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What is Digital Marketing and what can you expect for the future of the entrepreneurial market

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TABLE OF CONTENTS

1. What is Digital Marketing and its importance?

2. Are Digital Marketing and Inbound Marketing the same thing?

3. What is B2B x B2C Digital Marketing?

4. Marketing Mix in the Digital Age: the evolution from 4Ps to 4Cs

5. Creative digital marketing ideas from big companies

6. The internet of things: more space for Digital Marketing

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What is Digital Marketing?

You probably already know the answer to that question, after all, for over 10 years this has been one of the most used Marketing strategies to be successful.

But there is always something new to discover on a topic as dynamic as this!

Think about just about any subject you want to learn and you can find that information in a simple Google search.

You may even have reached this article by typing the question: "what is digital marketing" in the search box .

My point is: information is abundant and available to those who want it like never before, no matter the subject, ranging from topics such as politics, religion and sports to information about products and services.

If information is abundant in all areas, and that is something extremely positive, it also becomes more difficult to be found in the midst of such an offer. And that is where the importance of knowing what Digital Marketing is.

Marketing is nothing more than creating a connection with a specific target audience to identify needs and desires and offer the most appropriate solutions.

And what is Digital Marketing? It is the meeting of these marketing strategies but done online.

There is a discussion among those who believe that Digital Marketing is any marketing strategy that includes electronic devices, such as TV and radio, and not only those who are in some way connected to the web.

However, I believe that the internet is the technology that justifies the existence of Digital Marketing. So this article will focus on strategies and tactics aimed at the online environment (despite its effects on the offline world as well).

So, if you want to know what Digital Marketing is and want to learn more about it, keep reading this article because in it we will talk more about:

What is Digital Marketing and its importance:

We stay connected most of our time on the internet, whether talking with friends, consuming content or playing online.

It became much easier to conquer your target audience, because no matter what market niche your consumer belongs to, he will certainly be online too.

Not only him: but his friends, relatives, co-workers, practically his entire social circle.

And these people will also be sharing impressions about products they have purchased and whether they are satisfied customers of a brand or not.

One of the biggest benefits of those who use digital marketing channels is the ease of measuring the impact of each of these channels, such as how many visitors to a website become buyers, making it possible to identify which ones bring the most results and therefore deserve greater investment.

Through this data, you can discover:

· Which channels have the best cost-benefit ratio for acquiring customers, based on the conversion rate and the acquisition cost of each of these leads.

· Which channels are more efficient not only to attract consumers but to generate buybacks (such as email marketing), creating a loyal customer base.

· Which consumers are more likely to buy other products of their own from higher categories by engaging this share of customers.

But after all, are Digital Marketing and Inbound Marketing the same thing?

In the last article “What is Inbound Marketing? The most effective strategy to get customers to come to you (spending up to 62% less) ” I talked a little more about this strategy that is well known for winning people's interest instead of interrupting them, like the associated actions to Outbound Marketing.

However, Inbound Marketing is often associated with Digital Marketing as if they were different names for the same thing.

And what is Digital Marketing?

The term Digital Marketing is not just about tactics to gain people's attention. On the contrary, Digital Marketing uses the tools of Inbound and Outbound Marketing . If these actions are performed within the online context, they are included under the umbrella of Digital Marketing.

The Digital Marketing involves some activities such as:

· Generate value through Content Marketing ;

· Create relationship with audience through Email Marketing ;

· Increase reach using SEO (Search Engine Optimization);

· Improve the social side through Social Media Management;

Digital Marketing activities may also include remarketing , advertisements on social networks and search engines, use of banners, push notifications, direct mail via email and any other Outbound Marketing tactic used in the digital medium.

The goal of Outbound is to put the message in front of the audience , as many people as possible, whether they like it or not, whether they like it or not.

And although they are much less efficient and cost much more than Inbound practices, they can still be part of your digital marketing plan , as long as you use common sense and don't irritate your audience.

But, without a doubt, the greatest benefit of Digital Marketing is obtained when you decide to make the audience come to you and not the other way around.

And to do that you need to generate real value by producing quality content, whether your customer is the end consumer or other companies.

What is B2B x B2C Digital Marketing:

Effective marketing is always made for people, regardless of whether you operate in the B2C (Bussiness to Consumer) or B2B (Bussiness to Bussiness) market. However, we cannot say that there is no difference in digital marketing strategies for these two markets.

