Marketing is the system of researching a market, offering value and satisfying the customer with a profit objective.
This discipline is responsible for studying the behavior of markets and the needs of consumers . Analyzes the commercial management of companies in order to attract, retain and retain end customers through the satisfaction of their desires and resolution of their problems.
In this complete content we will detail what marketing is, the types and strategies there are, several examples, the difference between advertising and marketing, the characteristics of a good marketer, which profiles are the most demanded today, how to develop a plan marketing and you have at your disposal several learning resources.
What is Marketing?
Today, marketing is a strategy that every company must implement in its global plan in order to grow. Many companies use marketing techniques to achieve their goals, even without realizing it. The marketing is nothing but the exchange between various parties, so that a mutually beneficial occurs.
Many people do not know exactly what marketing is and when asked they define it with what it is to sell and others what it is advertising. All the answers are true, but they are only part of what marketing means, because it can also be product distribution, packaging design or creating landing pages.
The marketing is very broad and encompasses all those strategies that help a company, brand or person to achieve their goals.
Other Possible Definitions To Answer What Marketing Means Are:
” Marketing is a global system of activities related to the commercial world, aimed at planning, setting prices, promoting and distributing products or services that help meet the needs of the end customer.”
” Marketing is the set of activities that aim to satisfy the consumer through a product or service, with a business benefit in between.”
” The marketing is an internal process of the enterprises which plan ahead how to increase and meet the demand for products and services that have a commercial purpose by creating physical or digital promotion and distribution of such goods or services . ”
“ Marketing means having the right product or service at the right time, to meet the needs of the potential consumer. Adapting to demand and at the fair price that the market requires. ”
One of the most interesting characteristics of marketing is that it stimulates exchanges. It is the idea of ”I give you this in exchange for this and so satisfy your need”, often with an economic benefit behind it. What needs to happen for this to happen?
- In an exchange there are always a minimum of two parts, although more parts may intervene in the process.
- It must have added value in the marketing process. The consumer seeks to cover a need or a desire, because something to possess is always promised, with an applied value.
- Both parties must yield . For example, the company to adjust the price and the client to adapt to market demand.
- Marketing is no longer a two-way communication , but there must be two-way channels. Moreover, today, in which the customer is at the center of all marketing strategies and must be able to express their ideas and opinions, and be answered.
With all this information, what can be clearly deduced is that current marketing focuses on the needs and desires of the consumer. It is no longer a matter of “impacting” or reaching him indiscriminately, but of listening to him and adapting to what he demands.
Therefore, marketing should not be understood as a grouping of techniques simply, but as a philosophy or way of working that must influence all areas of a company.
Furthermore, marketing and sales should not work in isolation. But they are two areas that must be understood as one and work in a very intertwined way. Because without marketing, sales are not generated and without sales, we cannot know what the real pain points or paintpoints of the final consumer are.
The true art of marketing is not knowing how to sell, but understanding the final consumer and offering them what they need at the right time for the buyer journey .
Marketing Strategies and Types
Here I leave you different strategies and types of marketing and concepts that can help you in your overall strategy for your brand, product or service:
- Marketing Plan . Discover the meaning of this concept, why it is necessary to design a good marketing plan and the keys to create the best one. Without a marketing plan, the objectives set by the company or brand cannot be achieved.
- Digital Marketing or Online Marketing . The digital marketing or even online marketing is the discipline of the marketing that focuses on developing a strategy only in the digital environment.
- Direct Marketing . The direct marketing or direct marketing is a type of campaign to trigger a result against a certain audience, based on direct and two way communication.
- Email Marketing . Bet on one of the marketing techniques with more profitability and effectiveness in terms of return. Send emails to your audience and define your segmentation very well.
- Viral Marketing . That a content goes viral is the dream of any brand. The viral marketing is like a virus that replicates from one human to another without control and with an amazing capacity expansion.
- Mobile Marketing . The mobile marketing is a broad concept that encompasses all actions and marketing campaigns targeted exclusively to mobile devices: smartphones and tablets.
