Ultimately, digital marketing consists of creating effective and trusting relationships between consumers and companies, not only to reach and convince them but also to listen and learn and from them, responding to comments and requests. This happens in different ways, summarized in 5 key elements, and find them out Networks Trend.
To interact, users use smartphones, tablets, PCs, TVs, to access websites and apps
Most interactions take place via a browser or an app that reach proprietary websites and the most popular platforms and services: Facebook and Instagram, Google and Youtube, Twitter, and Linkedin.
You can use different channels, company or paid, to reach and engage customers, with advertising, emails and messages, search engines, and social media.
Collecting and analyzing data is fundamental because Marketing to be successful must necessarily be data-driven, that is, guided by the evidence that emerges from interpreting the data. This is a complex activity, also due to the need to comply with data protection regulations, and in particular the GDPR, the regulation in force in Europe. The so-called customer insights, information on users, help to create personalized communications in line with needs with Networks Trend.
For this crucial activity, the technologies for the DMP (Data Management Platform) come to help, increasingly used. Collecting and analyzing data when it is in high volumes is also called Big Data Analysis.
The last and fundamental piece is that of marketing technologies ( martech ) that facilitate the creation of interactive experiences of sites and apps, and help segment audiences, create targeted campaigns, and increase conversion rates. (Read the guide to choosing marketing software here)
The objectives of Digital Marketing: customer experience and CRM.
As you can see, this is a 360-degree approach, which aims to improve the customer experience and develop relationships in a multi-channel context, thus going beyond the mere promotion of products and services and Networks Trend.
It is important, before starting a strategy, to carry out an analysis of the reference context and market trends, using marketing intelligence tools.
In this context, the role of technological platforms (marketing technologies, or martech technologies ) is crucial, but the organizational approach is even more so. We need to break the silos that divide traditional marketing from digital, manage online channels as a support to the entire sales cycle, from pre-sales to customer service, working together for a common goal. Naturally, new skills are needed: many companies are facing this step with important change management projects aimed at creating a digital mindset in people that represents new humus on which to graft modern marketing.
The 4 phases of Digital Marketing
Briefly, four fundamental phases can be identified that correspond to as many objectives of digital marketing specialists.
- React: reaching potential customers, with an acquisition strategy aimed at creating awareness online and offline and driving traffic to the company’s web channels. Among the techniques used in this field are SEO (Search Engine Optimization), online advertising, Public Relations, social media marketing.
- Act: Take action towards conversion prospects.
- Convert: transforming prospects into customers, i.e. achieving marketing goals in terms of lead generation and sales, and increasing online and offline sales. These two phases are linked and require the analysis of the customer journey, content marketing, and lead nurturing activities, the use of marketing automation technologies and techniques for optimizing landing page conversion rates and Networks Trend.
Defining the Marketing KPIs, that is the metrics for measuring performance, is fundamental. Numerous tools are used to monitor sites and e-commerce (i.e. for Web Analytics), many of which are free.
- Engage: create a close relationship with customers, create loyalty (retention), create a fan base, and stimulate repetitive purchases. At this stage, it is important to have developed a Customer Onboarding solution.
The Chief Marketing Officer is responsible for the growth
In recent years the role of the CMO has assumed an increasing weight among the C-Levels. Experts and analysts agree that the marketing manager has the most effective levers in hand to bring business success in the company, and with him emerging professionals such as the Social Media Manager and the Data Scientist.
This is also supported by an article published by the Wall Street Journal signed by Deloitte Consulting, which indicates, in particular, that there are two factors of greatest importance to set up a successful growth strategy: the collection of customer data and the collaboration between different business functions.
In fact, it appears that the companies with the highest growth performance are those that have widely deployed strategies to extract, analyze, and govern customer data, with data-driven marketing. CMOS help shape the data architecture and allow optimization of segmentation, targeting, personalization, and agility. The insight about customers not only serves to make marketing decisions but affect more strategic business decisions, increasing the role of marketers in companies. The CMOS, and with them the digital marketing specialists, thus have the task of making the voice of customers heard throughout the company, and to create connective tissue between the different business units to make the organization truly customer-centric, a concept that is certainly not new but that few succeed. really to materialize at Networks Trend.