The 2 main villains of Digital Marketing (and how to end them)
A common challenge for every company is when your marketers find themselves in the task of runningthe Digital Marketing planning. One thing is to plan. The other (very very different) is run.
Some of the main challenges revolve around the following items:
It is not easy to gather all these assets and arrange them so that they can generate the expected results.Although all of them are of fundamental importance to the success of a strategy, in this article we will focus only on the first two items: Time and Money
I have no time
With the exception of large companies, many other companies have very streamlined marketing departments where it is common for a professional perform multiple functions. It is not uncommon to find companies where the only marketer (or few professionals) is responsible for organizing events, the production of corporate materials for internal marketing, the product strategy and also across the digital marketing strategy.
We know that the “madness of everyday life” with so many activities going on running a Digital Marketing Planning is affected negatively by the lack of time to devote exclusively to the project. This happens every day, we are not making. We serve companies and professionals with these problems routinely.
However, the lack of time can not be a justification for the fact of not implementing a Digital Marketing strategy for the company. The investment of time in executing a Digital Marketing Planning in this will make you and your team save time in the future. As?
Think you will work to build an asset that will be a key tool to the sales area. Through various strategies, the goal will always be to maximize the ROI of investments making these results can be replicated and expanded to reasonably predictable way, through an automated marketing structure. This will make you and your team are responsible for creating this new way of understanding the digital marketing and will be recognized within the Empesa.
Of course, all this does not happen overnight, but the systematic execution of a well thought out digital marketing planning can bring excellent results already in the short term for companies that still little invested in the area.
Another important issue is to decentralize the functions of digital marketing. Imagine the production of content for the blog, for example. You can involve several people from different areas of your company in this role. This, in addition to contributing to the increase in time for the marketing team, will bring the experiences of other people from different areas to talk about a specific subject covered in Blog or company website. Of course, not everyone will be able to meet this demand, but in practice we see that many people enjoy and contribute voluntarily when they are given this opportunity.
Finally, a question that more and more companies are investing in is hiring a specialized partner that will offer all the support in the implementation of a digital marketing planning. We have seen that a lot lately here in Mirago. Companies, for lack of time of its professionals, choose to rely on another specialized company that will combine efforts in order to achieve the desired results.
This partner will have the role of a consultant who will plan, train customer staff and implement the execution of a digital marketing planning in pursuit of the goals set.
I have no money
Perhaps worse than the lack of time is the challenge of lack of money in business. Many of them know they need to invest more in Digital Marketing but stumble in the underinvestment problem. In most cases we see that this justification does not hold. Investing in a domain, a blog and social networking accounts do not require big investments, just creating content (which can run into the lack of time, we have seen above).
Another good argument that can ruin this justification is the fact that digital media allowed something unique for businesses that until a few years ago did not exist:
- refined segmentation (you can reach the audience that interests you, avoiding dispersion)
- Measurement in real time (analysis of return on investment)
- Ability to correct course (Trial and Error, then correction)
- relatively low investment (compared to traditional media)
All these points actually made companies save money. In traditional media like radio, TV, newspapers and magazines you did not have these characteristics to advertise.
Another very important point: The issue of ROI (Return on Investment). Some companies we serve had a very positive ROI (usually service companies). For every $ 1.00 of investment, we returned R $ 6.00 to R $ 7.00 in sales. Let’s take a real example: We’ll call ABC company. The company ABC, a service company, we had an ROI of 600% (for every 1 real invested, we returned 6 reais in sales). We checked with the customer all the costs involved in your transactions, and we saw that he had a final margin of about 12%.
This client wanted to reduce their investments as considered a high value for his business. However, these figures show it (by means of a historical results) and suggests just the opposite: it invest more. At unwillingly accepted it and the end result was more revenue while maintaining profit margins, which generated a total profit increased month by month.
No matter what your main problem today (time or money). In fact the current market, there is no way to justify not strengthen their digital marketing strategies and know that the construction of this asset will be key to the survival of many businesses in the coming years. We hope this article has helped you and deeply reflect on their digital marketing strategies and your company is doing a good job of that.