Digital marketing

Keys to understanding strategic digital marketing

Strategic digital marketing aims to idenotifiesr opportunities and threats for implemtake concrete actions.

Strategic digital marketing. Three words that, surely, in recent times you have read together many times. But, are you very clear about what they mean? If you are in charge of a business, a brand or in the advertising and social media sector, you should review its content. Therefore, the idea of this article is to immerse ourselves deeply in this analysis and action methodology so central to the current market universe.

As we said previously, the strategic digital marketing Its objective is to identify opportunities and threats to implement concrete actions. Which will allow companies to position themselves and generate satisfaction in their users. In this sense, if it is applied correctly, it is because a sector was seriously investigated and needs were detected. But it was also possible to take the correct steps for the dissemination and marketing of products and services.

Strategic digital marketing: how to put together the 3 concepts?

If you already know about marketing, you may have your doubts about whether it continues to be what it was. In other words, after opening up to this new world of digital strategies. And the answer is a resounding yes. The discipline is the same but applied to the technologies that run today.

Regarding the strategic, it refers to the fact that you cannot launch yourself in this field without first outlining an action plan. Otherwise, you will be wasting resources in vain and without targets to aim for.

If a calculation were made in this regard, it could surely be said that those who currently work in strategic digital marketing collect large millions of data daily. So that? That is the key to the issue we want to talk about in this article.

To tell the truth, not all of that data is processed in the best way, in order to achieve the expected results, at least in terms of business success.

It is precisely there where strategic digital marketing comes into play. Its essential purpose is, then, to apply that business intelligence to know the current needs and, above all, the future needs of an audience that is intended to be reached.

In this way, companies, personalities, organizations or ventures will be able to "go one step ahead" in these market niches in which they will be able to obtain greater benefits, before the competition. From there, more opportunities can be found to cover an even larger market.

The logical evolution of strategic digital marketing

In other times, market studies were carried out through systems such as telephone surveys or doorbells. The daily behavior of people was observed or analyzed with techniques that are now obsolete. We are talking about methods that, although they can continue to be used, have a very high error rate to fail when making specific decisions for the future of our company.

Then what is necessary appears: the much talked about digital transformation. Behind this infinity of data that circulates on the internet in the form of searches, interactions with publications, etc., is the meticulous work that strategic digital marketing professionals have been advocating. It is about knowing how to master that information in order to achieve greater performance in the work aimed at exploiting a new universe.

Clearly, anyone who wants to get ahead of their competition today cannot do without getting into this digital challenge.


mkt digital

But, because it is strategic and digital, is marketing different from how it was before?

Marketing scholars have been debating this issue for some time. In most cases, their answer is NO. The marketing is the same. This is: the theory, the strategies to sell better, the persuasion techniques are, in general, the same. What changes today are the platforms. Marketing learned to handle a new medium, the one that reigns in our times: the internet and social networks.

Martín Jones, one of the marketing managers at L'oreal, says that marketing does not change. The objective is always the same: to promote and sell products or services, with a strategy. It defines where, to whom, and what value you offer. What does change today is how we offer a product or service and how consumer needs are detected.

However, yes it is the consumer who changes radically. Today, if we compare with generations ago, consumers come “in another package”. It's totally different how they connect, what they feel and care about. That is why it is necessary to carry out research to detect opportunities with them, to see what values must be assimilated.

Today, it could be said that strategic digital marketing “zooms in” on the consumer understanding how you connect and what interests you. Marketing tries to understand that journey that is undertaken with the brand and seeks to build a long-term relationship.

Phrases done, but important

There is an expression that has already been said, heard, written and read ad nauseam. But, the truth is that, in the world of strategic digital marketing, it is the pure truth: The first impression is what counts. That first image that a user takes away from our company is very important. Today, more than ever. Likes, shares, visits, views and traffic are determining factors in the current relationship between brands and the public. The larger this number of interactions is, the greater the impact we will cause in our environment.

