Digital Marketing - First the oxen, then the cart

Digital Marketing - First the oxen, then the cart
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The purpose of this article is to assist the reader in understanding the role of Digital Marketing within the organizational universe.

Let's start from the premise that every company, however small, is an organizational universe, so all the content that follows is applicable to any level of organization.

Notice the reader that in any circumstance a business is structured from a strategic planning results, from which all the premises that guide the activity of the company are established.

Strategic planning

Strategic Planning is the recognition and strategic ordering of all the variables that will condition the business.

Through Strategic Planning it will be possible to have a global view of the business and the factors capable of conditioning its viability and success. Based on these premises, it will be possible to determine goals in the short, medium and long term, as well as involve all areas of the organization in the search for something that can be clearly visualized.

Strategic Marketing Planning

Strategic Marketing Planning is only possible from a global planning. From this global planning, all areas of the company are nurtured, which together participate in its elaboration.

It will then be up to each area (HR, R&D, Finance, Marketing, Production, etc.) to structure its own planning, in order to contribute to the achievement of global objectives.

Let's work on an example?

A company is in a delicate financial situation, with a very high short-term debt and, at the same time, having to balance its expenses with the revenues. At the same time, your products need to gain competitiveness vis-à-vis competitors in order to increase your marketing share.

In the face of this situation, each area will seek solutions for the guidelines to be reached. The financial sector will seek to renegotiate and lengthen this short-term debt, in order to give financial support to the company. The production sector will adopt a policy to reduce waste of materials, energy and manpower, so as to reduce production costs by X%.

Marketing will have the mission of increasing X% of online sales and raising the brand's share of mind by Y%. Lastly, each area will have its mission within the period of one year to, fulfilled all tasks, the company achieve its global goals for the period.

This is where Strategic Marketing planning comes in, which will establish the general lines of action, based on a detailed survey of all the variables that impact the results of the area. The factors that impact marketing are, among others: competitors, consumer behavior, economic situation, suppliers, logistics, technology, finance, legal and environmental aspects.

It is clear that in not all companies all these factors will be present. It all depends on the size of the business and the branch of activity. What is important is that the reader has succeeded so far in understanding the process that moves the company strategically.

The strategic planning of Marketing portrays the situation, establishes a goal, elaborates and bases a strategy.

Tactical Marketing - The 4P's

You will find in the literature on the subject several variations of 4P's. For the theme in question, however, this tactical matrix, also known as "Marketing mix", is more than enough. The 4P's Marketing are: Product, Price, Promotion and Square.

In a superficial way, we can say that the product is what will be delivered to the consumer. The price is how much the consumer will pay for the product. The square is where the consumer will find the product. Promotion, in short, is everything the company will do to promote the product.


The "P" of Promotion is all the effort made by the company to make the product known, as well as to convince distributors, resellers and consumers to buy it.

This traditionally includes advertising, direct selling, direct marketing, merchandising, sponsorship, events, branding and other concepts. The important thing is that the purpose behind all these variables is to increase sales, revenue and profit for the company.

The entire promotional spectrum follows a logic, which is what confers integrality to the various policies. What, then, is this logic?

It responds by the name of positioning.

Positioning is the most important product of strategic marketing planning. It is built on the knowledge that the company acquires about the consumer and the competitors against the competitive attributes of the company.

O strategic positioning of the company is essentially the way it intends to be seen by the public, especially in the face of competition. Positioning is what differentiates one brand from the other in the consumer's mind.

This positioning will be the basis for the development of communication. The factors that brand are: visual identity, style and tone. These elements need to be present in all the interactions of the company with its customers, either at the point of sale, at the site, or in advertising and stationery materials.

These elements are the brand identity. To massify this identity is to give life to the positioning in the mind of the consumer. So before you think of getting your feet up in Digital Marketing, think of a placement for your brand. To reach it, recognize that you need to start from strategic marketing planning, which will only be logical if it is aligned with a global strategic planning.

Has it been clear so far?

Finally, Digital Marketing

It's time to find your place in this process. However, even to favor this enterprise, we must define What is Digital Marketing?.

It is possible to perceive many definitions disseminated by the internet. The best of all is the one that says is the set of Marketing policies undertaken on the internet.

What characterizes it is, above all, the fact that it is a channel of interaction. Second, it is defined by its peculiarities. Finally, you need to consider its advantages as a marketing tool.

The internet is a peculiar channel that offers many opportunities. It is possible to gather information of high strategic value, capable of supporting planning. It is possible to conduct research, branding, develop service and service channels, structure online sales outlets and analyze, in real time, the results of these policies.

If so, why do we submit Digital Marketing to the "P" of Promotion? The answer is that the techniques applied on the internet are essentially geared towards promotion. Let's say it was the market that defined this condition. For now, let's accept it.

In essence, most of the actions are aimed at attracting people, spreading products and transforming interactions into sales. All of this is part of the scope of Promotional Marketing.

First the oxen, then the cart

The purpose of this article is to situate Digital Marketing within the business environment and the Marketing environment itself.

The expectation is that it has become clear that a Digital Marketing policy does not come about by its own design.

Most of the entrepreneurial market has already understood the power of Digital Marketing as a leverage business tool. It is now necessary to remove the barriers between practice and success, which implies terms that dominate this tool.

When, at the end of the last century, the market realized that IT solutions were a step back, everyone wanted to take advantage of the novelty. It was assumed that information technology was essential to boost the company's competitiveness. No doubt, but it was the understanding of how these solutions fit the needs, routines, processes, goals and expectations of the company that would guarantee the success of the initiative.

It's no different with Digital Marketing. There is no one who can give up the internet if the customer is online daily, several hours a day. However, one needs to understand where and how this tool fits into the strategic perspective of the business.

Do you want to go deeper into the topic? Check it out: Digital Marketing Cycle: How does it work?

Digital Marketing is a tool available to business strategies. It is essential, however, to realize their direct relationship with promotional policies and how they fit within the strategic perspective.

Share your impressions of the theme with us in the comments area. We'd love to hear from you!

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