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Better Approach of Digital Marketing For Business in 2022
The last few years have been characterized by a steadily increasing complexity of digital marketing.
Complete ecosystems emerged from individual social platforms, which enable us to have a strong digital presence and achieve high coverage, even off the website.
In addition, there was a multitude of new software tools and touchpoints, which should ideally be embedded in the sense of integrated marketing.
However, the increasing variety of new media, software tools and touchpoints makes the digital landscape quite confusing and complex, especially for medium-sized companies.
Not every company from industry, commerce or the service sector can afford its own SEO manager, automation expert or social media manager.
SMEs in particular should think about which new media and possibilities they actually want to use, chaktty advised.
As a tech start-up, we have supported companies from a wide range of industries with digitization.
In this article we give you an insight into our experiences and show you how to successfully initiate the digital transformation.
Similar to a jigsaw puzzle, According to Tech pally designing a good layout is recommend from the start.
This includes the development of a stringent marketing strategy and the customer journey design derived from it.
Conceptually, the following considerations flow into the development process:
- Strategic segmentation and formation of strategic business areas
- IT system architecture and data strategy
- Strategic positioning and design of service mix
- Weighting between inbound vs. outbound measures
- Weighting of existing customer care vs. acquisition
- Choice of target group-oriented (lead) instruments
- Conception and design of the customer lifecycle Model
- Integration of all channels in the Customer Journey Map
After the above aspects have been worked out, it is usually time to check your master data: How large, up-to-date and complete is your address master?
What percentage of the total market do you cover with it?
Our partners deal with many of these questions.
At the same time, we are observing that many are finding it difficult to survey their market potential at all or to enrich target group data.
This is also confirmed by a survey by Business pally magazine, which shows that the main challenge for marketers is to build up enough customer knowledge for conversion optimization
With the help of our national B2B company database, we can remedy this.
Based on NOGA industry codes, company size and other attributes, we narrow down your target group and evaluate it using lead scoring.
Thanks to modern methods such as web crawling but also traditional statistical methods, we receive target group data that will surprise you.
As the first Swiss provider, we have managed to set up a national agricultural database with target group data from farmers.
The main problem was that only a small proportion of the approximately 53,000 Swiss farmers had an entry in the commercial register.
In addition to the approximately 20% farmers with an HR entry, we managed to set up a national agricultural database using alternative sources and methods.
This enables actors in this value chain to have direct access to your target group, which means that advertising measures can be designed in a much more targeted and cost-effective manner.
BENEFITS OF DATA-BASED MARKETING
But what benefit do you generate as a marketer thanks to professional data management? Quite simply: By doing without expensive, wide-ranging traditional advertising instruments, you save a lot of money.
Ideally, you develop your users over several stages to become buyers: Starting with the subscriber, through the test user, to the paying customer.
This further processing of digital leads is referred to in Anglo-Saxon as lead nurturing.
The paradigm shift from classic advertising to omni-channel marketing is accelerated in the digital age by marketing automation software.
Thanks to technology, data, scoring and tags, automated, target group-specific communication can be set up, which is based on empirical user data and is therefore relatively reliable.
Measures from the performance marketing repertoire often follow a comprehensible pattern: new customers are approached offline, while attempts are made to convert the lead to the online channel as quickly as possible.
This can be done, for example, via a QR code followed by a personalized landing page (PURL).
As soon as the lead enters the digital space, an attempt is made to win the opt-in through premium content, additional features or subscriptions.
From then on, the entire user journey is recorded using tags, scores and tracking pixels and stored in the user profile.
Whether you click on a button, download a document or call up individual product pages, the transaction data is now recorded and used for differentiated content display.
Thanks to the digital footprint, Marketing and sales not only target the most profitable segments, but more importantly the leads most likely to buy. Now it’s time to harvest 😉
Finally, you bring these efforts together visually in the customer journey mapping and thus coordinate the instruments and touchpoints with each other.
Of course, a suitable analysis tool must also be used to control and manage the customer journey.
This allows you to measure and optimize the marketing funnel, but also individual touchpoints in real time.
When integrating the channels, many companies inevitably face the challenge that data is often kept decentralized.
This makes the 360° view of the customer journey more difficult, which brings the use of data warehousing solutions into focus.
You can also obtain databases relatively inexpensively from the cloud using the DWaaS model (data warehouse as a service).
Successful marketing thrives on a healthy mix of data.
WHAT IS GOOD DIGITAL MARKETING?
According to Bluedigitalpixel digital marketing group, a Really good digital marketing is holistic, data-driven and customer-centric.
A target group-specific mix of online and offline instruments, which are combined across media, ensures a consistently high level of brand awareness among the target group.
The communication content is played out automatically, individually and personalized. Instead of wide-ranging instruments, dialogue measures are primarily used in outbound.
Marketing and sales campaigns are coordinated and pursue a common goal: cost-effective, effective conversion.
Through the consistent use of media tailored to the target group, you create a high level of recognition and prevent individual measures from coming to nothing.
As a visionary, you keep an eye on the big picture and use focused instruments with a high ROMI.
Thanks to a scalable system architecture, you can monitor, control and further develop your customer journey along all touchpoints.