- Performance Marketing . Performance Marketing or Results Marketing is a methodology applied by several marketing agencies and assure advertisers that they only have to pay for results achieved.
- Marketing Tools for Instagram . Those free marketing tools that will help you improve your strategy on Instagram, the fashion social network and with the largest exponential growth.
- GoPro: the brand trusts the content its users generate
GoPro cameras are the favorite tool of many athletes, adventurers and travelers, since they allow to record even the “ungrastable”. The product allows you to create incredible videos that are then sharable via social networks.
This is the key to the success of the brand’s marketing strategy, which makes it easy for users to share easily recognizable content .
- Coca-Cola and its solidarity causes
Betting on solidarity causes is a factor that all companies should assume, in order to report good to society in an altruistic way. But, it is important that the focus is the right one and that behind it is the marketing area supporting the process. Solidarity causes can have an impact on the brand image and it is important that the impact is positive.
Coca-Cola is a good example of a marketing strategy , since solidarity causes have favored the internationalization of the brand . Collaborate with many small and local programs. As in Beni Suef in Egypt, where it has built 650 facilities to facilitate access to drinking water and in India it supports initiatives focused on creating schools.
- Twitch: success thanks to focusing on a niche
Twitch is one of the busiest social networks of the moment and has become the fourth place on the internet with the most traffic worldwide.
What is the secret of your marketing strategy? Very simple, focus on a very specific market niche: video game players. He has not wanted to reach everyone, but a sector of society and to take care of the relationship with them.
Marketing And Advertising: Similarities and Differences
The marketing and advertising are two concepts that are much handled on a daily basis and yet generate confusion. Are they the same at bottom? How are they alike and how are they different? What are the tools and strategies of one and the other?
Being clear about what marketing and advertising can contribute is essential for the success of your company. So we are going to shed light on this matter. And then you can understand what is the best strategy for you or what you should train to grow professionally.
In the previous point you have several definitions at your disposal of what is marketing, but the general idea is that it is the planning and execution of all those activities with a commercial purpose aimed at a buyer or seller.
What is The Publicity?
Advertising is all those strategies focused on promoting a certain product or service offered by a company to its final target, which can be B2C or B2B. Normally, the media are the most used channel to launch advertising campaigns aimed at publicizing or spreading the product or service. Although there are more channels today, from digital advertising to outdoor advertising.
Specific examples of channels where advertising is usually placed are:
- Print media: newspapers or magazines
- Digital signage
The final objective is the purchase by the consumer. Offering all the necessary information that helps in this decision making. Advertising has always been characterized by its creative techniques and the ability to persuade through hook messages.
Differences And Relationship Between Marketing and Advertising
Marketing would be that part focused on the techniques that help plan the different strategies that can be applied to sell the product, good or service and advertising would be the part that intervenes in all the strategies.
It can be said that advertising helps to publicize what the company or brand offers to its potential audience. So advertising is part of the marketing process , implying that marketing encompasses all the strategies and actions for its proper development and advertising is one of these parts of the marketing gear.
The advertising campaigns seek to draw the attention of the buyer on a given product or service that offers the company; Of course, after having defined the buyer persona and the buyer journey, to carry out personalized advertising that really works. In the past, segmenting the audience was more difficult, but now, with all the data we can obtain from the digital environment, it is easier for us to carry out hyper segmented advertising campaigns and really target those who need it.
The 4 Ps Of Marketing
The 4 Ps of marketing are a simple formula to identify and work on the essential elements of your marketing strategy , according to EJ McCarthy. Although even the 8Ps of marketing are already being talked about.
- Product or service (Product). It is the root of any marketing strategy , as it is the key to satisfying the desires of the target audience . What we as a company can offer you so that your expectations are met. Nowadays it is better to define the product or service from the needs and motivations of the consumer and the benefits it brings, and not so much from the characteristics or attributes of the object.
- Point of sale or distribution (Place). Strategic marketing locations can range from an online store (ecommerce or marketplace) to a distribution chain with physical stores in various locations and countries. The purpose of the distribution strategy is to facilitate potential customers to easily access the product or service and provide a good brand experience in the purchase process.
