Digital Marketing and the Customer Revolution
Posted: Tue Dec 03, 2024 6:04 am
Over the last 10 years we have seen the development of ICT advance spectacularly and, with it, we have seen the birth of a new type of marketing with a new type of consumer , more interactive, dynamic, individual and technological. At the same time, agencies have had to develop a new approach, as well as manage this change towards a new client in a very short period of time. Digital Marketing has been a revolution in every sense not only for companies but also for clients who, in many cases, can work indirectly for brands.
This new approach required new ideas that today we can summarize in a series of digital marketing laws that every company must follow.
1. Inbound
Customer-centric approach . We can no longer focus on the product. Our customer pays our salaries, is the most important asset and everyone in the organization must understand it and assume it as the main basis for generating development and growth. A company's customer base, the information we are able to collect and the needs we detect in this base, almost at an individual level, will be an essential objective for current and future organizations.
2. Initiative
We have become accustomed to the fact that the customer is the vp design officers email lists one who decides when he wants to contact us. He is the one who initiates interactions, so we have to be prepared. How? With a good multi-channel strategy 24 hours a day, 7 days a week.
However, we must not overlook the creation of strategies to approach the customer before he does. Nowadays, with the high level of competitiveness and competition that exists, it is no longer so common for customers to come to us, but rather it is more common for the company to go to its customers.
3. Customer Identification
In a Digital Marketing strategy, any organization or company must focus its vision on the customer and necessarily articulate mechanisms that identify profiles. Nobody talks about “subscribers” anymore; now they are customers. Customers are no longer a number . The objective is not to have forty million customers, but to know when and how those 40 million consume our products or services. And, under these parameters, identify which ones are the most profitable and which ones are the least or, simply, are not.
4. Customer intelligence
Once identified, we need to identify their needs in order to design products or services aimed at exceeding their expectations ( engagement ) . This is where Data Mining comes into play , as do the analysts who process this data and make it legible and understandable in real actions.
5. Interactivity
Marketing requires maintaining constant dialogues with the customer through multiple channels. The communication process is now a fluid dialogue between customer and brand, leaving behind the monologue established by brands in the recent past.
6. Individualization
We know our customers, their preferences, their needs, their favorite color, their consumption frequency and their life cycle like never before. This is why our value proposition is superior and is based on the deep knowledge we have of the customer, their family and their friends. Hypersegmentation is a reality that is possible today, thanks to, among other factors, Digital Marketing.
7. Investment
Organizations must make an effort to understand that the effort dedicated to strengthening the relationship with a client does not bring benefits in terms of short-term financial profitability. The marketing philosophy involves thinking of clients as an asset whose profitability will return in the medium or long term. However, we will achieve a strengthened and future-oriented brand.
8. Identifying opportunities
Customer-centric marketing ( inbound ) leads us towards a scenario of continuous diversification in the search and capture of new products or services adapted to the real needs of our clients.
9. Retention rates
We know that it is much more expensive to attract than to retain. Yes, we know that, we must create our loyalty program at the same time as we create the acquisition program. Loyalty is more profitable than acquiring new customers. This is one of the most critical points of a marketing department: what can we do without saturating our client? Traditional programs, based on what we want or can offer, are losing effectiveness. Our client has a wallet full of rewards cards and gift catalogs from Asian supermarkets. They hardly provide any value and what really creates loyalty is the perception of a differential, personalized and adapted value. We must turn our loyalty program into our client's program, we do it for them and for them. Creativity is essential in the search for stellar advantages and benefits, data, of course, will facilitate creativity.
This new approach required new ideas that today we can summarize in a series of digital marketing laws that every company must follow.
1. Inbound
Customer-centric approach . We can no longer focus on the product. Our customer pays our salaries, is the most important asset and everyone in the organization must understand it and assume it as the main basis for generating development and growth. A company's customer base, the information we are able to collect and the needs we detect in this base, almost at an individual level, will be an essential objective for current and future organizations.
2. Initiative
We have become accustomed to the fact that the customer is the vp design officers email lists one who decides when he wants to contact us. He is the one who initiates interactions, so we have to be prepared. How? With a good multi-channel strategy 24 hours a day, 7 days a week.
However, we must not overlook the creation of strategies to approach the customer before he does. Nowadays, with the high level of competitiveness and competition that exists, it is no longer so common for customers to come to us, but rather it is more common for the company to go to its customers.
3. Customer Identification
In a Digital Marketing strategy, any organization or company must focus its vision on the customer and necessarily articulate mechanisms that identify profiles. Nobody talks about “subscribers” anymore; now they are customers. Customers are no longer a number . The objective is not to have forty million customers, but to know when and how those 40 million consume our products or services. And, under these parameters, identify which ones are the most profitable and which ones are the least or, simply, are not.
4. Customer intelligence
Once identified, we need to identify their needs in order to design products or services aimed at exceeding their expectations ( engagement ) . This is where Data Mining comes into play , as do the analysts who process this data and make it legible and understandable in real actions.
5. Interactivity
Marketing requires maintaining constant dialogues with the customer through multiple channels. The communication process is now a fluid dialogue between customer and brand, leaving behind the monologue established by brands in the recent past.
6. Individualization
We know our customers, their preferences, their needs, their favorite color, their consumption frequency and their life cycle like never before. This is why our value proposition is superior and is based on the deep knowledge we have of the customer, their family and their friends. Hypersegmentation is a reality that is possible today, thanks to, among other factors, Digital Marketing.
7. Investment
Organizations must make an effort to understand that the effort dedicated to strengthening the relationship with a client does not bring benefits in terms of short-term financial profitability. The marketing philosophy involves thinking of clients as an asset whose profitability will return in the medium or long term. However, we will achieve a strengthened and future-oriented brand.
8. Identifying opportunities
Customer-centric marketing ( inbound ) leads us towards a scenario of continuous diversification in the search and capture of new products or services adapted to the real needs of our clients.
9. Retention rates
We know that it is much more expensive to attract than to retain. Yes, we know that, we must create our loyalty program at the same time as we create the acquisition program. Loyalty is more profitable than acquiring new customers. This is one of the most critical points of a marketing department: what can we do without saturating our client? Traditional programs, based on what we want or can offer, are losing effectiveness. Our client has a wallet full of rewards cards and gift catalogs from Asian supermarkets. They hardly provide any value and what really creates loyalty is the perception of a differential, personalized and adapted value. We must turn our loyalty program into our client's program, we do it for them and for them. Creativity is essential in the search for stellar advantages and benefits, data, of course, will facilitate creativity.