In 2018, companies will invest 40.2% of their advertising budget on the web worldwide. This data confirms the growth and increasingly important role of digital in marketing strategies. In 2017, online advertising grew by 13.7%, reaching an estimated value of 204 billion dollars. But larger budgets do not always correspond to better results. There are many tools and the temptation to get caught up in trends can be strong. Regardless of the business strategy or the results that a certain action entails.
Digital today offers a multitude of tools that can be very difficult to choose from. To navigate the many tools available you must define the role it has within your strategy. And then measure its impact.
Here are the key questions to ask yourself
– What is the main strategic goal of your site?
– If you had to choose a single metric to understand the performance of your business, which one would you choose?
– What metrics will tell you how you are performing on your top 3 business priorities?
– Distinguish “Nice to know” from “Have to Know” factors.
– Identify the main threat to your business. Are you already facing it? Is it coming?
– Imagine you have a budget of €100 for digital activities, how do you distribute them? In which activity would you invest more?
Blog_36
If you don’t measure, you don’t control
Today, data is more important than ever , and more accessible than ever. However, we often focus on useless metrics that make the data analysis process tiring and irrelevant. Also because what matters is not the data itself but our ability to read and interpret it, in view of our objective.
If you answered the right questions you will get your 2 or 3 kpis. “Few but good”. Remember that the way to make the most of data is “focus on the critical few, not the insignificant many.”
At this point, all you have to do is choose the tool with which to monitor them. And some are free. One of the most well-known and powerful is Google Analytics . The secret is to set it up in the right way so that it tracks exactly, and specifically, only the data you need. Today, many companies still have not set up tracking tools consistently with their strategy. And this prevents them from checking if what they are doing brings results.
Put the user at the center
The great challenge of Digital Marketing is the cultural change it imposes on marketers. Today the fulcrum of the marketing plan is the person, no longer the brand . Knowing how to intercept their needs, at the top of the funnel is the real challenge. In this way, you will be able to provide valuable content at every stage of the buyer journey, build a relationship, contribute to building the value of your brand. Here’s what to ask yourself about people.
Who are your Buyer Personas
? Analyze the database and identify relevant clusters by numbers or profitability (segmentation) and analyze who they are. Meet them. Know them. Interview them. Then transform this knowledge into your “model”. Our mantra is “Stay Human. At Scale”
-For each of them ask yourself: what is their Buyer
Journey? who and what influences them? what are the evaluation criteria? Among them there will be those who buy offline after having done online research, those who do everything online or vice versa everything offline. It is important to know and understand them so as to activate the most relevant touchpoints and storytelling for each one.
Caused concern over the health risks of bolivia phone number library operators speaking with multiple people. As telephone systems expanded across cities and countries, so too did the complexity of phone numbers. The introduction of area codes in the mid-20th century allowed phone numbers to
– What do they search for and how do
they search? This is the crux of the matter in order to intercept and bring truly useful solutions. Today, everyone searches mostly via Google, and therefore the importance of positioning is indisputable. But they also increasingly browse from smartphones. And in fact, Google has begun to index content starting from the mobile versions of sites.
And here SEO helps us . Here too
the web helps us with useful tools, and библиотека данных телефонных номеров sometimes free ones like answerthepublic.com . It intuitively shows what meaning/area people associate the keywords with. Other more robust tools like SEMrush or Moz allow you to develop an even better SEO logic. Remember that you can create beautiful and interesting content, but if it is not available it becomes totally useless, it practically does not exist.
buyer persona
3 – Social Media
There are currently more than 3 billion active users on social media worldwide, and 9 out of 10 of them access it via mobile device. We dedicate about 2 hours to social media every day. It is not necessary to say anything else to understand the role they have in our lives, especially those of Zuckerberg. The most used app in Italy is WhatsApp, followed by Facebook, in third place is Messenger and then we find Instagram.
Despite the dominant role
of Mr. Facebook, there is a world out bi lists there. And we must be aware that the user navigates from social to social in a fluid way. We cannot create strategies designed specifically for each channel, but rather for the user, inserting ourselves in the most suitable social networks for each of them. In this approach, what matters is the overall vision, the ability to evaluate our content with the eyes of the people and, therefore, the ability to tell our stories, regardless of the medium we use, building a transmedia storytelling .
Starting from people, it will be much easier for you to identify the channels and platforms to use. And the result you expect from each one.
If we cannot ignore Facebook, which has 34 million active users in Italy, we cannot forget about other platforms either. For example, if you work in tourism, opening a premium page on Tripadvisor (the 9th most popular app in Italy) is definitely for you; if you sell clothing for teenagers, an affiliation program on 21 buttons could be an opportunity; and so on, if you have an interior design studio you must be on Houzz and if you do creative work, you cannot forget about Pinterest .
4 – CRM
CRM (Customer Relationship Management) is your customer database and probably your most valuable information asset. This is where you can find relevant information about your customer base to help you evaluate your investments:
Who is your typical customer ? Which cluster is more profitable? And which is more potential (because perhaps not well penetrated)
In which geographical area do you sell the most?
Does repeat purchase affect profitability? Are there upselling opportunities?
What are the difficulties that a customer encounters with your company?
What are the opinions on your product and processes?
There are numerous CRM tools on the market, but the number 1 in the world is definitely Salesforce , which helps improve the efficiency of the company also through Marketing Automation.
Therefore, there is no single model that can be applied to all companies. Each company must build its own digital marketing strategy based on its needs, its objectives and taking into account the specific risks that may arise from daily challenges.
