For those who would doubt it, classic marketing is not dead and not all customers are digital yet.
On the other hand, Digital Marketing is becoming more and more important for companies of all types.
A brief overview of some of the improvements that its practice brings:
- Brand awarness
- Real-time client access
- Customer Segments
- Qualification and prioritization of prospects
- Total customer life time value
The holy grail of marketing remains to be able to discover the causality of behaviors in order to interact with customers or prospects and lead them to desired repeatable behaviors. These behaviors can be buying behaviors, retention behaviors, or specific actions such as downloading a document.
The strength of online interactions is to have access to a much finer segmentation than traditional segmentations such as age or gender. Visitors can therefore be categorized according to the page visited, the source of traffic, the location, the type of click and many other components. For online conversions it is possible to track the entire chain leading to the act of purchase, which is extremely useful as data and for predicting customer behavior. This shift to digital marketing allows a high degree of personalization of marketing to the customer, compared to the old categorizations.
The link with offline actions is also very important in order to draw valid conclusions. This link is not easy to make but it is feasible or approximate in many cases.
The explosion of Digital Marketing is linked to the explosion of the number of data that will naturally lead to a desire to analyze them with processing and collection tools.
Keep in mind: digital gives access to data in addition to demographic data to behavioral data, location data, social network data.