There is a lot of talk about Digital Marketing, but is it just another one of those new buzzwords that go into fashion or is it something we should be very attentive to?
In our opinion, it is undoubtedly an unavoidable area of marketing.
Consumers are at the heart of all marketing, but their nature is changing.There is a major turn from a Mass Market model to a Customer Network model.
The Mass Market model worked in the past, where the Company was at the center and made mass communications, one way (from the company to its entire target), interrupting to draw attention and trying to persuade the consumer who took on a passive role – the only decision was to buy the product/service or not.
But the nature of the consumer is changing. Now there are more connected than ever. The speed with which messages spread in this digital age makes them a “problem/challenge” or a “added value”. In fact, for every comment made by a consumer, hundreds may read their interaction, shaping their opinions about the business based on what they read.
That’s why we think working well in the Digital World is critical to any business today.
Have you ever heard the expression, “if you’re not on the web, then it’s because it doesn’t exist”? You don’t want that to happen to your business, do you? But it is not enough to be present, there has to be a strategy and it must be well managed or it can have catastrophic consequences.
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The following question is: what is digital marketing?
Digital marketing is the act of promoting and selling products and services, using online marketing tactics such as social media, search engines and email marketing.
The best known definition of digital marketing is advertising delivered through digital channels. Channels such as social networks, mobile applications, email, web applications, search engines, websites, apps or any new digital channel.
This is where the subject gets complicated… what do you mean any other digital channel? A phone call is digital, are there digital billboards and on-demand television? And when we connect online strategies to offline contacts and sales? For this reason there are several currents that argue that digital marketing does not exist for itself, what exists is Marketing and digital is one of the strategy of a detailed marketing plan.
In the end, digital marketing is simply marketing.
The #1 rule in marketing is to make the right offer at the right time and in the right place. Today, customers are online: browsing social networks, keeping up to date on news sites and blogs, searching on search engines…
Within Digital Marketing there are also 2 important concepts: Inbound and Outbound Marketing. In a very simplified way, in Inbound Marketing we want the customer to be attracted and come to us, in Outbound Marketing, we go after the customer.
Over the years there have always been changes to the strategies that different companies have taken to attract and retain their customers. As Michael Porter used to say , “keeping a customer is always cheaper than getting a new one.” But in order to retain a customer we must first capture him and there are two online strategies to be able to do so. Either we pay advertising to capture it, what’s known as outbound marketing, or we create content we offer to attract you, what we call inbound marketing.
What is Inbound Marketing?
Inbound Marketing is the creation of quality content that attracts people to your business and brand. People are already looking for answers online, researching anindustry, analyzing competitors, and trying to decide if they really need your service or product. Thus, the goal is to have content that speaks to people who are in the different stages of the buying funnel in order to capture these potential customers where they are “naturally” online.
By aligning the content that is published with your customer’s interests, it will organically attract traffic that in turn can convert and even become a staunch supporter of your brand.
What is Outbound Marketing?
Outbound Marketing is the opposite of Inbound Marketing.
It refers to any type of marketing where it is the company that starts the conversation and sends your message to an audience. Examples of outbound marketing include more traditional forms of marketing and advertising, such as TV ads, radio ads, press ads (newspapers, magazines, brochures, brochures, catalogs, etc.), trade shows, external sales calls (also known as “cold calls”) and email spam.
Outbound Marketing is generally harder to track and less profitable than Inbound Marketing, but ironically, organizations still spend about 90% of their marketing budgets on Outbound Marketing.
In both strategies, there are very useful channels for any business:
- Marketing for Search Engines (SEM)
- Search Engine Optimization (SEO)
- Pay-per-Click Advertising (PPC/SEA)
- Content Marketing
- Social Networkmarketing (SMM)
- Affiliate Marketing
- Email Marketing
In the links above you can review each tool, or strategy in detail.
The great advantage of digital marketing is that it can help all types of companies to have a presence with their target audience. Through these strategies, small and medium-sized enterprises can compete with large organisations in a way that was previously sealed to them.
Nowadays it is possible for a small clothing store to sell in the same space as giants like Zara or H&M or even have strategies that allow you to find unexplored spaces by these brands and above all at prices that are within its capabilities.
Digital marketing is the marketing of the future. It has several benefits and allows you to monitor the results of your efforts with incredible accuracy and this way you can easily see which strategies are getting the best results and which ones need some work.
Need help creating your digital marketing plan? The Link37 digital marketing agency is the ideal partner! Get in touch with us! We can help by freeing you time to devote to what is most convenient for you.