The digital transformation has reached the companies’ marketing departments, including EC. In this article, we share the recipe for how to succeed – and what to avoid in order to fail with digital marketing.
Digital marketing is a must for the modern and customer-oriented business. In addition to reducing the cost of initial sales work, it will allow your business to meet the customers where they are located. Thus: the platforms where the customer prefers to gather their information. In addition, you can follow the customer’s journey towards a purchase decision and support this journey with the right information at the right time and place.
The road to digital marketing does not have to be complicated. It is about setting goals and developing a good plan. When the goal is defined with the right KPIs and the plan is developed, it is about choosing the digital tools that support the process in the best, cheapest, and simplest way.
The journey towards digital marketing
Choose to move from a costly and traditional event-based marketing strategy to digital marketing, based on an idea of producing up-to-date and relevant content for our specific and widely targeted audiences on a number of sites.
Users’ activities are tracked to ensure the relevance of the content and the journey they make on the individual platforms.
In this way, you can compile a menu of different channels and tools that support your content strategy and not least follow the customer’s journey towards the purchase decision.
Build a solid foundation
Although you can get started quickly, it is important to build a strong and stable foundation from the beginning. You have to be careful about choosing the social media you want to use and spend the necessary time building your own websites to support the strategy. In this context, it is also crucial to define the roles and responsibilities of the people involved so that everyone knows what they are expected to contribute.
First things first
Another interesting point is the digital marketing strategy. This driving force to constantly create new pressures not only the organization but also the customers, as there are limits to how much you can produce and consume in a short time. This is linked to the third important experience: Digital marketing lives its own life.
Digital marketing has a longer lifespan
The need for new content is less than you may think. Campaigns ha e a longer lifespan than traditional and more analog marketing. Even after an online event, participants or brand new customers visit our sites to take part in webinars. Relevant content is redistributed on readers’ own platforms as they have time to read the texts or watch the videos at their own pace.
Reuse and reactivation are meaningful
Know that it is okay to reuse good content and good campaigns. Although the online impact is strong, it is difficult to meet relevant recipients for the first time.
The relationship between the sender and receiver is extremely asynchronous in both time and space. The first time the campaign appears in the intended recipient’s flow, they may be on vacation or busy, while the reactivated campaign will have the right time and place – right in the middle of the customer’s buying process. Fortunately, reusing and re-activating campaigns in a digital world is also much cheaper than recurring physical events or physical campaigns. The cost of pressing “send” is minimal the second time compared to the first time.
The transition from traditional to digital marketing has also been challenging for employees and has placed high demands on management. Old routines would be discontinued and there was a need for new skills. An important experience is that management must back up the employees so that they have the opportunity to handle their new roles and tasks. It is best to focus on educating employees who want to be part of the journey.
Last but not least, it is worth remembering that the channels and methods you choose should align with the heart and soul of the business. Focus on dialogue, knowledge sharing, and industry knowledge, it will not pay off with flashy and unethical solutions.