The digital revolution has changed buying patterns and put
the consumer in charge. The moment of decision for a given product often no
longer occurs on the shelf, but much earlier, in the digital environment. It is
there that the customer looks for details about what he is going to buy,
researches reviews from other buyers and opinions on specialized websites,
among other means that provide the necessary information to convince him to
choose between one brand or another.
This change in habit has revolutionized marketing plans and
transformed the relationship between companies and their customers. After all,
if the way to buy changes, the strategy for selling – and delighting the target
audience – also needs to be different.
Check out some digital marketing tips to communicate
efficiently and assertively:
1. Personalized and integrated
communication
Consumer behavior on digital channels generates valuable
data for brands, especially about the target audience's buying journey . This
information, which can be obtained through Web Analytics solutions and with CRM
(Customer Relationship Management), allows the development of personalized and,
consequently, more efficient strategies.
It's called Content Marketing write for us: when the brand collects
detailed data about its customers to get to know them more deeply, discover
their needs and offer what they need at the right time.
One of the great advantages of this segmentation based on
user affinities is to obtain more results with less investment. After all, the
costs of digital channels are lower when compared to traditional media and the
chances of conversion into sales are greater by aligning with consumer needs.
In addition, it is necessary to consider that online
platforms have unlimited space to house a brand's content, unlike the 30
seconds of a TV commercial, for example. Companies should make good use of this
space, the variety of formats the internet makes possible and the rich database
it provides. But always keep in mind that communication should not be split
into on and off.
The watchword is consistency. Communication planning must be
integrated, in this way, the different platforms complement each other and
reinforce the same message for consumers in different media.
2. Be transparent
Truth is one of the main values that people look for in a
brand, so be clear about the production and composition of your products. Use
digital channels to also facilitate this type of communication and provide
information in a more attractive way to consumers.
Did you know, for sample, that it is possible to use QR
Codes on packaging? It works like a barcode, with the difference that the
consumer can interact with this technology. When scanned by the mobile device's
camera, the QR Code provides content such as videos, photos and text, which
provides a different shopping experience and also allows you to explore other
platforms and formats. Just get creative!
Nestlé has already announced that it intends to implement
this technology in all of its products and the first item to receive the code
was Kit Kat. Through the QR Code, the user is directed to an internet page with
information such as nutritional values and the history of the food.
In the video below (in English) you can see how Nestlé's
strategy was developed in conjunction with Youtube to use the QR Code on the
Kit Kat packaging:
In fact, in times when rumors and false information are
rapidly proliferating on the internet, taking a transparent position on the
origin of your products ensures brand credibility and gives customers more
security. See this Ambev case: the company launched, in 2017, the campaign
“Brahma is open. Can ask".
The purpose of the action was to clarify consumer doubts
about the drink. For this, a team of master brewers remained online for 15 days
and answered questions from the public about ingredients, production and types
of beer. The interactions took place on the brand's social networks – Facebook,
Instagram and Twitter. Below you can watch the campaign video:
Other platforms, such as websites and blogs, can also be
used strategically to communicate with greater efficiency and transparency.
Verde Campo, a dairy company focused on healthy foods,
provides information about each product in its portfolio on the brand's website
( http://www.verdecampo.com.br/produtos/ ). The origin and characteristics of
foods, such as ingredients and nutritional data, are available to consumers.
3. Digital interaction with the consumer
View the digital environment as an important space for
direct dialogue with the consumer. With a well-structured communication plan,
it is possible to attract, surprise and generate value for people's daily
lives.
Creating this type of connection with the public is
essential to differentiate yourself in an increasingly competitive market and
to retain an increasingly demanding public.
PepsiCo's campaign to launch new Doritos Mistery flavors is
an example of how to bring consumers closer to the brand and generate stories
that will be shared spontaneously. The company challenged people to try to find
out what the new savory flavors were and thus encourage word-of-mouth.
The launch strategically used digital platforms to whet the
Millennial generation's curiosity . For this, in an action with a partnership
with Google, no research on the subject presented the expected results on the
flavors. When performing searches in the search engine, customers were directed
to Doritos' website. The brand also invested in marketing actions in other
channels, such as whatsapp, all designed to instigate the public and involve
them with the new product.
Another successful example of interaction carried out by
PepsiCo in Brazil was the Ruffles: Faz me um Sabor promotion, in which
consumers were invited to suggest a new flavor for the potato. And the
possibility of innovating was not restricted to the flavor, but in the choice
of potato format, in the description of the ingredients and in the mixture
between them. To participate, the consumer would buy a product and access the
promotion on the website with the promotional code.