- Price (Price). The price that we will put to our product or service is a very important decision within the marketing strategy . Because factors such as:
-The margin we hope to obtain
-To which target do we want to position ourselves: What purchasing power do our consumers have? Do we want to enter the luxury market or bet on mass sales?
-The economic objectives of the company
-What prices does the competition put and of the possible substitute products
–Trends and fashions
–Price increase to give a higher quality image
- Promotion. They are all those marketing and communication actions that we carry out to spread the characteristics and benefits of our product or service. Thus we managed to increase sales.
The 8 Ps Of Marketing
But, there are those who have gone further and already talk about the 8 Ps of marketing , instead of just 4 Ps. Philip Kotler is the one who first spoke in the late 90s about the 8 Ps of service marketing, as today, the 4 Ps fall short to cover all aspects of offline marketing and online marketing.
The first four remain the same and then the new four are added:
- Product (Product)
- Point of sale or distribution (Place)
- Price (Price)
- People . In the 21st century the time has come to put people at the center. Organizations are made up of teams that relate to potential customers. They are people communicating with people. So, without them there is no marketing and sales process. If your company’s professionals are happy and motivated and in line with the company’s values, they will be great creators and disseminators of content for the brand. And they will seek that the client has the best experience and is satisfied.
- Physical Evidence (presentation, physical appearance, or physical evidence). The ease of a product is that the consumer can look at it, touch it or try it. See their qualities directly or digitally. But when we talk about a service this is a little more complicated, because we are talking about an intangible. Therefore, the marketing of a company will strive to make its services tangible, either by using physical spaces that represent the values of the service or the brand (music, place, smells) or through articles that reinforce the service itself (merchandising, pamphlets, catalogs, manuals, etc.) Today, this aspect is highly evolved and careful. When we enter a restaurant all aspects count, from the decoration of the premises to the presentation of the dish, a hairdresser is no longer just a place to go to cut your hair, but a place of pleasure, fun and enjoyment, where the atmosphere,
- Process. The consumer no longer buys a product or service to supply a need or desire. Rather, it seeks the experience behind that brand and its values. Looking for storytelling and buying an experience. So we must take maximum care of the entire customer purchase process, that is, the buyer journey. For this reason, it is very important to carry out an exhaustive development of the route that we want clients to do with us and how this process will be, taking into account the points of contact during the route and what we are going to offer them at all times, adding a value behind.
- Partners (Collaborators or strategic alliances) . Having allies in our marketing strategy will help us achieve our objectives more quickly, because they can help us to achieve greater dissemination and reach potential audiences more quickly. Lean on other companies and create synergies. We live in an interconnected world, both in the physical and the digital environment. Communication is the most powerful tool of this era and alliances are the mechanism to go further than our competition.
History And Origin Of Marketing
Do you know how marketing has evolved over time?
Until not long ago, everything that was done was outbound marketing, that is, “chasing” the user with our promotions, without fully knowing if that person was really interested in us. But, with the arrival of the digital environment and new communication channels, all this has changed and brand and client can look each other in the eye and talk about you bidirectionally. This is inbound marketing or inbound marketing philosophy.
To analyze the history of marketing , Hubspot has made a compilation that will help us.
1450-1900: print advertising appears
1450 , Gutenberg invents the printing press. The world of books and mass copies is revolutionized.
1730 , the magazine appears as a means of communication.
1741 , the first American magazine is published in Philadelphia.
In 1839 , the fame of the posters was so great that they had to be banned from being put on London properties.
1920-1949: new media emerge
1922 , radio advertising begins.
1933 , more than half of the population in the United States (55.2%) has a radio at home.
1941 , television advertising emerges. The first advertisement was for Bulova watches and reached 4,000 households with television.
1946 , over 50% of US households they already had a phone.
1950-1972: Marketing is born and grows
In 1954 , the income from television advertising exceeded for the first time that from advertising on radio and magazines.
Telemarketing takes great strength as a means of contacting the buyer directly.
1972 , the print media is suffering for the first time from the outbound marketing formula.
