The role of marketing has been changing rapidly in recent years, as the public's consumption habits have changed dramatically.
Even companies with a track record recognize the importance of marketing when it comes to gaining credibility and boosting interaction with their customers. But when budgets and resources are scarce, this vital role is often ignored, with attention being transferred to commercial areas and sales concerns. However, this approach means missing out on a tremendous opportunity to expand influence and develop business.
The need therefore arises to examine whether communication efforts are aligned with customer behavior, particularly when we consider a different reality in the field of communication and the transformation of consumer habits, the search for information and global trends at work in an increasingly global and digitalized market.
In this online context, the possible impact of digital footprint of the brand and its sources. It's not enough to create a Facebook or LinkedIn page and hope that our audience will inevitably “stumble” across it; a digital strategy must make use of a robust profile that includes complementary, informative and dynamic platforms, as well as content that can be easily shared and that enhances interaction.
It's important to analyze the type of information shared at every stage of the online relationship journey. What should potential customers know about your business when they are doing their research? Are there specific success stories you can share publicly that will have an effect on your target audience? How can you encourage further contact and influence the purchasing decision?
Although casting a wide net to attract as many contacts as possible has been a popular strategy in recent years in this online dimension - and is still the focus of some companies, the trend is towards developing targeted marketing for specific customers. But this segmentation implies a more complex process and the ability to create personalized emails, targeted publications and campaigns that aim to respond to specific demands.
The role of marketing has changed in recent years and the transformation is ongoing. Keeping up with this trend requires the ability to rethink strategies and implement original solutions.
The days when communication could be a minor concern or something improvised are over. Organizations and communication professionals are expected to be more sophisticated and ambitious when it comes to reaching their audiences.