Four ways to extract more value to the digital marketing

From the same origins of Internet, the advertisers saw it as an extensive laboratory to increase sales and to generate loyalty. Most failed.

On the other hand, the consumers adopted the digital technology according to their convenience and when making it they altered the form totally of making their purchase decisions.

Today, the companies that they understand this evolution are making of the digital interactive the center of their marketing strategies, and in accordance with that, they reconsider priorities, budgets and reform processes and abilities.

Those that more success has are limited to four sources of value for its digital activities. First, they coordinate their activities to begin the consumer in a more and more digital trip of purchases. Second, they endow to their content marks that it allows the consumer to create their own mark identity and, when making it, to become ambassador of the mark. Third, they recognize the necessity to think as publishing multimedia of great scale while they manage an incredible increase in the content that they believe to sustain products, segments, channels and promotions. Finally, those advertisers program strategically how to join, to take advantage and to use that incredible quantity of digital data that they prepare now.

The difference of the digital marketing

In fact, it has always been known that the consumers spread to undertake a trip of several stages when they make their purchase decisions. And however, many companies continue concentrating marketing resources in only two stages: mark marketing to attract them in the moment in that they begin to consider products, and promote in the final point of the sale to incline them to their favor when they are about to make the purchase.

The digital technology is changing all that. The consumers that before they requested recommendations to family or friends on some product that they need now find online the opinion of the users, they compare prices and they evaluate options in the partners of social nets. That to flow of information not only gives to be able to the consumers but rather it also allows to the marketing departments to participate in that conversation.

But to pass of a mentality of sales “of a single hand” to a relationship of double road with the consumers requires fundamental changes in the way in that the advertisers make business. Some have made them and they made tests with all that that you them since ocurrìa didn't taste like what a certain science it would work and how not. Digital vehicles as advertising videos, favored content and promote online. They continue appearing new forms of delivery advertising online, with renovated places and appearance of multiple micro sites for specific products. The companies are buying thousands of words key for searches and new agencies continue appearing to assist the desire of the advertisers of innovative content. Although many of those initiatives are sensible, sometimes flaw the implementation, what means more expenses with few results.

Integral experience for the consumer

Be through marketing emails, or for search of products online or for use of mobile devices to look for coupons, the today clients interact continually with the marks as they come closer to the purchase decision. And however, those contacts are managed, in general, for sectors totally different from an organization. The digital channels can unify that experience and don’t let escapes the opportunity. Undoubtedly it is not easy to coordinate contents in the consumer's experience, but what gets lost if one doesn't make it could be more difficult of confronting.

To inspire the clients so that they help him to stretch the marketing budget

The traditional advertisers almost spend 60% of their budgets in placements product pays, 20% in content creation and the remaining in employees and agencies.

The digital channels, with their social nature, invest those figures, when concentrating a small nucleus of people that they can diffuse positive impressions or simply to share information, with a wider public. The digital advertisers spread to dedicate 30% from their marketing budgets to means payments and 50% to content. The clients make the heaviest load when they decide to look, play with content and to send it to their communities online. When making the correct investment, the digital advertisers can spend much less in marketing like percentage of the sales, with little or any deterioration in the acting.

This of allowing to the consumers that appropriate of the marks scares many companies that they fear to lose control. The key is in finding a balance between to retain control and to create opportunities so that the consumers manage content.

To adopt the discipline of an editor to clip costs

All this of sustaining the trip of the consumer's decision requires great quantity of content, that is to say, much more than publicity. While the companies go after the digital opportunities, they are still slow in the production of contents. More and more the content is requested “on demand” for the consumers or it is prepared according to its preferences. Many companies have become, in essence, in content publishers, with costs and concerns of quality, and however they continue behaving as simple advertisers. Many advertisers, when not adopting the discipline of multimedia publishing, don't notice that in their operations they are confronting more and higher production costs, unnecessary duplications, and quality inconsistent content and mediocre interactions with their consumers.

To use the intelligence wisely to increase the acting

When a possible client actively evaluates her options of products, he needs the message adapted in immediate form and in the appropriate place: when you want to improve expense in searches and other means; when the conversations online begin to measure their mark, no answer can be the sufficiently quick thing. If you need to optimize their search or their expense in other means of more and more quick cycles, there is not time to lose. The intelligent digital advertisers are dominating the intelligence tools and processes to analyze what the clients are seeing and studying the positions in the search results in the main places retailers. Those advertisers explain what the consumers are making when analyzing their behavior online and to interpret what you say.

In definitive, the marketing departments will demand more resources, but those resources will have a cost: more justification, more innovation and more operative efficiency. The executives of business will demand more visibility translated in figures on he gives digital and more clarity it has more than enough marketing plans. To change, the advertisers to increase value when their brands stops to be mere names and become power stations to help the clients to obtain what you need.

The change in marketing begins to accept a new perspective on what it is looked for to achieve. It demands that the executives in marketing adopt a coordination list among several functions, equipped with deep studies on the one on the way to the decisions of the consumers and the tools that you need to guide them.
Autor: Reinaldo

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