Digital Marketing

Monthly Archives: March 2018

Digital Marketing, Opportunity To Build And Maintain Relationships With Customers

The times in which the company spoke and the client were limited to listening were left in the past. And is that in recent years we have witnessed different moments that have marked the evolution of marketing.One of the most important was when, thanks to the internet, the company ceased to be the center of the message and the power to communicate also passed into the hands of customers.

However, traditional marketing and relational marketing continued to leave out an element that allowed the active participation of the client. This new ingredient was put on the Internet and more specifically, the rise of blogs and social networks.

Relational Marketing And Internet

Taking a look at the characteristics of relationship marketing we observed some that are related to internet marketing such as:

  • Interactivity
  • Receptivity
  • Customer orientation
  • Cost-effectiveness

For this reason, the Internet is an ideal channel to conserve, retain and retain customers. And relational marketing has been the significant beneficiary of new forms of communication and digital marketing.

One of the paradigmatic concepts in marketing was known as the moment of truth. That moment is one in which the client or potential client comes into contact with the company to get an idea about the product or service.

The Internet has modified this moment and has given rise to what is known as the Zero Moment of Truth, a concept coined by Google with its ZMOT studio.

All the sources determine this new moment that the person consults before making the purchase decision; it no longer only refers to the company, but this consultation can include a mixture of friends, search engines, forums, social networks, experts, bloggers, etc. And all this takes place on the internet.

Measurement Of The Relationship

Measuring this moment of truth is very easy thanks to the tools provided by the internet. And this is the principle of measuring the link. From the moment a potential client consults a source to find out about his product or service, he is initiating contact with his brand or company.

Some experts have indicated factors that should not be missing when it comes to monitoring the moment of truth:

  • Monitor the mentions of the brand.
  • Count followers, fans or users.
  • Count the comments, tweets, likes, e-mails, viral messages.
  • Analyze website visits that come from social media, independent blogs, forums, etc.

Keep in mind that many of the above measurements are based on visits that people make to their content, be it a website, a social network or a forum and blog that talks about your brand.

What comes next is trying to turn that visitor into a customer and from there develop a strategy to build loyalty. Remember that relational marketing goes beyond a CRM and that relationships matter in the digital age.

The Future Of Digital Marketing Is On The Internet Of Things

The success of digital marketing depends on strategies that contemplate the multiple channels and devices of users.

The increase of devices through clothing technology (wearables) and connectivity in stores, restaurants and other businesses will make the future of digital marketing in the Internet of Things. A report from Marketo specialized in marketing and digital communication, warns that brands should contemplate different channels and communicates with various devices to remain relevant in the market and differentiate themselves from competitors. Companies have a broad combination of channels with which to increase their impact, including Search Engine Optimization (SEO), pay-per-click ads, conversion techniques and customer attention capture, and consumer loyalty.”No marketing campaign could be developed without these critical activities,” the report insists.