Digital marketing?
Posted: Wed Dec 04, 2024 7:02 am
Lately we hear more and more about the need to implement “Digital Marketing” as an “all or nothing” approach to converting our companies into digital elements right now or disappearing. Everyone is already talking about Artificial Intelligence, e-commerce, chatbots, big data, etc. etc.
Indirectly, this generates a lot of anxiety in many companies that have suddenly found themselves in this situation and believe that they have to make a drastic change of direction to get to all this, having to start from scratch. I honestly believe that there are many steps to take beforehand and the first is conceptual.
For me, there are two clear realities about Marketing in its Digital france business email list aspect. The first is the digital habits that all of us as users have developed in our daily lives and that are associated with immediacy, omnichannel, consumption of information and adapted content and of course with online transactions. Any experience we live, we unconsciously measure it under these parameters.
The second has to do with technology. In the latest edition of MarTech (Marketing technological landscape), there are up to 8,000 companies and startups that sell specific technological tools for Marketing that can help us connect and provide better experiences to our consumers.
On the other hand, we have the concept of Marketing in essence, the “analogical” one as such, which is a global strategic mentality that seeks to understand and guide the organization towards its market, creating personalized relationships over time (in the case of B2B).
Both concepts are doomed to be understood and not replaced. We cannot think that digital marketing or technology have or can totally replace marketing. This is a mistake. No digital tactic would work without the basic foundations of the strategic mentality of historical marketing: customer vision, segmentation, positioning and business objectives, in addition to the many other off-line tactical actions that we should not discard, especially in the B2B world (fairs, events, etc.).
Digital Marketing on its own, without a clear focus or alignment with the strategy, client and sales department, etc., is a mere and attractive (everything technological is) fireworks with very short-term effects.
There is no doubt that having a clear idea of who you want to be relevant to, how you want to be perceived and the value you have to generate, all Digital Marketing actions will be much more efficient in the long term (inbound marketing, communication on social networks, content, web engagement, digital analytics, digital processes, tools, etc.)
Conclusion, Digital Marketing and technology YES, but if we want to make the most of them, they must be thought out from a global strategic focus supported by data, people and intelligence first and foremost.
Indirectly, this generates a lot of anxiety in many companies that have suddenly found themselves in this situation and believe that they have to make a drastic change of direction to get to all this, having to start from scratch. I honestly believe that there are many steps to take beforehand and the first is conceptual.
For me, there are two clear realities about Marketing in its Digital france business email list aspect. The first is the digital habits that all of us as users have developed in our daily lives and that are associated with immediacy, omnichannel, consumption of information and adapted content and of course with online transactions. Any experience we live, we unconsciously measure it under these parameters.
The second has to do with technology. In the latest edition of MarTech (Marketing technological landscape), there are up to 8,000 companies and startups that sell specific technological tools for Marketing that can help us connect and provide better experiences to our consumers.
On the other hand, we have the concept of Marketing in essence, the “analogical” one as such, which is a global strategic mentality that seeks to understand and guide the organization towards its market, creating personalized relationships over time (in the case of B2B).
Both concepts are doomed to be understood and not replaced. We cannot think that digital marketing or technology have or can totally replace marketing. This is a mistake. No digital tactic would work without the basic foundations of the strategic mentality of historical marketing: customer vision, segmentation, positioning and business objectives, in addition to the many other off-line tactical actions that we should not discard, especially in the B2B world (fairs, events, etc.).
Digital Marketing on its own, without a clear focus or alignment with the strategy, client and sales department, etc., is a mere and attractive (everything technological is) fireworks with very short-term effects.
There is no doubt that having a clear idea of who you want to be relevant to, how you want to be perceived and the value you have to generate, all Digital Marketing actions will be much more efficient in the long term (inbound marketing, communication on social networks, content, web engagement, digital analytics, digital processes, tools, etc.)
Conclusion, Digital Marketing and technology YES, but if we want to make the most of them, they must be thought out from a global strategic focus supported by data, people and intelligence first and foremost.