Hello friend I bring this post for those entrepreneurs who are starting their business and want their business to be in the world of online marketing. Therefore, I will introduce you to some concepts that are relevant to our incursion into online advertising.
What is Digital Marketing?
The concept of Digital Marketing emerged in the mid-nineties, with the emergence of the first electronic stores (amazon, dell, others).
Marketing is the art of persuasion. It is also the science that combines the emotional management of social needs and the creation of economic value in a sustained way.
Ana García Oliveros
Digital marketing is the application of marketing strategies carried out in digital media. All the techniques of the off-line world are imitated and translated into a new world, the online world.
Digital marketing has been the game and aspirations of the brand combined with customer expectations.
It is important to note that digital marketing is a complement to traditional marketing and not a substitute for traditional marketing.
Types of Marketing
1.-Relationship Marketing:
It is a way of creating a close and lasting relationship with the customer, which allows us to build customer loyalty and maximize customer profitability over time. Ideally, you should create a customer database that includes email, cell phone, birthday and other important data to learn more about the customer.
The idea is to humanize the business because not only must we see the numbers, behind those numbers are the people. That is why the technique of Email Marketing is important.
Email Marketing is the massive sending of emails to a certain group of contacts through their email inbox, in order to promote a message. Doing this type of email marketing campaign is a means of online communication and direct marketing. In the Email Marketing technique there are two ways: newsletters and mails.
a.-Newsletters: Sending newsletters by email is the best way to maintain a stable long-term relationship with current contacts and potential customers, these people are interested in the brand or your product because they have previously subscribed to receive information by mail.
b.-Mailing: is a mostly advertising format, which is mostly used to promote a brand's products and services. This information is sent to massive databases not owned by the brand.
2.-Customer Service Marketing:
It consists of applying a series of strategies for dealing with the client, that is to say, knowing how to treat the client, how you are going to identify them at the beginning (partner, client, user, friend), what your policies are, knowing with which words you are going to fire them.
You must have greetings, a pseudonym and a goodbye, clearly identified and in clear contact with the client.
3.-Loyalty Marketing:
These are the strategies that are applied in the company with the aim of focusing on the growth and retention of existing customers, through incentives and promotions. It's not about selling, it's about going beyond selling. Keep this in mind at all times, giving you details regarding your personal life where you humanize the brand. This will create loyal customers for our company and the brand.
4.-Promotion Marketing:
It consists of a series of techniques and actions to convey information between the seller and potential buyers in order to influence their attitudes and behaviour. The main purpose of the promotion is to offer the customer a reward for the purchase or acquisition of a product or service in the short term, which generates an increase in sales.
One should not be yoista in the market, there should be intelligent promotion, contests for customers. There are algorithm changes where comments are more important than instagram's like. The polls have excellent results on twitter. In other words, the participation of the client is the main thing because our business depends on them.
5.-Content Marketing:
It's everything we publish unsold, give, offer to our customers. You give value to your content for nothing, such as when you promote a tutorial to bake a cake. Usually people don't, but if they take the contact information from you.
No plan, no paradise:
It's not about the quantity of content, it's about the quality of the content.
It's not about how much time is invested in designing, but in analyzing the actions we will take.
._of content.
._To whom the content is directed.
._With what purpose do we generate this content.
._What are the results we expect.
Who hasn't heard the phrase "content is king" many times, this is perhaps one of the recurring phrases of marketing and although it is very commonplace it is absolutely true.
Content Marketing: is one of the essential elements to take into account in any communication strategy, which consists of creating a content that attracts the attention of the different segments of the public that you want to captivate through a website or social networks and convert them into customers. Content Marketing is a technique that is part of Inbound Marketing, the techniques to attract potential customers to our messages, instead of us going looking for them using techniques such as advertising.
Inbound Marketing is a strategy based on attracting potential customers to our messages with quality content, adding value at each stage of the buyer's journey. Your customers must find you through social networks, blogs, websites. By this we mean, for example, that it is not enough for the customer to enter the page and see, but that we captivate the customer, where he enters the web page, observes, buys and then shares because he likes what he bought.
6.-Impulse Marketing:
It is when we invest in the publication of our branded promotional content via inorganic means. There are several options to increase our reach on social networks, which are very effective: like Facebook, Instagram, Twitter, and LinkedIn. If you are a brand you should not have a personal profile on facebook, but a fan page. Maybe you ask why not? because when you least expect it facebook can remove all the profiles that are used for commercial purposes or to promote brands, and so you can lose your followers and all the time invested.
We've heard a little about the types of digital marketing, but for it to work there has to be a product, now let's talk about it.
What Is A Product?
A product in marketing is an object that is offered in a market for the purpose of satisfying the needs or desires of the consumer. In this sense, the product surpasses its own physical condition and incorporates what the consumer can intuit from the purchase (symbolic, psychological and other characteristics). The non-material product, on the other hand, is called a service. For example: a computer and a modem are products; an Internet connection is a service.
In short, a product is a set of tangible and intangible characteristics and attributes (shape, size, colour) (brand, company image, service...).
What Is A Brand?
According to the American Marketing Association (AMA)
"Every brand is a company, not every company is a brand"
A trademark is the set of attributes, tangible and intangible, a distinctive sign that identifies a product or service and makes it unique in the market. The main function of a brand is to differentiate itself and make it unique in front of its competitors. The brand is what gives identity and meaning to a specific product or service.
