Digital Marketing is a set of
strategies in the online environment that aims to acquire, delight and
retain customers through targeted actions on social networks, search
engines, email and websites.
In general, Digital Marketing covers
all internet marketing strategies. Some of them are:
- Inbound Marketing;
- SEO (Search Engine Optimization);
- Content Marketing;
- Social Media Management;
- Sponsored links;
- Affiliate Marketing;
- CRO (Conversion Rate Optimization).
In other words, the role of Digital
Marketing is to help people and companies achieve their business
objectives. It works alongside other marketing and market strategies for this
purpose.
Furthermore, Digital Marketing has
considerable advantages over traditional marketing actions. Find out more in
the next topic!
Advantages
of Digital Marketing
Regardless of size, it is hard to
find a business that does not invest in online techniques due to the numerous
advantages of digital marketing. Find the principal ones:
Accurate
audience segmentation
Prior to the internet, the public
could be reached through mass broadcast channels (TV or radio) and printed
publications (magazines and newspapers). What links them together? Reach as
many individuals as you can, ignoring any differences in behavior or demographics.
On the one hand, visibility is
positive. After all, the brand is proving to be present for a large share of
the market.
However, can you see why it is an
inefficient strategy, from the point of view of business objectives? Everyone
is seeing the company, but only a small portion actually have the intention or
propensity to buy from it.
With Digital Marketing, it is
possible to focus efforts on the target audience, that is, on people
who have the profile to generate revenue. This culminates in strategies with
greater potential for conversion.
Relationship
between cost and benefit
Now, if a strategy has greater
potential for conversion at the same price, what is the result of the equation?
An improvement in cost-benefit! After all, reaching many people requires a
considerable amount of resources. .
Think about the millions of Dollars
it costs to run an ad during prime time TV, for example. Now, compare it to the
budget for a Google Ads campaign. Why so much difference?
The idea is that no company needs to
reach a crowd with Digital Marketing. Just reach those specific people who
are likely to buy from that business. And then use specific arguments to
convince her that it is the best option.
Now, how do you know which
persuasion tools work for each customer profile? In this case, tracing the
segmentation we talked about in the previous topic is already half the battle.
Strategy
customization
Distinguishing the people who are
most likely to consume from the company helps to draw up a profile to
identify the characteristics of the ideal customer. This is a fact!
And it’s not limited to
demographics, you know? Yes, understanding where your customers come from, what
their age group and monthly income are, and what their likes and dislikes are
is a great tool for supporting Digital Marketing strategies.
However, more important than that
is understanding consumer behavior.
What makes them act a certain way on
the internet? What is the driving force behind the search that led them to the
company? How can you adapt communication to convince them to follow a certain
path?
With inputs that answer these
questions, it is possible to plan more effective and efficient Digital
Marketing strategies. Which brings us to the next topic!
Monitoring
the customer journey
How many channels do you use to
research before making an important purchasing decision? Generally, before
deciding on a product, people want to get as much information about it as
possible.
Before the internet, this entire
process was carried out in the physical store, with the support of a
salesperson. This made the process more conducive for the company to close the
purchase. Today, all the tools are in the consumer’s hands. The advantage is
that companies can monitor contact points through Digital Marketing:
- If the potential customer seeks information in
e-commerce, the company can provide all the necessary data through this
channel.
- If you want to see other customers' opinions in social
media comments, the company can make an effort to respond to all users.
In other words, to maximize results,
it is necessary to be present where the consumer is looking. And, more than
that, provide qualified information to solidify the company's image before him!
Building
brand authority
As we just mentioned, just being present
on all channels is not enough. The solution is to offer complete explanations
for common questions during the purchasing decision.
By doing this, the company gains
points in the judgment of potential customers. Through competent information,
it becomes a reference in its own area of activity. In other words, when the
consumer thinks about subject X, they will think about the company. And we know
that trust and familiarity are very influential factors in the purchasing
decision!
And this isn't limited to customers.
The company can also gain authority over the competition, media outlets,
digital influencers or even Google, through SEO strategies.
And what does this
generate? Even more visibility and business opportunities!
Detailed
measurement of results
How can you be sure exactly how many
people saw a billboard on an avenue? Or watched a prime-time commercial on TV?
And more important than that: how do
we know who these people were? Where were they from? How old were they? Have
you ever seen an advertisement for the brand before? Which ones actually
followed through with the purchase due to advertising efforts?
When it comes to Digital Marketing,
all these questions can be answered easily. As there are several tools
that monitor user behavior, measuring results is complete and detailed. Whether
on the company's website or on social media, it is possible to assess your
consumer's profile with great certainty.
In addition, of course, to the
individual path he takes on the internet until he reaches conversion.
Armed with this information, it
becomes much easier to look at the strategy in retrospect and understand which
aspects worked. Being based on real data helps a lot when planning your
next steps assertively!
Enhanced
customer loyalty
With the internet, it has become
much easier to establish an active presence in the public's daily lives. And,
more than that, create a lasting and effective relationship with the
customer.
Strategies such as lead nurturing
and Content Marketing are essential for customer loyalty. After all, the
consumer's contact with the brand does not end immediately after the purchase.
Instead, the company continues to create touch points and provide quality
content.
Thus, you establish yourself as an
authority in the customer's mind, and continue demonstrating the value of
your solutions even after conversion. When the consumer needs to buy again,
they have the confidence to use the brand a second time.