Digital and Automated Marketing. Could it be the solution to face the new marketing reality?
New tools and support elements favour intensive increase in digital marketing possibilities as compared to traditional methods, particularly in relation to the definition of objectives and the importance of their role in the company.
Recently, marketing has become an essential tool for generating business opportunities and has developed into a discipline with measurable results and personalized approaches as well as interactive, personalized strategies. New tools and support elements favour intensive increase in digital marketing possibilities as compared to the traditional methods, particularly in relation to the definition of objectives and the importance of their role in the company.
This development comes up as an answer to various needs from organizations.
Firstly, companies are demanding more and more to optimize the impact on their target market, to reduce time spent on pre-sales and to decrease the acquisition cost of new customers. Secondly, the appearance of new communication channels (mostly online channels) and changes in purchasing processes of potential costumers demanding quick adaptation to marketing strategies.
In addition companies have a need to track customers allowing the evaluation of the impact and the real profitability of all their marketing actions.
So, as a result of market development new approaches are born in companies when managing their operative marketing. Currently organizations have to adapt to new circumstances and especially to the new means of communication: Internet and the website. Both are key factors in this new reality, becoming the main channels of communication with customers and also excellent “informants” about our real and potential market.
Our website should be the main showcase for our company and the very best sales tool we have, available 24 hours a day. So we must plan and correctly execute our online strategy; our website has to be modulated to take advantage of all the technology and commercial possibilities. It must be made into a two-way tool, generating leads, backed up by targeted marketing to collect and collate information about our potential customers, able to segment and to assess their profile and needs in accordance with our ideal costumer profile and their behavior towards us. We have to find out both how interesting this particular person is to us and how interested he is in us. It is therefore necessary to implement strategic mechanisms and automating protocols as part of our operative marketing and technology tools to provide measurements and statistical analysis. We are able to act in a more personalized and efficient manner thanks to a better knowledge of our target audience with messages and value content, building loyalty in costumers and increasing the number of potentials.
We can begin to formulate an online strategy and implement marketing automation after we have:
- The correct identification of all the people involved in the purchasing decision process within our target companies.
- The definition, planning and production of value content for identified profiles.
- The description and execution of all the marketing activities that will attract traffic to our website (online marketing, social networks, SEE, SEEM, advertising, etc.).
- The definition and implementation of a care strategy for these contacts or lead management: trying to establish how we are going to interact with them throughout their life cycle, looking after the relationship until they become costumers.
- Knowing the automation tools we must implement in order to make a scalable and gradual process.
We have to initiate measurement mechanisms to ensure an efficient and profitability marketing. For further information please visit marketing automation presentation given at OMExpo: www.automatizaciondelmarketing.com