1973-1994: the digital age is flourishing
1973 Martin Cooper, a Motorola researcher, makes the first call via mobile.
1981 , IBM releases its first personal computer.
1984 Apple introduces the new Macintosh.
1990-1994 , important advances in 2G technology, which would lay the foundations for the future explosion of mobile television.
1994 , the first case of commercial spam occurs through electronic commerce.
1995-2012: era of search engines and social networks
1995 , the Yahoo! and Altavista.
1995-1997 , the concept of SEO arises.
1998 , Google and MSN launch new search engines.
1998, the concept of blogging emerged. As of mid-2006, there are already 50 million blogs worldwide.
2003-2012 , was inbound marketing.
2003-2004 , three social networks were launched: LinkedIn, MySpace and Facebook.
2006 , Twitter emerges.
2009 , Google launches searches in real time.
2010 , 90% of all American households have a mobile phone.
Young people between 13 and 24 years old spend 13.7 hours on the internet, compared to 13.6 hours spent watching television.
2012 , there are already 54.8 million tablet users.
For marketing to fulfill its mission, there is a key factor: the objective.
If we do not know what we want to achieve, it is better that you forget to make a marketing plan, because otherwise it will not help.
The idea of ”I have to promote myself because the neighbor does it” is useless. It will be throwing money away for nothing.
Think very well from the beginning what is your marketing objective and then everything will be on track to achieve it.
Here are 10 examples of marketing goals that can inspire you:
- Publicize the brand among the target audience . Occasionally, we will find ourselves at the forefront of a new brand, which is aimed at a different audience than usual or that for any other reason needs to make itself known and increase its visibility. We must define what actions we develop within our brand strategy to make ourselves known and that consumers know that we are one of the market solutions.
- Increase market share . The position of a brand in the market is relative, this will depend on the competition and the situation with respect to it. The objective is not always to want to be the best, but to find a good position in the market and to be regarded as a benchmark within a micro segment.
- Launch a new product . It always represents a challenge for the marketing department, because the product must be achieved among the audience. In addition, you should choose the launch price and have a well thought-out launch strategy.
- Improve ROI . The return on investment is one of the most important marketing metrics, because it indicates the benefit that the investment made in marketing and advertising is bringing us.
- Introduce the company to new international or local markets . We can control a geographic sector of the market, but it is quite a challenge for marketers to open new horizons, both in other countries or cities.
- Increase business profits. The marketing plan can be to improve the economic results of the company for a certain period of time, for example for the next 2 years.
- Optimize the conversion funnel . It is useless to get many hits, if later they do not convert. So a marketing objective is to optimize each phase of the funnel, avoid abandonment and get them to end up buying or converting.
- Capture new leads . All the sectors do not have the same facility for the direct sale of the product or service and the technique becomes to attract new users, of whom we have data, we can work with over time and end up becoming customers. So an objective may be to improve the capture of leads, both qualitatively and quantitatively.
- Build customer loyalty . The best customer is always a former customer. Those who already know us are more likely to come back to us again. So boosting loyalty marketing can be a very interesting goal.
- Increase sales . This is perhaps the most obvious marketing objective and the one that many departments have as a top priority. Sell more, but the recommendation is not to do it at any price. Because it may turn out not to be beneficial.
Ideal Qualities of a Digital Marketing Professional
In the world of digital marketing , having the best talent is essential to succeed. But companies find that there is a clear generation gap, the supply of specialized profiles does not always meet demand, and furthermore, as this is a relatively new and continuously evolving sector, it is difficult to define exactly what is needed for each Market Stall.
To help clarify this situation, we are going to make a robot portrait of the ideal online marketing professional: what qualities and capabilities should he have?
- With a vision of the future . Today’s marketer has to be prepared to give his best in an environment that does not stop changing, know how to foresee what lies ahead and be prepared to learn new skills.
- Curious . A good marketer does not stay with what he already knows, but is always exploring to go a step further. You have to be passionate about new trends and be willing to try new ideas, even if it sometimes means being wrong.
