Digital media have become, for many companies, key channels for customer acquisition. Since digitalization took hold of people’s consumption habits, brands are continuously working to win over their “clicks”.
Clicks encompass the main advantages of digital marketing , since they translate into traffic, subscriptions, conversions and many other valuable actions within an online strategy.
But, contrary to traditional marketing, there are two characteristics that make digital marketing sustainable and successful: long-term vision and the ability to measure .
In the following lines you will discover why it is worth spending your time and money on this type of strategy. Continue reading!
Traditional Marketing x Digital Marketing
In order for you to understand the reasons that have made digital marketing such an important strategy today, you must understand its fundamental differences with traditional marketing .
The latter is developed under unilateral communication.
Companies use offline media such as radio, print media and television to bring their advertising to a wide audience, which consequently makes the cost of action much higher.
This type of marketing is not concerned with establishing a relationship with the audience, it only wants to convey its message.
On the other hand, digital marketing acts in the online world. In it, any online channel becomes an opportunity to reach the target audience of a brand .
Social networks, paid media, corporate blogs based on an inbound marketing strategy , email marketing, organic traffic… The tools are endless.
In addition, here the relationship with the public has too much value.
Contrary to traditional, in digital marketing you find irrefutable advantages. I will present each of them below.
4 advantages of digital marketing
1. Less expenses and more results
All digital actions are cheaper than those existing in an offline strategy. The possibility of focusing on actions aimed at the ideal public allows expenses to be directed towards what really brings results, thus avoiding waste.
And more. On the internet, you can work very low-cost strategies, such as content marketing , which attracts potential customers (or leads ) with the creation of relevant organic content that is well positioned in search engines.
Although, if you have resources available, it is recommended that you integrate paid and organic actions to boost your results.
It is only important to reconcile them so that your investment in paid media is complementary to organic growth and not the only alternative.
2. Progressive gains
When you invest in digital strategies, one of the biggest benefits is in building your brand on the web.
While in traditional marketing you invest in campaigns that promote your brand for a certain period of time, in digital marketing the strategies focus on long-term results, looking for a staggered result.
In this way, by creating your online presence and dedicating your marketing efforts to building a strong and consistent digital authority, you can make your brand more and more visible to the public.
You do not need to depend on temporary promotion, your brand will always be visible and attracting new customers progressively.
3. Segmentation capacity
The information given by users on the internet (such as social networks and forms) allows digital campaigns to be much more precise.
In digital marketing, you can segment your strategies based on gender, age, location, interests, habits, and much more.
This level of accuracy makes it possible to create actions aimed at buyer personas — your company’s ideal customers. With so much data in your hands, you will know what message to send, where and how to do it, for example.
4. Measurement of results
Nothing defines the success of digital marketing more than its ability to measure, in real time, each result. Each step taken within an online strategy can be monitored and analyzed.
Have you sent a promotional email? Measure the open and conversion rate and find out how many people opened it and how many bought the promotion.
Are you working on a blog? Find out with the help of Google Analytics where the traffic comes from, how long people stay on the page and what other content they have entered.
Have you made a post on social media? Analyze the interaction, how many people the post has reached and how many clicked to the landing page.
And these are just a few examples. There are many more metrics that you can observe to determine if you are acting correctly in your digital strategy and if the path that the lead is following is in accordance with the journey that you have planned for him.
Important Digital Marketing Metrics
As I mentioned before, the analysis of the metrics can vary depending on the purpose you seek to achieve with each action taken in a certain medium.
However, there are 3 metrics that are the foundation of any digital marketing strategy and that are essential to measure your success.
ROI (return on investment)
The ROI is the indicator that allows you to know how much money the company is spending with each investment made. With it you manage to know what was the return generated with a certain action or with the entire strategy.
This is its calculation formula:
ROI: income – investment / investment
CAC (customer acquisition cost)
The CAC metric makes it possible to know how much it has cost for the company to conquer a new customer.
To measure it correctly, all costs must be considered, adding all marketing and sales expenses during a certain period and comparing it with the number of clients that arose in the company in that same time.
Average ticket
The average ticket is the average transaction value that a consumer spends when purchasing a product or service.
To calculate it, take the total value of each of the transactions made in a specific period of time (which can be day, week, month, depending on your business) and divide the result by the total number of transactions you have had during the same period.
Mistakes and challenges of companies in a digital marketing strategy
When starting a digital marketing strategy, it is quite common for you to run into small challenges and end up stumbling on some mistakes .
Not understanding how to work with generated leads is one of them .
Many companies are dedicated to generating an approach with potential customers and, when they finally get it, they don’t know how to take the next step.
The secret for you to be able to work your leads successfully is in the planning. There are several techniques that can help you at this stage, such as the creation of the buyer persona, the study of the sales pipeline and the monitoring of the purchase journey.
Keep in mind that each lead generated is a sales opportunity, for this reason, the appropriate approach will make all the difference in closing the business.
Another commonly made mistake is not knowing exactly where your client has gone through until reaching the transaction , something essential for you to understand what actions are working, or not, in your digital strategy.
For this, it is very important to have an analytical vision and organize the mapping processes, such as the addition of UTM parameters in Google Analytics that allow identifying the origin of the actions taken by users, in addition to having the help of automation.
Only by analyzing and recording the day will you be able to optimize your digital marketing and make it increasingly efficient.
Conclusion
The advantages of digital marketing are easily perceptible, especially when you focus your efforts in the medium and long term.
Actions taken online are evergreen and, unlike traditional marketing, continue to drive results regardless of time. For that reason, they are extremely relevant if you are looking for a simple and cheap way to promote your company.
As you have seen so far, digital marketing has democratized promotion and, now, reaching the public is no longer a privilege of the big brands capable of investing in traditional campaigns.
In addition, the strategy is not only available to everyone, but also manages to be flexible and adapt according to the business model of the company: here any segment has the power to achieve excellent results.
I hope this content has convinced you of the importance of a digital marketing strategy for your business and, if you will allow me, I have more reasons to show you why you should also invest in content marketing.
