Without these FIVE basics, investing in digital marketing is baseless
It is undeniable that digital transformation has brought profound changes to marketing. Access to new technologies has triggered different behaviors and changed the way people deal with brands. Customers have gained more voice and power, which has changed the way they relate to companies. Traditional marketing is no longer enough to attract the digital audience. More than thinking about an innovative action, marketers need solutions that generate engagement, integrating the different channels through which the customer passes.
Today’s digital marketing promotes interaction with customers and prospects. For this, intense planning is required for different means of relationship. For the brand to stand out and make a difference in this communication, it needs a contact that instigates consumers. They expect companies not only to interact through multiple channels, but also to offer benefits from that contact. Hence, the need to get to know the audience in depth, their tastes, their preferences, what kind of content would make them share, is necessary to anticipate their expectations and surprise them.
To achieve the long-awaited engagement in digital marketing, you need to invest in personalization. Transforming a diverse target audience into a persona means knowing much more than age group, location, social class and consumption habits. When we talk about defining a persona, the level of detail goes much deeper. It requires a more detailed research that also takes into account the client’s subjective characteristics, such as what their problems are, their dreams, relationships with other people, etc. This information offers an important precision for the construction of effective marketing strategies, because it considers individuality, making it easier to reach the target.
Speed is another essential foundation brought to marketing with digital transformation. Agility is more important than ever to keep up with the pace at which customers absorb technology. Digital marketing depends on databased actions to be able to act productively. It is necessary to invest in Analytics solutions that guarantee the ability to analyze and cross-reference data, as well as subsidies to predict trends and anticipate customer expectations. Data is essential for companies to have greater control over their marketing strategies, act at the right time and ensure the speed expected by the public.
Unlike traditional marketing, digital marketing strategies allow a measurement that informs whether they are being effective.
- ROI calculation: ROI (Return on Investment) measures the relationship between the amount invested and the financial results generated.
- Conversion rate: Measures the amount of sales (or clicks, likes, etc., according to the objective of the action) obtained with a given digital marketing strategy.
- Bounce Rate: It allows us to identify usability problems, content arranged in an unattractive way, an unintuitive layout, among other flaws.
These are some of the most important metrics to measure the effectiveness of digital marketing strategies.
Flexibility is also among the essential foundations of digital marketing transformation. It is necessary to be flexible for actions to be efficient. In digital marketing actions, it is necessary to recognize that there are flaws and work to correct them. Access to strategic information guarantees this flexibility and agility in decision-making.