- Versatile . The level of knowledge in online marketing has reached such a level that being an expert in everything is impossible. But still, a good marketer must be able to understand the environment in which he moves and for this he needs a good collection of skills: creativity, mastery of tools, digital knowledge, analytical skills …
- Able to collaborate . Marketing work is teamwork. In fact, 78% of professionals believe that this trait is one of the most important.
- Consumer focused . The years of brand and product focused marketing are long, far behind. Today what matters is knowing the consumer perfectly and knowing how to adapt to their needs.
Top 10 Skills in Digital Marketing Today
Now that we have an idea of how the ideal professional in digital marketing should be, let’s move on to the following question: what do you have to know how to do? These are the most demanded digital skills in the selection processes:
- Capture and retain customers through a digital strategy . Curiously, despite being the most demanded, it is also the least established.
- Have a business strategy and methodologies aimed at promoting digital innovation . As we have seen, being able to adapt and adopt new tools is absolutely essential today.
- Have a specific strategy and technology to manage customer relationships . Digital media have completely changed customer expectations and their relationship with the brand, so a good marketer must be able to manage this change.
- Have a strategy and technology to exploit knowledge . The companies themselves must be able to promote and exploit the knowledge of the digital medium, in order to find new possibilities with which to respond to their challenges.
- Coordinate and work as a team in digital environments . In a world where there are no absolute experts, collaboration is more important than ever to achieve your goals. A good marketer is a perfectly integrated member of the team, not a lone wolf.
- Have a digital marketing plan . A basic point, but that still fails.
- Diagnose the customer experience in moments of customer truth . Customer experience is one of the pillars of marketing today. If we can identify the key moments and know what has happened in each of them, we will have the key to improve it.
- Know how to share content in the cloud and on social networks . These two tools have changed the landscape of work in recent years, and a digital marketer can’t help but be up-to-date.
- Have the ability to obtain relevant information and process data . We have more information than ever, but without the ability to analyze and understand it, it is of no use to us.
As you can see, working in digital marketing requires a very complete and adaptable professional profile. And there is no place in this sector for conformity or boredom.
The 10 Professional Digital Marketing Profiles With The Most Future
If one thing is clear in the world of digital marketing , it is that there is no place for boredom. The most “in” technologies can become obsolete in a matter of months or years, and job offers also vary depending on the needs of the market. And so, so that you do not miss any opportunity, here are the 10 digital marketing profiles with the most future .
1) Chief Experience Officer
What do you need:
- Design expertise
- Computer skills
- Management skills
User experience is at the center of digital marketing of the future. Nothing we do makes sense if we don’t put the user first.
As the most responsible for user experience, the Chief Experience Officer needs extensive knowledge of both marketing and technology and design. As for your personal skills, you will need a good dose of empathy to put yourself in the shoes of the end user and the ability to lead a team towards a common vision. More than being an expert in one thing, you will need to have a global vision of content creation for different channels.
2) 360 Degree Video And Virtual Reality Editor
What do you need:
- Experience in object-oriented programming
- Project management experience
- Video experience
- Knowledge of software such as Adobe Creative Cloud and Unity 3D
Virtual reality and 360-degree videos are an expanding medium of expression, but one that is beginning to explode. Although virtual reality has been around for decades as a concept, now we finally have the technology to make it a reality in an affordable way for the consumer.
It is an innovative format, for which traditional video workflows and ideas no longer serve. The best digital marketing profiles for this job are not only experienced in related fields, but also and above all eager to try new things.
3) Bot Developer
What do you need:
- Degree or similar in computer science
- Knowledge of linguistics, interactivity, programming, design, engineering, natural language processing, and ethics
Global spending on artificial intelligence is growing at a rate of 54% annually, according to an IDC study. So if you are looking for new career opportunities in digital marketing of the future, the world of bots is full of interesting options.
Chatbots are one of the latest trends in the world of marketing, especially since Facebook decided to incorporate them into the network. But it is still a world in which demand far exceeds supply. In particular, bots will succeed in areas that require a high degree of specialization, such as financial services or insurance.