The three finalist flavors, which went to the shelves, won
the popularity criteria on social networks, votes on the promotion website, in
addition to being evaluated by a judging panel: # Burritatas (inspired by the
famous Mexican dish), #Calabreonda (which combines the flavor of pepperoni with
onion), and #Feijuuuca (based on the typical Brazilian dish). The authors of
the ideas even went to the packaging and the winner took a prize of R$ 10
thousand.
4. Online media to leverage marketing campaigns
The Media Online consists of several paid ad formats that
help drive business and can be great allies in specific campaigns, whether for
a product launch, institutional or promotional actions. Search engin like
Google and Social Networks like Linkedin and Facebook have their own systems
for ads on their platforms.
Ads appear in strategic areas of these social media. So, at
any time, it is possible to create touch points between your company and the
future customer and generate a greater number of conversions. These tools have
several advantages, including the ability to target through keywords, interests
and targeting, which will ensure that the ads are displayed to people who are
really interested in that product or service.
It is also possible to manage how much and when you want to
invest in the ad and payment is only made when someone clicks on it, that is,
the brand has more flexibility in relation to the media budget.
Another benefit is that, unlike traditional media, the
reports generated by these tools provide the exact numbers of clicks and
conversions, so you can analyze metrics, see where your ads work and don't, and
quickly adjust your campaign strategy accordingly. with your goals.
The strategy of investing in online media has been
increasingly explored by companies. A study carried out by the IAB (
Interactive Advertising Bureau) Brazil, showed that online advertising moved R$
11.8 billion in 2016, a 26% growth compared to the previous year.
5. Bet on the strength of the content
Another efficient strategy to engage your audience is to
transform the brand into a source of knowledge, providing relevant and
qualified information. More than advertising, communication can be a service
for people through Content Marketing . For this, it is possible to use several
platforms: social media, videos, infographics, webinar, blog, eBooks, email
marketing, among other channels. And this can be done in different ways, not
only to inform, but also to delight the consumer. Storytelling, emotional
branding – image construction betting on emotional positioning – are some of
the ways of telling stories that really connect with people and generate value
that goes beyond the products.
Therefore, creating specialized content and strategically
disseminating it in digital media is an opportunity to attract more customers
and retain those who already know your brand, and this can be applied through
another digital strategy: Inbound Marketing .
These are some digital marketing tips that can boost your
business and really bring your brand closer to your audience. Remember: it is
essential to understand the behavior of customers online to develop assertive
strategies that generate identification with the values of products and services
offered by a company.
Glossary
Buying journey – It
is the model used to define which commercial stage the consumer is at. By
understanding their consumption habits and monitoring what they are looking for
on the internet, it is possible to find out at which point they are buying.
CRM – Acronym for Customer Relationship Management. CRM
software offers solutions for good customer relationship management, such as
organizing and storing information and controlling contacts (conversations,
held meetings, scheduling, etc.).
Web Analytics – It is the action of measuring, collecting,
analyzing and reporting data from the Internet, in order to understand and
improve the usability of users and the results of actions on your website and
other digital channels.
Online Media – It is
the advertising space that a blog, website or communication vehicle provides to
companies for the dissemination and promotion of products/services and/or
campaigns in different formats, such as Sponsored Links and Display Network. As
in traditional media (newspapers, magazines, television, billboards), these
advertisements may or may not be of interest to the consumer. However, while in
offline media campaigns generate indirect responses, in online media the
responses are direct, with access to the number of people affected, as it is
possible to measure data from the production of pieces segmented according to
the target audience.
Sponsored Links – These are paid ads displayed prominently
on search results pages, on sites like Google and Bing, or on affiliate sites
(display network). In many cases the term is used synonymously with Google
Adwords. On the results page, they are displayed according to the keywords used
in the search and in the display network, according to the related theme.
Google Display Network – This is a large network of sites
(blogs, portals, etc.) where ads from Google Adwords campaigns are displayed.
Content Marketing – Creating relevant content to attract and
build a relationship with the target audience. For this reason, it can be said
that it is “attraction marketing”. Among its actions, one is to direct content
to people at different stages of the sales funnel.
Inbound Marketing – The “new marketing” is focused on
attracting potential customers, gaining their trust and directing them to the
moment of sale. The idea is that the customer comes to the company, instead of
the company going to the customer. For this, it uses the creation of relevant
content (Content Marketing) and strategies in digital media to reach its target
audience and build a relationship with it.
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