Says a famous phrase whose authorship was lost in the middle of his sayings. In a time when almost everything you do has direct interference from the internet, it is unthinkable for any company, no matter how small, to stay out of the world wide web.
Consumer habits have changed. As the research by Hubspot and We Are Social points out , the internet is part of the routine of more than 139 million United State, that is, there is a 66% social penetration of a country.
Daily access to the internet is made by 85% of these people, which means that exposing a brand to a potential consumer over the internet will be highly effective when done correctly. Social networks have revolutionized the way consumers and businesses relate
Nowadays, the dialogue is much more interactive and practically immediate, considering the various online communication channels between companies and customers through Facebook pages, Twitter profiles and Instagram. There are even companies that operate exclusively through these channels.
Beyond investment: digital marketing is a strategy
Giving an online presence to a brand increases the chances of recognition as a reference in the subject. Dialogue with key elements of communication in the virtual environment, such as influencers, also opens doors for business and attracting customers .
A digital marketing strategy is not based on a single, universally applicable formula. Each business has a specific plan, according to the details experienced. As with other change plans, this type of strategy requires the analysis of a diagnosis that will guide the digital marketing plan and indicate the need for financial investment.
Planning can be done internally, but in more complex cases it is recommended to seek specialized NYC SEO agencies. The overexposure brought by the internet can potentiate small mistakes due to inexperience and turn them into a crisis of image and reputation, going in the opposite direction to what is initially sought.
It is not enough to be present
Undoubtedly, the mere online presence will not bring benefits if interaction and engagement are not promoted, fundamental for the desired results to begin to be seen.
It is essential to know the public that interacts with the company and purchases its products or services, but this is not about directing the creation of relevant content to its target audience, only, if the idea is to win more customers.
The best way to be present online is to expand how the company will position itself to its customers and (still) non-customers. Red Bull opted for a methodology known as Inbound Marketing, which consists of creating educational content that prepares the customer for the purchase decision.
Considering its audience, the most assertive way to achieve success was to produce original and relevant content on the company's networks, to promote parties and activities. In other words, on social media Red Bull does not sell energy drinks, but a lifestyle.
The Hawaiians brand led an admirable game changer, completely revamping its image. The repositioning had everything to do with digital marketing, as the strategy used was to invest in several actions so that this reconstruction was achieved.
The fact that the brand has increased engagement with the public by making campaign GIFs available on sites like Tumbler was “the cat's jump” to further highlight the company. Creativity in the use of digital devices has a powerful tool in the process of establishing the digital presence of a brand.
The Turkish Airlines , aiming to bring the public the company, used a live streaming application to transmit an entire flight. The video collected quick testimonials from the crew and took a tour of the plane, even passing places where passengers are not allowed to transit.
This generated a very positive result about the visibility of the company not only by its customers, but by aviation enthusiasts and onlookers.
Indirect market intervention
The best showcase is the internet - how digital marketing intervenes in the market and enhances results
The online presence is also responsible for a market intervention done indirectly. The engagements reverberate in the heating of the economy correlated to what “sells” a company with a firm digital presence.
This is a sign that the objectives are being achieved. A company whose digital marketing plan is well designed will inevitably cause increased demand for similar products.
The impacts of high engagement in the face of a company's online presence are felt in all niches, including cosmetics, which, with the support of influencers, strengthened its digital presence.
Physical casinos have also seen an increase in interest created by the positive experience of consumers who test the games first on the internet. By the end of 2020, growth of up to $ 80 billion is expected in the iGaming sector, with online platforms like Betway Casino offering hundreds of online slots and dozens of classic table games. Leaving the virtual context, physical casinos also end up taking advantage of the wave of growth seen in iGaming.
The fashion industry is also impacted: last Halloween, in the United States, a Kardashian costume was sold under the title "Urban Outfitters", a brand widely used by the influencer - and the prices were anything but modest.
Talk about me
If before it was common for the company to guide its presence through advertising in mass media, which was enough for a long time, today the scenario has undergone drastic changes that require a remodeling of companies that want to survive in the market.
With social networks, the dissemination of content has no limits and covers reviews and comparisons of products and services in a format in which a consumer speaks directly to another. This movement influences the customer's purchase decision, which has an impact for the company, in addition to changing the pole of the consumer relationship: it is no longer the customer who goes after the company, but the company who goes after the customer.
Ensuring the online presence of a brand presents great chances of expansion and continuity in a market that has changed its consumption habits and which seeks much more information through varied and independent channels.
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