Digital/e-marketing/web marketing/digital marketing/electronic marketing represents all the strategies adopted via a digital tool (computer, smartphone) to reach its target or make a sale. In other words, it’s marketing through the internet.
Digital marketing has taken on the outreach of the Internet and has exploded with social networks. Initially, it was traditionally a saturation of advertising to attract as many prospects as possible that proved ineffective over time (for lack of personalized advertising message) to give way to marketing inbound or content marketing that involves creating impactful content that attracts visitors to websites (online businesses) through targeting to convert them into a prospect and then a customer. The latter is rather effective in terms of results and is appreciated by all in these terms that it allows:
- Direct interactions with customers.
- To have a target and reach it quickly.
- Loyalty ensured by customer satisfaction and ongoing follow-up.
- Easy contacts and leads.
- Unlimited customer availability.
- Generates trust, branding and reliability.
- Expands its market domesticly and internationally quickly.
- It is less expensive compared to a physical shop or a traditional advertising campaign.
- Makes it easier for salespeople to do so with a database of potential customers.
Let’s see how we can better understand these benefits in depth.
1- HAVE A TARGET AND REACH IT
Indeed, unlike traditional marketing that merely makes mass advertising, digital marketing allows to have a target that will be called buyer persona or the avatar that allows to focus its energy on the person likely to make a purchase that is more profitable.
Targeting from social media ads and ADWORDS (Google ads) keyword-based ads may be used to get the first position on search results or display ads (advertisements on sites that offer ad space).
2- DIRECT INTERACTIONS WITH CUSTOMERS
Direct interactions with customers come from internal messaging or comments on a business page on social networks. They provide a better understanding of clients’ concerns and respond to them based on their needs.
This is the peculiarity of social networks that make it a real sales tool.
A real contact between the company and its customers is created with the possibility of answering questions. A sense of confidence and reliability is born in the prospect who finds direct satisfaction with his problems.
Note: Websites already offer live chat for customer tracking.
3- LOYALTY ENSURED BY CUSTOMER SATISFACTION AND ONGOING FOLLOW-UP
Customer loyalty is the fact that a customer subscribes to your products or services. This loyalty is triggered when the customer is satisfied during his consumption.
However, customer satisfaction is not limited to consumption. It starts from the service in all customer contact points until the customization of the offer before ending at consumption. It is therefore a staggered satisfaction that integrates the buying process.
This will be online customer satisfaction, which allows the offer to be personalised through easy communication (message box, interactivity).
4- EASY CONTACTS AND PROSPECTS
Easy contacts or prospects in digital marketing are possible simply because you just need to target your audience on Google ADWORDS or on social networks and quietly wait for potential customers to start reacting by click ingoning on the link or on the publication.
Unlike traditional on-the-job practice, the results of which do not correspond to the budget or energy expended, digital marketing is a facilitator.
Sitting on your desk or from your room, you simply target your persona buyer (people who may need your offer) and you’re just waiting for the first reactions that will allow you to redirect to the prospect through social networks or Google Analytics results (a Google tool that translates traffic results on a website based on pre-configured business objectives).
5- UNLIMITED CUSTOMER AVAILABILITY
This setting is possible thanks to the concept of digital marketing that does not require any particular place to receive its customers or to hire a customer.
All you need is your portable digital tool and a data connection to work full-time and on the go in a car, a supermarket…
Because the conversation is virtual, there is no place to work.
6- GENERE TRUST, BRANDING AND RELIABILITY
The uniqueness of digital marketing is above all the notoriety and brand image it brings to companies.
Indeed, many of the private equity (S.A) companies that already have market influence still feel the need to move into digital; this to maintain the image they have of their customers and further increase trust by content that lives up to their services.
Quality content remains the main element of visitor reliability and conversion.
7– EXPANDS ITS MARCH ON THE NATIONAL AND INTERNATIONAL SCALE QUICKLY
Like traditional marketing, digital marketing is internationalizing but in a different way. Traditionally, it is essential to communicate on a local media outlet of the exporting country before hoping for sales or having a representative in the export country or even to travel to make promotions.
With digital, everything changes:
- All you need is a website and/or an online shop that offers services or products that may be accepted by the market in the target country.
- An international online payment system in this case PayPal for remote invoice payments.
- Make sure you have a section to your site written in the native language of the export country.
- Do a market study using Google’s keyword research tools beforehand.
The internationalization process is then facilitated because you will not move and less expensive.
8- LESS EXPENSIVE THAN A REAL SHOP OR TRADITIONAL CAMPAIGN
The website represents the company in digital. It therefore has all the necessary elements that a company requires to function well. That said: if you are in service delivery or if you are an intermediary, you can do without the local unless you do raw e-commerce that requires a stock of goods as such.
If you want to compare the price of a paid plan for a site monthly or annually with that of a space to rent for a business, you will only be surprised by the insignificant price of a website. Moreover, the advertising budget in digital marketing represents only one cent of a traditional advertising campaign (televisions, radios, billboards…).
9- MAKES IT EASIER FOR SALESPEOPLE TO DO BUSINESS BY DATABASEING POTENTIAL CUSTOMERS
The role of salespeople in a business is to bring the prospect to purchase. Before the advent of digital, the salesman went in field prospecting in search of potential customers to have contacts that they could relaunch in return in the case of business to consumer and offers of services to companies in exchange for a discharge that they could follow via contact on the landfill in the case of business to business.
The rise of digital technology has changed the game of the business: each social network is adapted to a specific type of business.
It’s about searching for leads online through a website (online business) for people looking for a company like yours on search engines (blog) and to go into the appropriate social networks to bring the target back to the website so that they can convert it into a prospect to the means of CTA (Call To Action): it’s inbound marketing.
The salesperson is then lightened in his task because he draws his prospects directly from the level of conversion results that will allow him to have the email address and/or telephone contact that will help the conversion of the prospect into a customer.
In the end, it could be said that the evolution of ICT (Information and Communication Technology) has only improved marketing by promoting a target (buyer persona), limiting the budget of advertising campaigns, facilitating (less energy) quest for customers to ensure a good return on investment.
In short, the inbound marketing (digital marketing that drives the prospect to take an interest in a company/product/service by quality content that corresponds to his expectations) ensures the brand image, notoriety and generates the prospects that are needed to realize the turnover why Marketing Pro registers to ensure the necessary techniques that allow to increase traffic on your site and turn visitors into prospect, then customer and finally a loyal customer.
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