Digital Marketing is one of the least known and sometimes most undervalued disciplines involved in the analysis of the health of companies. Digital strategy should be at the centre of our marketing. It should be, but the truth is that the whirlwind of new developments that have been incorporated in recent years has overwhelmed us and is preventing this.
The supposed advantages of all disciplines, such as Social Media, Permission Marketing (e-mail marketing), Search Engine Marketing, Mobile Marketing, etc., have caused a rampant disorientation of many professionals with important positions in business organizations. This digital disorientation exceeds all areas, including marketing itself. An example of this is the study of digital skills in the health sector in Catalonia. In this study, organized by the UOC , it is stated that doctors fail in the field of digitalization.
The environment has changed dramatically
Marketing criteria that were once valid are now being questioned vp communication officer email list because the economic and social environment has changed and the results achieved are often not as expected. The fact is that there is still no solid base of knowledge and experience that would allow for the establishment of standardized strategies.
But another major handicap that prevents many companies from overcoming the crisis is the training of company leaders. Recently, a survey was published which found that Generation Y (born after 1982) claimed to have extensive knowledge of the digital world and that they used technology regularly. This generation still does not occupy a prominent place in the management body of companies.
The baby boom generation still rules
Those who actually hold executive positions today are part of the Baby Boom generation (in Spain, born between 1955-1970), who for the most part have not yet jumped on the digital train with a proven foundation of solvency. A generation that should face the challenge of overcoming the difficulties of being digital immigrants and not be carried away by false prophets or sterile fashions, which can cause unnecessary expenses and efforts.
For all these reasons, it is important to have an open mind to take on new knowledge and incorporate new concepts of digital marketing without prejudice, avoiding forming a distorted reality of the brand image in question.
The new keys to digital strategy
Digital strategy should be a fundamental part of any brand's general marketing, since, although the four main axes on which every strategy is based (product, place or distribution, price and advertising) remain in force, the very essence of the Internet has generated four new axes of strategic analysis: Personalization, Participation, Parity between brand and consumer, and finally, Predictions . Understanding that there are now eight P's, and assuming the depth of the change that this entails, are key factors for the future of many companies.
Personalization
Can the product or service be personalised? It may be easier than it seems, and the customer will appreciate the effort. At the mass market level, Nutella cocoa spread or Renova napkins are products that can already be personalised. And if we talk about personalising the price, can you adapt your offer to each customer? If the business is based on a B2B relationship, you certainly already do this, but if it is aimed at the final consumer, there are many e-commerce sites that already apply a dynamic pricing philosophy.