of the 21st century: it allows you to humanize your business.
If the members of your audience know your company well, identify with what you offer, as well as with the brand, and with your mission, you are more likely to become loyal customers.
6- Create a relationship
Since marketing is a relational process, it is natural that this is an important step also in the digital component. If you know your customer and your customer knows you, a relationship is created that should not be overlooked.
This relationship is important in terms of communication and image, but it also allows you to implement strategies, such as sales funnels, in which you deepen the relationship with a certain percentage of customers, who will be interested in some of your more premium products or services. , which may not appeal to your entire clientele.
By thinking about your customers as individuals, you open the door for the relationship with each of them to be deepened, with benefits for both parties.
7 – Define your target audience better
It is very likely that your business already has a defined target audience. However, if you are not already using digital marketing, it is also likely that that definition is still somewhat limited.
Online tools allow you to refine the definition of the target audience and go far beyond demographic characteristics (my product is aimed at young men, between 18 and 24 years old) and explore psychographics (who play extreme sports) to the limit (who regularly buy protein snacks and have seen superhero movies in the last year)
With the help of these tools, you can refine and direct your message about each of your services or products to different audiences, for whom they are most relevant. These methodologies also allow you to spread these messages in the places where the people you want to communicate with meet. There is a huge variety of online media, between websites, platforms, social networks, blogs, newsletters, etc., but not all of them will have the same relevance for your target audience and, for this reason, they will not have the same relevance for the your business.
8- Go to the customer
Your customers are already online. The digital tools allow you to meet them in the “places” they frequent the most, deepening the relationship and making sure they do not forget that they can count on your business, find it and interact with you easily and at any time.
In addition, digital allows you to easily reach your potential customers. Your loyal clientele is online, and so is your target audience. A well-defined strategy will take into account the behavior of each segment of your audience, in order to reach you in a simple and effective way.
9 – Reach a global audience
There are currently no limits to its reach. While with traditional methods, reaching audiences that are geographically distant or less socially accessible is not rewarding, digital tools allow your business to reach where and to whomever it wants.
10 – Adapt your strategy
As already mentioned, digital marketing provides you with tools to calculate the effectiveness of your marketing efforts. By putting these methodologies into practice, you will get to know your effective and potential audiences better, you will know which platforms are most desirable and you will have a good knowledge of the success that your communication and sales strategies will have in each of the efforts undertaken.
Therefore, not only is obtaining all this information quick, but so is your ability to adapt. It can adapt quickly and easily to data analysis, customer and target audience feedback, as well as the advances of its competitors, in order to implement new and improved strategies based on all the information collected.
11- Integrate digital with traditional
Your strategy must be integrated, in order to avoid duplication of efforts or even the transmission of contradictory messages or images about your company. Your communication must be cohesive across all channels used, whether online or offline.
Each channel allows you to communicate differently and even make known different aspects of your company, but the fundamental message and the value proposition must be precisely the same. Take advantage of all the means at your disposal, maintaining the professionalism and solidity that your customers are used to.
12 – Be competitive
Your competitors are online and so are your potential customers. Not having a strong online presence means losing market share to businesses similar to yours, which have made this investment and will be easily found by those looking for products and services similar to those that your company has to offer.
However, in terms of competitiveness, as in traditional marketing, the mere presence in the appropriate channels is not enough to attract customers and get them to interact with you and purchase your products or services. Have you watched your competitors online? What platforms are they on? How do you communicate with customers? What means do you use to do this? How can you compete with them?
There are countless ways to innovate and create a dynamic and participatory online presence that you can explore.
13 – Be accessible
One of the great advantages of a strong online presence is that customers can come to you in a variety of ways. By implementing a digital marketing strategy for your business, in addition to reaching out to customers, it will create paths for even more to come to you. There are several methodologies to generate traffic to your website, blog, pages on social networks, etc.
Another advantage is that, in the online world, there are virtually no geographical barriers or time constraints. Even when it is not available in person, your company, products and services can be accessible possibly purchased in a convenient way.
14 – Meet expectations
Your customers are already online and expect to find you there, with a presence that reflects what they are used to receiving from you in the more traditional spaces.
There is no better way to be convenient for your customers than to be online. If they know that they can find you quickly, communicate with you and purchase your products or services easily, they will feel confident in your company.
15- Establish confidence in your business
As already mentioned, your target audience is online. If a potential customer learns about your business through traditional means, his next step will be to look for it online and, if he doesn’t find it, he can question the legitimacy of your business and choose your competitor. The online space allows, in addition to creating close relationships, the establishment of trust.
One of the main marketing issues is positioning. It is well known that if you do not position your company so that the desired opinions are created, the public will do it for you. A good online presence projects an image of reliability, modernity and transparency.
Never before has it been possible to reach audiences so vast and diverse, and in such creative ways. However, many of these new ways of doing so
Harbor lower costs than traditional marketing.
Once the importance of online presence is established, it is important to realize that it must be thought and studied in a strategic way. This should be appropriate to your area of activity and created according to the image and message you want to convey about your company and in an appealing way to your customers and target audience.
Your customers are online. Your potential audience is online. Your competitors too. And your business? Why aren’t you there yet?