Brands go beyond the level of supplanting a name in the market. For example: people do not say detergent but "please give me a ace" and it turns out that the detergent is XXX brand. The brand ace became so popular that people replaced the word detergent with ace.
Brand Positioning:
It is the place that the brand occupies among its consumers or clients, with respect to the rest of its competitors. This position gives the company its own image in the mind of the consumer, which will set it apart from the rest of its competitors. This self-image is built by actively communicating distinctive attributes, benefits or values to our target audience, previously selected on the basis of business strategy. The power is held by the brand that reaches your social networks.
Network Competition Takes Advantage of Market Conditions
The differentiating elements pope McDonald and Burger King his meat. At one time in Venezuela, McDonald did not bring his differentiating element, which was the potatoes, but he promoted the substitution of the fried yucca. At this juncture, Burger King took advantage of the situation and was doing his normal advertising, adding that "Here we do have your fries.
This competition exists between the big market leaders, but if you are neither the first nor the third in the market you should not act against the leaders, but you should launder the market by looking for a small sector of the market. In other words, in an area of the market where these brands are not positioned.
Guerrilla Networks: To place oneself in the areas where the market is not directed, that is to say, where there is no such thing as a big market leader without hunting down a fight with the first leader so that he or she does not attack it.
False Competition: The main brand creates a non-existent competition to reach this small sector that is not enough. Example: The brand plumrose created the fiesta brand to cover the lower-income sector.
Induced Crisis: The company itself creates its own crisis in order to introduce a new product and capture a new sector of the community. An obvious example when McDonald wanted to introduce salads to the market.
Branding:
We can call branding as the process of creating a brand, which does not consist of putting a name and a logo, but creating enthusiasm through expectations and ending them with relevant brand experiences that at least satisfy those promises by creating close links with the brand, companies must obtain positive opinions and this is achieved through positive actions.
Did you know that:
The McDonald Logo is two folded potatoes resembling a woman's breast.
The Pepsi logo represents the Yin and the Yan, that is, the good and the bad, the red is the color that identifies the Coca Cola competition brand.
The brand, the logo must have a meaning.
Branding is all I'm going to do to captivate my clients.
Coca Cola talks about tradition, about family.
Pepsi promotes to young audiences.
Branding must be clear, it must be known what to say and why to say it. Everything must be connected and oriented towards awakening the positive emotions of customers. Products or services need to include an emotional dimension.
We don't sell computers, we sell a window into the world.
We don't sell ice cream, we sell a moment of freshness.
Engagement:
It is the capacity of a product, a brand, to establish solid and lasting relationships with its customers, creating that commitment that is established between the brand and the consumers. The more we know about the user, the better tactics we can implement to strengthen that relationship.
Engagement is the level of engagement it has based on the volume of your community. In other words, it is the brand's ability to build strong and lasting relationships with customers.
*How do you establish this stable, long-lasting and close relationship with your customers? * The main thing is to provide a differential value, interacting with the same customer, giving them special treatment. We must establish a conversation with him where we are the listeners and not the speakers, observe them, that will allow us to know them better. Create that connection where the customer feels that he is more important to us than the sales themselves. We must make the customer interact and want to repeat the experience with our product because of the emotional bond he felt thanks to our good treatment.
In short, engagement is what we all aspire to; that the customer wants our product and remains loyal to us.
Types of clients according to their generation, interests and desires.
For the development of Digital Marketing it is essential to know the target audience, which is classified in 4 Generations:
Baby Boomers:
They are those people born from 1946 to 1964 were classified with that name because it was the era of the baby boom, due to the number of children who were born in that period, workaholics even if it was not their passion, they are the parents of the Millennials, they make adaptive efforts to the impetuosity of the next generation.
Generation X :
They are those people born 1965 to 1979 also called Lost Generation and even Generation Peter Pan. They are the driving forces behind technology, because they were born just as it is the moment when it begins to make inroads into technology and when it stops talking about electrical and analogical devices to talk about electronic devices. This generation, although they like the Internet, social networks and e-commerce, still some of them don't adapt because they enjoy meeting people outdoors, sharing, walking, dancing, instead of being locked up with a computer. Many of them are the Millennials' parents.
Millennials Generation Y:
They are those people born between 1980 and 2000 They are digital natives They don't leave their lives at work, they love to travel, to know the world and to upload photos on social networks. They represent the new global workforce, are independent, enterprising, like to have their own business or want to have it and the fact of being permanently connected to social networks, the Internet and mobile devices gives them the opportunity to make new working and professional relationships between their circles.
Post Millennials o Centennials Generación Z:
Born after 2000 They are less numerous than the Millennials because their parents only decided to have between 1 and 2 children. They are children of modern technology, none of this impresses them, rather they develop innovative systems, they are more pragmatic and less idealistic. These are the real digital customers.
Knowing this classification will allow us to distinguish the characteristics of our audience, how we can talk to them, how to target our advertising and which social networks we should target in order to interact with them.
Each one of these points and concepts are topics that we will develop in other posts, in order to acquire more knowledge about the wide scope of Digital Marketing.
I hope you have found the information provided in this post very helpful.
