from Sven Martens
A long-cherished wish...
Years ago, there was a dreaded buzzword in marketing: "wastage" - always associated with the desire to minimize it, to know your prospects more and reach them where they are approachable.
Today's target groups are characterized by their ability to engage in dialog and their interest in the genuine and lasting message of companies. Accordingly, user behavior has changed rapidly and, in addition to classic funnel approaches, there are now customer-centric approaches that focus precisely on the user and meet authentic requirements for companies. Companies are led by the market, which closes a circle again
Digital marketing (as an extension of analog marketing) thus deals with marketing strategies in digital media and the presentation of companies and their products and messages on the Internet. In contrast to analog marketing, digital marketing provides much more information about target markets and user groups, and digital marketing measures such as SEM (search engine marketing), SMM (social media marketing), NLM (newsletter marketing) and affiliate marketing can be used.
Opportunities through online users
The increased interest in interacting with companies, more touchpoints in various media, shorter product life cycles and faster market penetration are changing user behavior dramatically. Companies have the opportunity to provide their online users with the content they need to make the right decisions. There is talk of 5-7 touchpoints needed to convert a prospect into a customer. Users today are on search engines looking for information, they are active in various social media channels and respond to messages. Companies therefore have the opportunity to generate interest and demand and to keep users loyal in the long term through digital loyalty to the company.
The transparent customer - measurable behavior
The scattering losses of analog marketing are rapidly minimizing in digital marketing. Whereas in the past people were satisfied with successes in the per mille range in newspaper ads, TV commercials and radio spots, today they talk about percentages when considering success. The available budgets are used in a success-oriented manner, not least of which is performance marketing.
User data from the use of apps or behavior on websites can be used to measure and ultimately interpret relevant key figures. The corresponding digital campaigns can then be created from this data and optimized further and further.
Digital marketing: the tactics
Depending on whether they want to reach customers while searching search engines, through promotional messages while browsing their timelines, through ads while visiting apps, etc., there are different fields and types of digital marketing that companies can tackle.
SEM (Search Engine Marketing)
Addressing users in search engines is referred to as SEM. Search or display network. Push or pull actions are buzzwords that are frequently used in connection with search engine marketing. In short, users are addressed by advertisers in various behavioral situations and the success of this approach is permanently optimized.
Both when searching for answers in the search engine and when visiting popular websites, advertisers in digital marketing can reach the relevant users via search engine optimization (SEO) and / or search engine ads (SEA).
SMM (Social Media Marketing)
SMM targets advertising in social media channels (e.g. Facebook, Instagram, Tik-Tok, LinkedIn) where users combine their interests and their social network. Users can be targeted according to their profiles and usage data. The goals here can be to achieve and expand organic reach, respond to advertisements, or trigger purchase actions. There is also SMO (optimization) and SMA (advertising) in the social media area. In short, on the one hand I want to reach as many users as possible with my content (optimization) and on the other hand I want to reach as many interested parties from my target group as possible.
EMM - Email Marketing (including Newsletter Marketing)
Email marketing is one of the most widely used tools in online marketing. A large number of existing customers and prospective buyers can be addressed promptly and simultaneously, often ensuring measurable success. Besides working in social media channels, EMM is the tool to send information regularly to the loyal customer or prospect base.
Due to the large amount of information and the time intervals in which messages are sent out to target groups today, it is important to be perceived in a prominent position compared to competitors. In SEO and also in SMM, high-quality content is evaluated and providers are rewarded for their content, for example, by the content appearing in a prominent position in search engines or becoming more visible in the timelines of the social media provider.
Affiliate marketing uses success-based methods (sales commissions) to encourage users to take action. For this purpose, advertising on partner sites is used and the resulting actions are commissioned. CPC (Cost per Click), i.e. commission per click at a fixed price, or CPM (Cost per Mille), which corresponds to the classic CPM (price per thousand contacts) are common models here.
Digital marketing for your success
Digital marketing is a component of every marketing mix alongside traditional marketing and trade marketing. It takes account of the changing behavior of users, who interact more frequently and more dialogically with suppliers. Digital marketing in communications policy as well as in distribution policy takes account of the change in user behavior and allows providers to act in a sustainable and future-proof manner.
Martens & Kollegen is happy to help you develop digital marketing excellence for your business. Your potential will be brought into the ideal strategy for your digital marketing success by experienced sales and marketing consultants, content managers , graphic designers, copywriters and social media managers.