4) IoT Marketing Strategist
What do you need:
- Engineering and telecommunications training
The Internet of Things (IoT) is a rapidly growing field. At the end of 2017 there were already 8.4 billion devices connected to the internet in the world, and the forecast is for it to reach 20.4 billion in 2020.
Within this sector we can find many types of gadgets, from wearables to connected appliances. Experts in this field must be able to help their companies filter noise with their knowledge of sensors, radio frequency, digital signage, smartphones, wearables and in general anything capable of transmitting data.
5) Mixed Reality Designer
What do you need:
- Postgraduate training in graphic design or computer animation
- Unity 3D Knowledge
- Be familiar with cognitive and social psychology, user experience design, and storytelling
After virtual reality, mixed reality comes into our lives, adding interactive elements to our everyday world.
This field is still a kind of “wild west” in which anything is possible. Therefore, in digital marketing profiles related to mixed reality, passion and curiosity for new forms of expression are valued more than specialized knowledge.
6) Data Scientist
What do you need:
- Bachelor’s or postgraduate degree in computer science
- Good knowledge of machine learning, mathematics, artificial intelligence and data optimization
It is estimated that in the United States alone, 181,000 workers with advanced analytical skills and nearly a million additional professionals are required to handle the flood of data. This discipline requires using sophisticated data processing techniques to turn unstructured information into business insights.
In general, the workers of these digital marketing profiles need to have specialized formalization in mathematics; the most interesting fields are statistics, linear algebra, and calculus. But most of all, they need to have the curiosity and spirit necessary to extract answers from a mountain of data.
7) Machine Learning Engineer
What do you need:
- Experience in programming, machine learning algorithms and statistics
Increasingly, we live in a world built on algorithms. Therefore, machine learning or machine learning is going to be of vital importance in the world of digital marketing.
Machine learning technologies will become involved in all phases of marketing, so having experts in this field will be essential. The most promising candidates are those with training in mathematics, statistics, physics, and programming, especially with languages such as Python or Scala.
8) Omnichannel Trading Strategist
What do you need:
- Postgraduate training in psychology or neuroscience
- Critical thinking
- Be familiar with data analysis, marketing strategy, project management, user experience, and rapid prototyping
Only on LinkedIn you can find hundreds of open offers for omni-channel related digital marketing profiles. The omnichannel trading strategist position is relatively new, but it will be one of the most in-demand for years to come.
Omnichannel experts must be able to understand how to use new technologies to achieve maximum impact online and offline, all in real time. Furthermore, they must also be able to understand all aspects of the business to provide comprehensive solutions.
9) AI Developer with Voice Recognition
What do you need:
- Degree in computer science or linguistics
Voice recognition is the latest in artificial intelligence and is becoming one of the most common ways to interact with mobile devices. So digital marketing experts need to be able to create their own artificial intelligence solutions.
Immediately, the most promising and current solution in this field are voice assistants, who must be able to understand the natural language of users and provide them with a fluent experience.
10) Designer of Holograms For Retail
What do you need:
- Bachelor or Postgraduate in Computer Science or 3D Design
Matrix simulated reality is about to hit your mall. 3D holograms are the digital marketing solution of the future for physical stores to display products out of stock, offering customers a truly personalized shopping experience.
Digital Marketing Plan: How To Do One Step by Step
If you want to reach your goals, you must design a good company marketing plan . Without it, chances are you won’t be able to coordinate your team’s efforts and end up wasting time and budget to achieve mediocre results.
Making a business marketing plan that works is a matter of method. Although variations are allowed depending on the particular situation of each company, there are a series of essential steps that we must follow to ensure that the plan has all the information we need and in the most useful format possible. Let’s see how we can get it.
1) Analysis of The Situation
To know where we want to go, the first step is to see how we are doing. Therefore, in this step of the company marketing plan we seek to define our current situation in the most realistic and accurate way possible.
