Who has taken my Marketing? Like the mice in the book that ran out of their cheese, many still wonder if this really changes that much. Others more restless we have immersed ourselves in the promising Digital waters and we see an incredible present and future.
Last week I read this report from The Economist, with the opinions of great Marketing figures on the future of Marketing, and I offer you a summary with 5 keys spiced with my opinions.
The client is now the King, and he has the consequences of him. Now yes. The Internet has made it easier for this phrase that they used to tell us in Marketing school to come true. And this makes us rethink some things:
According to Seth Godin, the first Croatia WhatsApp Number List thing we must do without fail is to ensure that we do well in the “treasure moments”. Interactions with our consumer: when they come to our website or to our store, use our product, or call us on the helpline. Anything we invest in this will be well done. And there are extraordinary tools to achieve unique experiences. Take advantage of these moments to generate what they call engagement, not to sell you more things.
The way of reaching the public must change completely, and it is doing so, little by little. All participants in The Economist article agree that the logical step is from push marketing to pull marketing. Others call it inbound marketing. Ultimately, it is about making the client find us instead of going after him. This can be done with sophisticated content generation tools and figure out where they are looking for things related to our product and give them what they are looking for. The clearest example is the same article I’m talking about. Fascinating content for those interested in the future of marketing, and it is sponsored precisely by a provider of these sophisticated tools.
The ATL will always be there to generate demand, interest, knowledge. A good part of the budgets will still be there. Aditya Joshi predicts that TV will continue to take 40% of marketing budgets in 2020 (this is precisely the proportion of investment in TV in Spain in 2014). Even so, the way of reaching the public is evolving thanks to technology. A very clear example: From 2012 to 2013, investment in Digital in Spain shifted from Display to Search. However, in 2014, with the explosion of retargeting and RTB, the Display is catching up. And that’s because more sectioned audiences are being reached with more interesting proposals for them, thanks to technology.
We have more leads than ever. We have never had an easier time guessing the thinking of our consumers. They spread it, they tell it to their friends, they share it all. They write in a white box everything they are looking for, the things they wonder about, the next purchases. And this is there, on the Internet, available for analysis. In addition to ThinkWithGoogle, which is a great source of inspiration, we have some incredible tools to know all this. These are just a few free:
Google Trends has been renewed less than a month ago and now it is a powerful tool in which we can see what people are looking for. Compare some terms with others, see their evolution, etc. It is perfect for detecting the online success of your advertising campaign.
Global Market Finder helps you choose where to open your new business, based on the searches and competition already in each market.
Facebook’s tool for planning a campaign indicates market sizes according to the characteristics of your target audience. This can help you choose a market segment to target.
With the adwords tool itself, you can see what draws the most attention to people about your product, varying the ads, and reinforce it, not only in communication, but in the definition of your product itself.
Google Analytics gives you incredible information on how visitors to your website behave. This is not only of interest to the people who work in the online channel. This information is gold for the people who develop products and campaigns.
These are just a few examples of ways the Internet can help the entire marketing department, not just advertising or the online channel. The key is knowing how to handle all the amount of information we have to take advantage of all these clues.
Technology has changed marketing processes. Aditya Joshi (I liked the article the most) says that the explosion of marketing technologies is transforming our marketing processes. The ability to measure everything that happens allows you to rethink things on the fly, even creating small experiments and continuously measuring them. Now the test cycles are very short. You immediately know if something is working or not, and you cannot afford to “learn next time.” You have the tools to react quickly. This is tra