Unlike B2C marketing, which focuses on reaching the end consumer, B2B marketing focuses on the relationship between companies and how to reach business customers more effectively.

In the B2B market you need to reach professional buyers, much more skeptical and well-informed.

Business buyers already know their needs very well and already have pre-conceived ideas about what they want.

If your company operates in the B2B market, your digital marketing efforts will be much more focused on lead generation so that at the end of the process, that is, when that lead reaches the bottom of the sales funnel , it is directed to the sales team. sales.

For this reason, the role of B2B Digital Marketing is to attract and convert qualified leads to their salespeople through their main marketing channels , especially on their website / blog, the most important channel for companies that sell to companies.

In addition to your website, one of the most important social networks for B2B businesses is LinkedIn, since most professional buyers are in this online environment.

Videos and podcasts are excellent content formats for the B2B market.

Make a channel on YouTube in order for your audience to make videos about trends in your niche market, launching products and services.

On the other hand, if your business is aimed at the final consumer, you can make the lead go through the sales funnel until the moment of purchase without having to have any contact with a sales team.

The B2C process can be solved in minutes with just a Google search for a product and a quick look at reviews.

The purchase journey, in this case, is much faster , which allows you to talk about your products and services to the audience more quickly and need to bet on good copies , mental triggers and calls to action on your content to make more sales.

Social networks like Instagram and Facebook are much better to complement your Digital Marketing strategy aimed at the final audience.

Different strategies, for different audiences. However, that is not all that changes with respect to Digital Marketing. Even the traditional marketing mix and its 4Ps have changed in the digital age.

Marketing Mix in the Digital Age: the evolution from 4Ps to 4Cs:

The strong massification of the internet since 1990 has had an impact on the marketing mix.

Better informed consumers, once again caused changes in the market and one of them certainly happened with the 4Ps of the marketing mix.

The model created in the 60s was still necessary, but the new needs made room for the 4Cs, which, created by Robert Lauterborn, are a kind of evolution of the 4Ps.

Client

The original orientation of the Product P was, as the name already indicates, in the company and not in the public. I have a solution that I think is good and I look for a market for it.

Today, the ideal way is to check which unmet needs exist in the market and only then create and offer a solution , which can even be an MVP ( Minimium Viable Product ).

The focus changes 100% from the product to the customer. A company needs to sell a product or service that meets exactly what the consumer needs.

So, know your persona , your desires, fears and objections to offer an almost personalized solution.

This is the big difference between the Product P and the Customer C.

Cost

The price is no longer the only value inherent to the purchase of a product or service, it is necessary to take into account the opportunity cost.

Put on the scale everything your potential customer will have to invest to, in the end, enjoy the benefit you offer.

This includes spending on transportation to your store, parking, internet package, time involved in the purchase process, using the product or service and much more.

Communication

Communication in place of the promotion P is cooperative and not manipulative , not even persuasive .

Keeping the dialogue open with consumers and potential customers allows the creation of products and services much more in line with their real demands.

Within the concept of communication, content is an important part of the Digital Marketing mix and the best way to sell, as there is a generation of value not only for the company but also for the customer.

Instead of interrupting your audience to sell, you offer informative and entertaining content, free of charge, create connection, generate trust and produce much superior sales results with significantly lower investments.

Convenience

Convenience implies that the product must be readily available to consumers, requiring them to be offered at various distribution points.

An example of convenience is the option to purchase digital books. As soon as the payment is approved, you have immediate access to the product, without having to wait days for the order to arrive at your home or having to go to a physical bookstore to purchase the product.

Creative digital marketing ideas from big companies:

The Digital Marketing is a strategy available to all business sizes, smaller with tighter budgets to larger with a lot of money available to invest in what is necessary to increase the range.

And if you want to learn more about the subject, a Digital Marketing course may be right for you.

But in the end, everyone is vying for the audience's attention in the most creative ways possible, balancing the value proposition with the brand personality to attract and engage more and more consumers.

Next we will learn about digital marketing actions of some of the biggest companies in the world and that you can also be inspired to use in your own business.

Creativity in a complex market

The GE (General Electric) is an excellent example to show that the B2B marketing can go far beyond traditional strategies and even some creative that most of the companies that market uses

The company invests heavily in the power of content and produces web series, online magazines and podcasts .

Using the tagline “imagination at work”, GE tells stories behind the scenes, especially about new research in areas related to aviation, cancer drugs and even the climate. And the content of these reports is so good that it often goes viral on forums like Reddit .

