Digital marketing, despite having emerged in the 60s and having greater growth in the 90s, is still relatively new, so strategies are still being tested.
In the book “Digital Marketing and E-commerce Strategies”, Turchi talks about these strategies being in full evolution . This means that there are profound changes that change the relationship that companies had with consumers, therefore, a more active stance of “permanent updating” is required (p.71).
Therefore, it is important to carry out tests and c level contact list monitor each case separately, as the public is also different.
Results marketing encompasses digital marketing strategies such as: SEO, Inbound and lead nurturing. We will see what each of them is later on.
The New Ps of Marketing
The world is moving faster, and with that, many things are being left behind or recycled. As Turchi says in relation to changes, this is the case of the 4Ps of you can also use the library and grab traditional marketing, which, as mentioned above, are no longer enough due to the migration to the digital world, especially in times of pandemic.
The 4Ps were created back in the 1940s, when several stores began to appear in the US and later, with the emergence of hypermarkets and giant retail stores. However, the situation was different, as now we have a huge increase in e-commerce and delivery apps.
Let’s understand a little more about each of these new Ps:
1. People
The inclusion of this item is simple, before, the concern was mass production, in which it was important to democratize use, that is, that these products could reach everyone, like cars (Fordism) and computers (Microsoft and Apple).
However, nowadays consumption has changed, due to personalization and high consumer demands , making mass production and mass marketing no longer make sense.
That’s why there’s so much talk about personas these zn business directory days, precisely because of this personalization. A survey released by eMarketer shows that the 3 main technology trends that will impact marketing are:
- Mobile
- Personalization
- Internet of Things
In other words, the issue of personalization is precisely this and the tip is to get to know your audience and create a persona, through forms and interactive posts.
And we cannot forget that this research was done before the pandemic, that is, in this situation that we are going through, these 3 main trends are no longer trends, it is already real , after all, people are going to the market/fair through apps (including me who is writing to you), ordering lunch, buying books, clothes, in short, everything you can imagine.
And we can’t forget about a new feature called Alexa, an artificial intelligence, which is a smart device that with just a voice command, you can order an Uber, food, turn on the lights, etc.
2. Prediction
is the collection and analysis of data. The more data you have, the better your strategy will be. The collection of this data is completely digital, unlike traditional marketing market research.
This artificial intelligence helps us with everything from metrics and ranking to keywords, being the future of search.
3. Privacy
This item includes privacy policies, in which the company shows transparency to users, in which they, the users, have absolute control over their personal data.
4. Performance
Quality and productivity are addressed here, in addition to performance monitoring through KPIs (Key Performance Indicators).
5. Processes
From internal standardizations such as deliveries to workflow, in order to optimize.
6. Positioning
Something that is talked about a lot these days, positioning is when you get people to remember your brand immediately. It is the public’s recognition of your brand/service.
Positioning helps you sell more and there are strategies for this, the main one being branding.