Let's visualize this scenario: We uploaded a promotional video to YouTube. If you get a lot of views, our confidence among consumers will increase and maybe wait for a next video. But if it generates little response, probably all our efforts will not even be taken into account by that public, in future strategic actions.

Another truth, however repeated it may be: listen to customers. Today, the networks provide many tools for this. They always have something to say, and the company must respond. The best way to respond is by meeting your business needs.

So, for example, we can offer channels that can be used more easily, depending on the target audience. That is also strategic marketing.

AND never forget: our competition is also in this digital transformation. It is key to be attentive to their movements. This can help us see what to improve on the inside. Identify, with humility, if there is something we are doing wrong in relation to them, or if we can do better. This way we can obtain variables to attract more followers or clients and make the necessary decisions, if we have to modify our action plan.

What is your competition? Are you sure that's it?

This is another point that many do not take into account as a consequence of the digital transformation. Sometimes, we believe that the business or brand that competes with us for a niche market is one that, in reality, is not so niche. It happens that, at present, when developing actions of strategic digital marketing geographical borders tend to disappear. Therefore, even if you have a local business well located in a city or town, you must take into account other brands that are not necessarily in your vicinity.

The specifically strategic

To gauge the importance of "going out on the field" with a strategy, it may be useful to have some real numbers, circumscribed to Argentina today:

There are around 45 million people, of which 93% use the internet. The 76% uses social networks. The 86% surfs the internet from a mobile device. Of the 24 hours a day, more than eight are spent online. They watch more than three hours of TV, streaming or on-demand content a day, and listen to more than an hour of streaming music.

Given all this data, the task of strategic digital marketing is develop advertising or commercial actions that are executed, that "get" in the middle of these numbers. Thus, it comes to occupy a central role in digital networks and platforms.

But the most important thing about all this is that these statistics are generated by a universe of people who give their opinion, comment, share and criticize. Normal people who disseminate information and demand speed. immediacy. In addition, they demand a personalized experience. Here is the success of formats such as Netflix, Booking or Spotify.

“Assemble” an archetype

All of the above is a lot of information that a potential client gives to those who work in strategic digital marketing.

So, a real person is displayed, and imagine: Who is he? How old is he? Does he work? What does he do when he doesn't work? Does he have a family? What technology does he use? And a host of other questions.

Far from being horrified by what may seem like an invasion of privacy, what this strategic work seeks is satisfy that increasingly specific interest that users have of digitality.

These so-called buyer persona They are fictional representations of an ideal customer. And they are fundamental: they allow strategic digital marketing to have a clear mental image of where to go. This will favor communication between the work team. It will help define what type of content to generate for each person, what "tone of voice" to use and many more strategic decisions.

in and out

In the classical institutional communication theory, we speak of “internal communication” and “external communication”. In strategic digital marketing it is also necessary to have a similar look. This is called systemic process analysis.

looking inside of our company or institution, this strategy has to recognize capacities and know the entire work process well (read: life cycles, distribution, promotions, human resources involved, etc.). It is, quite simply, knowing what I count on.

Outside the windowWhat has been said about identifying the target audience, market segments, consumer habits. This is the key moment for the generation of innovative strategies.

Only from there are decisions made on what types of marketing strategies are the best for each case: portfolio, segmentation and positioning, functional, loyalty and others that could be the subject of another more specific article. 

Conclusions on strategic digital marketing

Today, the vast majority of companies, at least in Argentina, are small or medium. All of them have understood or are on their way to seeing marketing as a function, not as an area circumscribed to a department. In that framework, The entire organization needs to be geared towards providing the best possible service. to his clients. That is, you must take care of the image and seek loyalty. 

This is where strategic digital marketing becomes relevant. This implies all a work methodology aimed at satisfying the desired objectives. In other words, it has nothing to do with the size, nor with the number of employees and specific areas that an institution has. Rather, it is related to the ideas of planning, order and the commitment to assume responsibilities.

Are you ready to make the most of it? See you soon!



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