There are multiple tools to develop a situation analysis, for example, the SWOT analysis (strengths, weaknesses, threats and opportunities). Using one or the other depends on the way of working and personal preferences, but I recommend that the analysis include at least these key points:
-Current situation of the company: product lines, turnover, available marketing channels …
-Sector environment: entry difficulties, suppliers …
-Market situation: evolution and trends.
Although this section is part of the analysis of the situation , due to its great importance, it should be treated as a separate point.
Here we have to prepare a list of our competitors (at least the most immediate ones) and analyze their position in the market, their strengths and weaknesses and the commercial strategies they are carrying out. This analysis is very useful to detect gaps in the market that we can take advantage of and even obtain ideas for our own strategies for the company marketing plan.
3) Products or Services: Strategic Position and Objectives
In this section we will analyze in more detail the offer of our company , trying to answer the following questions:
-What are the characteristics of my product or service?
-What tangible and intangible benefits does it bring to customers?
-What sets my product apart from the rest? (Unique selling proposition)
By crossing these data with market and competitor analyzes, we can establish a strategic position for our products and, based on it, the business objectives we want to achieve. These general business objectives must then be translated into concrete marketing objectives .
4) Price and Positioning
The pricing strategy is one of those key factors that can determine the success or failure of a product or even an entire company, so we have to consider this point carefully.
The price of a product or service must be low enough to be competitive within a business marketing plan, but high enough to produce a reasonable benefit to the company. Therefore, the first step in establishing an adequate price is to calculate all the costs derived from the manufacture and distribution of the product.
Another fundamental aspect to take into account is the prices of the competition and how our product compares with them . The positioning of our product in the market will depend on this comparison, from low-cost solutions to luxury products.
5) Marketing Strategies
We already have all the necessary information to start thinking strategically about our company marketing plan . In this section, we will define the fundamental lines of our marketing, such as:
-The product portfolio strategy, for example, new launches or prioritization of some products over others when achieving objectives.
-The segmentation strategy , that is, which market segment or segments are we targeting. Here we can find it very useful to develop a buyer persona , that is, a semi-fictional profile of our ideal client that helps us understand their characteristics and needs.
-The positioning strategy (linked to the price that we have defined in the previous section).
-The promotion strategy: how are we going to publicize our products and services among the target audience?
-The distribution strategy: how are we going to get our product or service to the market?
6) Action Plan
The action plan is the most operational part of a company’s marketing plan , where we will define the tactics that we put in place to carry out the previously defined strategies and thus achieve our objectives. For example:
-Actions related to prices: price changes, discounts and offers, financing plans …
-Actions related to sales and distribution: renegotiate conditions with suppliers, improve expenses and delivery times …
-Actions related to products: extension of the characteristics of a specific product, new launches, packaging changes …
-Actions related to communication: online and offline advertising, public relations events …
7) Live Optimization
The company marketing plan is like the map that guides us on the way forward: if we do not consult it frequently, we may end up losing our way.
So my recommendation is that the plan foresees a series of regular checks (usually through meetings and reports) to ensure that the action plan is being implemented correctly and that the results are as expected. If not, we will have to make the necessary modifications. A good marketing plan should allow for this flexibility.
8) Data Analysis
To finish this point, we have to periodically review the results of our marketing plan, trying to carry out an in-depth analysis that allows us to see what is happening.
From this analysis, we will be able to obtain a series of conclusions on the operation of our strategies and further refine them for future plans, in a cycle of continuous improvement.
Keys To Update Your Digital Marketing Strategy
1) Make Your Content More Relevant To Search Engines
If you want your content marketing strategy to be effective, you need people to find you. And for this, what better start than to appear well positioned in the search engines?
Of course, you can (and should!) Implement the most common SEO recommendations. But also, I recommend these three steps to ensure that your content is super relevant:
- Decide which niche you want to focus on.
- Eliminate redundant, outdated or trivial content.
- Update the rest of the content to suit the motivations of your buyer person.
2) Avoid The Most Common Errors in Google Ads
Sometimes it’s not about getting it right like not messing up. If you want to take advantage of your budget in Google Ads , be sure to avoid these errors:
- Not tracking conversions well.
- Do not correctly configure the geographical location.
