Connection to stakeholders
It is expected that in 2022, and for years to come, marketing professionals will be challenged to face an era of unexpected consequences. When faced with the challenges of the last few months, there have been many expectations and predictions that were not previously considered. Who could have predicted that there would be a shortage of raw materials and a rethink of working formats in a context of global crisis? This ability to anticipate and adapt remains crucial as we emerge from a pandemic environment into a complex landscape of new behaviours between consumers and organizations, which will have a dramatic impact on the way we interact and operate.
In many families, it is the web-savvy teenagers who have taken on the role of doing, or supporting, the household shopping. The majority of online purchases are now impulse buys and "live" campaigns, which combine the action of influencers, live video and e-Commercehave exploded and are expanding in various markets.
These are just three changes, among countless others, that promise to foreshadow new trends that we cannot yet fully understand. It could take a decade to see the true impact of the pandemic on marketing. For this reason, now is the time to reconnect with clients, question all the assumptions we had about the strategies we devised and be humble in the face of these changes.
Customer relationships are the driving force behind business. If this relationship suffers, the business will suffer. But if brands know how to look after their customers, the likelihood is that they will remain satisfied and loyal. Today, digital marketing plays an important role in maintaining and improving relationships with the public.
The need for organizations to be constantly online and accessible is directly related to the increase in customer demand for this type of service option. And digital marketing has emerged as one of the tools that allows brands to improve this relationship format. There are several reasons why online marketing helps to improve the interaction between an organization and its public.
Bringing the organization closer to its public
We become loyal and return to look for what we value. Customer retention is just one of the benefits of digital marketing. Online marketing makes it possible to establish clear communication channels with customers, allowing brands to get to know them better. When customers know and feel that brands are trying to understand them, it increases their satisfaction and loyalty.
Optimize the brand experience
The customer journey consists of all the moments of contact or interaction with a brand, on digital and physical platforms. A digital marketing strategy enhances the customer journey and ensures that all points of contact are effective. It also makes the whole process of information search, decision and purchase easier.
Digital marketing allows brands to speak directly to their target market with personalized messages, which creates the conditions for generating reputation and trust, connection with stakeholders. And when customers trust brands, the decision to buy is made easier.