Keys to understanding the digital marketing of your brand
As of today I still find episodes of disorientation in what refers to digital marketing by advertisers. It is customary for such episodes to have points of convergence in the on / off mix.
The evidence comes to light when evaluating off-line campaigns along with on-line campaigns. Perhaps, understanding how the information is consumed on the Internet today and concluding that the generation of interest and attraction in on-line – beyond impact – is the way to build a good digital strategy, we will be able to lay the groundwork for setting a good Course without losing the orientation.
On Air. The activity in digital marketing is permanent 24 · 7 · 365
Digital marketing is an activity that in many of its disciplines is constant at all times. Understand that the digital identity of your brand must be dynamic 24 hours a day, 7 days a week and 365 days a year is key. To this permanent record we must necessarily bear in mind three key concepts:
Information consumption has definitely changed
Accepting change is already a step, a good symptom of adaptation and by which measures are taken. Let us summarize that change:
Infoxation Vs Recommendation
Facebook proves it every day with its growth data. It bases its evolution on how information moves between friends. The recommendations generate attention, Facebook happens every day. And let’s not forget that your discharge on Facebook was given, we are practically sure, because a number of friends of yours had already registered and they had recommended it. Let’s understand this to continue to address the digital marketing of your brand.
The more information (vast volume of information), the more need to locate prescribers from information sources that, as a user, separate the wheat from the chaff. They are real sources on which to place more trust with respect to others. Your information covers a part of my concerns as a user and with them I stay.
Any brand, business or personal project can enter into such referential sources. How to do it is another story and will always depend on the nature of each brand and context.
Digital Media: Win Vs Buy Now
At no point do I want to question the off, however I think it appropriate to raise the on-line and sucapacidad to generate interest where it touches him because, after all, he is also able to create new ways of understanding a brand.
We believe, and we only believe, that even today the off-line is overrated. There are several studies that point out that actions related to attraction marketing are more effective than those based on impact generation. That is, it is more positive for any brand to gain attention than to buy impact. Especially in the long run.
It is necessary to give value to the digital content, the freedom of the user to choose you, the independence of consulting you when and how you want and the new formats that facilitate this process. In the end, thinking about the key of attraction will make us think more about the user and it will be at that point where we will make the change and, in turn, take the reins to worry about how to measure this new dimension, something that we can leave For another post.
Beyond specific techniques in digital marketing, it is advisable to establish these bases and open your brand awareness to them, assuming them to face the next challenges – more tangible – in more specific actions.