The purpose of this article is to help the reader understand the Digital marketing, so as to enable it to formulate its policies in an orderly and effective manner.
Also check out: Digital Marketing - First the oxen, then the cart
Digital Marketing is any Marketing policy elaborated and applied to the Internet. If you make a paid advertisement on Google Ads, you are doing Digital Marketing. If you build a commercial website or a virtual store, you are doing Digital Marketing.
Although the Digital Marketing is present in all stages of the Marketing plan, companies focus their strategies on Promotional Marketing, which is the set of efforts to:
- publicize your company, your brand and your products;
- communicate your positioning;
- convince the consumer that their value proposition is the best;
- to make sales.
Digital Marketing x Promotion x Positioning
What is the relationship between Digital marketing, Promotion and Positioning?
To promote (communicate) a product, it is necessary that you have someone to communicate with, who is your target audience. The target audience of a company is a group of people, usually quite heterogeneous, but who has some geographical, psychographic and consumer characteristics in common. Such characteristics include buying behaviors, needs, moral values, and psychosocial factors. From the identification of these characteristics in common, it is possible to positioning.
It is correct to say that positioning is the basis of communication. If communication and promotion are the same, all promotional work must be position-oriented. Only then communication will have great possibilities to reach the heart of the target audience of the company.
As Digital Marketing is framed in the promotional compound, it is elementary that the positioning guides all the policies of the company on the Internet.
Visual Identity x Persona x Tone and Style of Mark
There are three elements that need to be defined before thinking about Digital Marketing, because they will guide all communication.
A visual identity is essential for your brand to be recognized. It helps differentiate your brand in the mind of the consumer. If you have a clear position and know what you want to communicate, you just have to give the designer a visual identity.
It is worth noting that the designer is not someone who creates logos. It is, on the contrary, a professional who is able to understand the company's strategy and transfer it to its visual communication. Besides the logo, this professional can help in the development of products, packaging and even in the elaboration of the site.
Every brand has tone and style. The tone is the way she talks to people, so it will be directly related to the style. If the style is young and funky, the tone of communication, whether in the pictures or in the written communication, must be young and detached. If the brand has bold style, communication should be thrown.
A person is the third element. You have defined an audience for your product. In the moment of communicating with him, it is necessary to be clear the main characteristics that synthesize the profile of this public, taking into account what people have in common.
It is from this process that the person arises. It is a character that we created to guide who will elaborate the communication campaigns in the company. In other words, everything will be done to convince you. The persona is the synthesis of the consumer that we intend to meet with our value proposition.
Site x Virtual Store x Social Networks x E-mail Marketing
Once you define what the elements that should be present in your communication (visual identity + persona + tone and brand style) will be, you can already advance to specific Digital Marketing policies.
The first step is to structure the channels of communication with the public and what role each of them plays in the promotional strategy.
The site is the center of all Digital Marketing policy. It is the sole address of the company, where it can instrumentalize all its strategies. The site is institutional and commercial. It presents the company, its products and its positioning. It may have mechanisms for the direct purchase of products by the consumer. It can offer free services and interactions. Everything depends on the strategy developed.
A shop is actually a website, only structured as a virtual point and sale. It is used by industries, distribution companies, wholesale and retail. They are those that have physical products, inventory and a delivery structure. Orders are processed electronically.
It is important to reiterate that both the website and the virtual store must be fully integrated with the brand's visual identity, which must be present in everything that concerns the company. The same premise must be present in the other two communication channels of the company: social networks and email marketing.
Social networks are interactive channels of communication. Among the main ones, we have the Youtube is Facebook is Instagram is Twitter and Linkedin. The choice of which social networks to use will be conditioned by the profile of the business and the target audience of the company. These are the factors that will condition, also, the types of posting, the schedules and the frequency.
Email marketing is the most powerful of all channels because it is a direct communication with the individual that can be personalized. Above all, this interaction is authorized by the consumer, which allows the company to develop a relationship with it. Not to mention that it is possible to segment its base, aligning the content delivered by e-mail to the profile of each segment and the stage of purchase in which each individual is.
Digital Marketing x Purpose x Campaigns
If we were in a war, we could say that in defining our strategy and our channels of communication, we would have established our positions of combat.
Before putting them into operation, however, you need to know what the purposes of the battle are. Digital Marketing, as a promotional policy tool, serves the purposes of promoting, providing service, capturing leads and conducting sales.
Publicity is always the first step. Regardless of how you make a disclosure, that's the only way your business, your brand, and your products will become known. To publicize, therefore, is to make a presence.
The provision of services depends on the type of business. When you have a virtual store, of course it will provide a number of services, such as online purchase and delivery. The service most used today is the Content Marketing. O Content Marketing is essentially an information service, either on the products, on the service that the company provides or on topics that relate to your business. At the same time as it is a service rendering, it is a strategy to attract customers.
A medical clinic, for example, can provide an online appointment scheduling service and at the same time make a weekly e-health publication available.
Capturing leads is essential so you can have a email marketing policy. There are numerous ways to do this. Many online stores offer a discount coupon if you accept receiving the newsletter. You can make other types of campaigns, which are ideas through which you will operationalize your Digital Marketing policy. They can be outreach, sales, lead capture, research, branding, etc.
Lastly, we have the greater purpose of all this, which is sales. If this whole process is not converted into enough sales or sales, something in it will be wrong.
Campaign x Analysis x Strategic Marketing
The analysis is probably the most difficult part because there will be several indicators to be crossed so that the questions inherent to the business are answered.
Why do not we reach the number of leads planned? Did we choose strategy badly? Do we overestimate the ability of our campaign?
Why was our site traffic down? Should we have invested more in paid advertising? Do we overestimate the ability to attract consumers via Content Marketing? Is our communication incorrect? Our positioning is wrong?
These are some of the questions that will or will not be answered by the indicators. Note, however, that it is only possible to measure the capability of our overall strategy through the outcome of the campaigns. Therefore, it is so important to look at the integrity of communication in all interactions with the public. Only then will we have integrity in our analysis as well.
Closing the Digital Marketing Cycle - Back to Planning
Anyway, we have reached the end of the Digital Marketing cycle. The analysis of the results of each campaign will be transformed into strategic information, which will Strategic Marketing Planning.
This helps us to prove why we say that strategic planning is an ongoing process. It is like putting a ship into the sea and stipulating a course that must be fulfilled to the destination. However, this course and even the destination can be changed throughout the trip. When this occurs, the entire structure needs to adapt to the new route. In the case of Marketing, the one that guides this structure to adapt to the new route is the strategic planning of Marketing.
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