- Don’t track results by location (and not just global).
- Do not review the bidding strategy based on the time of day.
- Have duplicate keywords.
- Do not use negative matches.
- Do not use the functionality of experiments.
- Not having a defined bidding strategy.
- Do not analyze search partner results.
- Do not use ad extensions.
3) Do a Systematic Maintenance Of Your Website
Do you already have a fantastic website for your business? !! Congratulations!! Now, do not waste the time and effort that you have invested in it due to lack of maintenance.
The best way to manage the maintenance of your website to ensure that nothing escapes you is to create a series of “checklists” with things to review and set a period of time between each review. This will ensure that everything always works like silk.
4) Harness The Power Of Landing Pages
Do you think you don’t need landing pages in your online marketing strategy ? Are you sure? Just in case, I am going to give you 5 reasons to incorporate them into your website:
- They are focused on conversion.
- They are a great place to launch A / B tests .
- They allow you to create personalized campaigns, with different landing and ads for each target.
- They eliminate distractions to take the user directly to where you want.
- You can create different versions for different organic searches.
5) Do Retargeting
If you just launch your ad campaigns by filtering by demographics and interests, you’re missing out on a ton of opportunities to push users through the conversion funnel. And that’s where retargeting comes in .
Retargeting campaigns are aimed directly at users who have already visited your website or carried out a specific action within it. This allows you to fine-tune much more with personalization and launch campaigns with greater chances of converting.
6) Automate Your Marketing
Carrying out your digital marketing strategy consumes a lot of time and resources, but with automation you can make it easier for yourself. To start, these are 7 processes that you can start to automate now:
- Capturing leads in exchange for content. For example, through a pop-up that encourages the user to leave their email in exchange for content that will automatically arrive in the mail.
- Sending personalized newsletters based on interests.
- Welcome emails.
- Inactive user recovery campaigns.
- Abandoned cart recovery campaigns.
- Cross-selling campaigns (“other products that might interest you”).
- Purchase reminders (for products that are spent and must be replenished every X time).
7)Use Affiliate Marketing During Christmas
The Black Friday and Cyber Monday are just around the corner, and soon will begin Christmas shopping. This is the peak time of year for many brands, so it’s also a good time to test marketing strategies like affiliate marketing.
8)Optimize Your Customer Service
Retaining customers is much more profitable than getting new customers. To achieve this, review your customer service with these hacks:
- Implement a “satisfaction meter” after each interaction to detect problems early.
- Personalize the signatures of your emails with positive messages.
- Show the people behind your customer service team, for example, through photos and names.
- Really listen and respond quickly.
- Reward customers after a negative experience.
9)Avoid Common Blogging Mistakes
Blogs are one of the foundations of the content marketing strategy. But despite their popularity, many brands still fall for one of these mistakes. Don’t be one of them!
- Expect results too fast.
- Publish low-quality texts (if necessary, hire an expert).
- Not being up to date with the latest in your sector.
- Not showing passion for what you do.
- Be excessively promotional.
- Not having a content plan.
- Being too impatient.
10) Find The Right Platform for Your Email Marketing
The email marketing is part of the digital marketing strategies of many brands because it is a very effective way to get in touch with the audience. But if you want to get the most out of it, you need to have the right platform. Do not know where to start? Take a look at these three: Hubspot, Doppler, and Mailchimp.
How We Understand Marketing
The marketing are all those strategies and actions that help companies achieve their objectives, to improve their sales and profits will be increased and their brand perception.
We breathe and carry marketing and advertising in our DNA. We are experts in attracting users through recruitment marketing to our clients’ websites or landing pages.
We advise how to optimize your online marketing strategy and how to distribute your budget in the best way.
- We mark your steps and exceed your expectations.
- We have analytical vision and we react in the shortest possible time.
- Always testing. We guarantee the best impact by studying each experiment – campaign or ad – conducting multiple tests, to find which factors work best and continuously optimize your online marketing.
- We increase the number of users happy with your brand and the experience they have had with you.
- We analyze results continuously, in real time, thanks to technology and artificial intelligence.