When dealing with complex and scientific subjects with a more humane approach, GE achieves the engagement of people in an uncommon way in the B2B market.

His fictional podcast series called “Life After” , where an FBI agent has conversations with his deceased wife through advanced technology, is a great example of branded content that is hugely successful and has proven to be a excellent Digital Marketing tactic.

Interactive and personalized content

The BBC put into practice one of the best ways to engage the audience: counting on their collaboration in the production of content .

About 78% of consumers are more open to building relationships with brands that publish audience content, as does Go Pro.

With the infographic called “Your life on earth” , where you can customize your own infographic by entering your data such as date of birth, sex and height.

With this information, curious facts about how and how much the world has changed in its lifetime, showing various statistics and insights.

Influencers and Digital Marketing

The Get Response platform invests heavily in Content Marketing, whether through posts published daily on its blog, strategic banners placed in the right places and various premium materials such as ebooks to capture more subscribers to the email list .

But they went further and managed to use influencers from their niche market to evaluate and record testimonials about their product, putting it all on their website.

Case studies and testimonials from satisfied customers work much better than excellent copywriting techniques . If these people are influential, true authorities then, even better.

To achieve the same result, you do not necessarily need to hire the largest YouTubers in Brazil, not least because your audience may not even identify with these people.

Instead, show your product or service and offer it for free to key people in your market and who have some authority, even if your audience is not huge.

The internet of things and the impact on Digital Marketing

The internet of things is the term used to define the connection of electronic devices of daily use (not just computers and cell phones) to the internet.

In this case we are talking about TVs, cars, coffee makers, bathtubs, refrigerators, lamps and any other device that does not need internet to fulfill its function, but that in the very near future will also be connected, opening up new possibilities for Digital Marketing strategies.

This video from IBM explains in a simple and visual way the concept of internet of things:

These devices can transmit and collect information via Bluetooth, beacons and store them in the cloud. Consumption habits and consumer behavior registered and available for use by those who work with Digital Marketing.

Digital Marketing 100% based on data is the future of marketing.

Imagine a chocolate and snack machine, similar to the ones found on the subway, that can communicate over the internet with suppliers, warning when the product stock is low or showing which of these products are most consumed and at what times?

Experts in the area say that by 2020 we will have around 13 billion devices connected to the internet , not only facilitating the user experience but also the companies.

The Digital Marketing of the future will not only promote solutions focused on demographic and psychographic data of the target audience, but will offer personalized products for each consumer.

This may seem like a distant future, but some companies are already starting to put the internet of things into practice and thus leveraging their digital marketing strategies.

Products as media

Imagine products that can be used to sell themselves . Confused?

Products connected to the internet can not only be marketing tools, but also sales tools.

If you go to wash your clothes and notice that your washing powder is over, I guarantee that the idea of going to the supermarket to buy the product will not be something that will make you happy there.

However, imagine if you realized this, you could just press a button on your machine and, automatically, she would order the replacement soap for a website specialized in selling this type of product.

Too much technology? Because Amazon in partnership with detergent brand Tide is already doing just that.

The so-called Dash Button from Amazon, buttons that connect via the wi-fi network with the Amazon application and can be pressed whenever your stock of a certain product is running out, already exists.

For the soap manufacturer, this is quite an advantage, as the brand does not compete for consumer attention in the supermarket, functioning almost as a loyalty program.

And for the consumer there is nothing more convenient and practical than buying soap at the push of a button.

Products as a service

The internet of things also brings new possibilities of features in products that until then would have been impossible to imagine, and that today can be used as a differential at the time of sale.

The Tesla Motors produces electric cars of high technology, consumer dream of many people.

In addition, they are going further and bringing services to their cars. Tesla updates the car software remotely to improve product performance without any inconvenience to the consumer.

Just like your cell phone and computer already do with your operating system, but on devices where this technology is not yet commonplace.

Connected products

The Uber and Spotify made a partnership to connect their service s.

With that, the user can link his Spotify account to his Uber account and thereby play his music selection in the car's speaker, while using the Uber service.

In this case, the internet of things allows not only the connection between one application and another, but also the connection to the car, improving the user experience and making it (a) remain within an application ecosystem, increasing its loyalty.

As much as it sounds like science fiction or something close to the Jetson's design, all of this is already happening. And there are many more innovations to come.

Even if you think you already know what Digital Marketing is , you will find that you need to keep up to date frequently if you want to stay relevant in your market.

#digital marketing #ecommerce #Business #social media

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