If there is something that characterizes Digital marketing It is the ability to reach the consumer directly, to speak to them almost “one to one” as if they were we knew personally each one of them. Closeness, that is the main quality and also its greatest advantage.
The pandemic has increased internet use considerably. Online shopping has increased more than in previous years and as much as it was expected to grow in about five years. The use of social networks has also increased to the point of becoming more than mere brand showcases. They are points of sale and the perfect channel to connect with our customers, know what they need, help them in their purchasing processes and even anticipate your needs.
And that is precisely where Digital Marketing trends are going today, to improve the consumer shopping experience. It's no longer enough to just sell. What our clients demand is much more. They want us to accompany them, to be there for them and to provide extra content as a brand that helps them in their daily lives.
Content Marketing
Content is the key to our Digital Marketing strategy. Providing value to the user who consumes our brand is essential to create that brand-consumer connection which is and will continue to be key in all marketing strategy with chances of success. As we have been saying, it is not just about selling, we have to connect with our audience and be part of their lives. Our brand has to provide value to the consumer and one way to achieve this is with quality content that interests our clients, that they like and that is interesting for their lives. And for this, the segmentation of our campaigns through a Comprehensive and effective data analysis.
Segmenting well is an important part of the success of our strategy
We could say that the Mass Marketing has died. When developing Digital Marketing strategies for 2021, it is no longer enough to segment our target audience demographically (social level, age, educational level, etc.). Now segmentation goes much further. Now we want to know who the person we are going to address is; What tastes do you have, what worries you, what are you looking for. Knowing what it is like and what you expect from our brand are the parameters that They will help us profile our “buyer persona” and that they will provide us with the data we need to communicate with him effectively.
New technologies such as Artificial Intelligence and Big Data They provide us with the necessary tools to carefully collect and analyze all this data. And the digital platforms on which we will implement our campaigns offer us the possibility of making our segmentation as detailed and exhaustive as we want.
The channels to reach our target audience
Obviously social networks are and will continue to be the main channel to reach our audience and that has not changed, although now there are more actors on the board. New platforms constantly emerge and being up to date with all of them, their operation and the type of audience they bring together is essential for the success of our marketing strategy.
Multimedia content such as videos or podcast They are growing in popularity and their consumption is increasing day by day. Get to know them and assess their interest For our audience it is vital. But there is something that we must always take into account when considering our marketing strategy; the fact that there are all these platforms and ways to get our message to our audience It does not mean that we necessarily have to use them all..
As we have repeated throughout this post, it is essential to know our client and know what they like and what type of content they consume. Once again, knowing who they are and what their tastes and concerns are will be vital for our Digital Marketing strategy to have the success we seek.
This post has been prepared by Carlos Moreno-Figueroa, Secretary General of FECE (Spanish Federation of Appliance Traders) and teacher at the EIP International Business School.
