Digital Marketing, as a result of this new flow of users who needed to adhere even more comprehensively to digital practices, is more promising for companies that are committed to understanding and adapting their business. It is about taking advantage of opportunities and following trends, at the risk of becoming stagnant or following strategies that have already become ineffective in this new scenario.
The fact is that, nowadays, there are new practices and tools that have been aligned with the pandemic scenario, which has forced people to keep their distance, stay at home and, as a result, use the internet more. As a result, digital solutions have gained strength and Digital Marketing has advanced even more in importance, along with artificial intelligence and automation, which are new technologies that have “upgraded” the digital experience of both consumers and companies.
What was once considered “means and rice”, the basics in the context of digital marketing, is certainly not enough for your company to stand out. We will show below 3 common mistakes that companies have made in this scenario, keep reading!
1. Not having or not investing in e-commerce or website
As a result of isolation, people began to resort more to the internet and its facilities when shopping, including those who were still a little resistant to the idea of buying online. More than ever, consumers have the option of whether or not to go to the physical store to purchase what they need, being able to order online or visit them in person, depending on convenience.
This change in shopping dynamics brought benefits and also gave small entrepreneurs the chance to take advantage of business opportunities even without having a physical store. These claims are based on research carried out by Google that shows that these behaviors will remain after the pandemic and, as a result, virtual stores have become even more promising.
Not having an e-commerce , today, represents the risk of falling into the limbo of digital oblivion. In the same way, whether for the commerce or services sector, having a website is essential to demonstrate digital maturity (something that gives more credibility to consumers who only rely on the virtual environment to decide for their company) and achieve a good position. on search engines, producing informative, educational and institutional content that encourages customers to trust your company to meet their needs.
Therefore, try to keep your digital presence in order, creating a consumption environment that makes your customers’ experience something pleasant. Make the consumption journey easier and more effective, considering the optimization of this space and the individuality of each user, adding value to the purchase, always offering something useful and personalized.
2. Not considering the consumer’s buying journey
Everything is measurable on digital and companies need to use metrics to guide them. It makes no sense to apply a Marketing action focused on a linearity that no longer defines the user’s purchase decision, for example. According to research conducted by Google’s Consumer Insights team, people’s buying decision process is increasingly complex and non-linear; this means that people no longer necessarily follow the logical order of the sales funnel : top, middle and bottom of the funnel.
Most of the time, consumers tend to take a journey before making a purchase decision, which is basically about what, why and how to buy something. But the company, in turn, has in its hands the power to guide this individual, providing him with learning, recognition of the problem and consideration in effecting the purchase.
However, it is clear that consumer habits today are a little more unpredictable: he may be at the top of the funnel, but he jumps to the bottom of the funnel; or he can go back from the bottom of the funnel to the middle of the funnel. But what is this sales funnel all about?
This guidance, in practice, is done through content marketing considering the stages of the funnel where it happens: (1) customer capture; (2) when that customer already understands his need, but tries to solve doubts about products; and (3) the moment when the customer decides to buy, but needs to have confidence and decisive factors that make him choose your company.
It is through this Digital Marketing tool that the company will be able to map, through data and user interactions, the customer’s consumption journey, to improve its performance in the market. Incidentally, this tool may even make this journey more predictable.
3. Not advertising your products
When the idea is to gain more digital visibility and increase the number of sales, a great way to make this possible is by advertising products through digital traffic . Companies “sin” a lot for leaving this strategy aside, as it is through strategies to stimulate the audience that they can gain prominence among others, facilitating the arrival of more customers.
The main function of digital traffic is to increase the movement of users through the company’s channels. This movement, in addition to generating sales, also makes the brand better known, and this can be done in a paid way – through paid advertisements – or organically – using content optimized for search engines.
The purpose of paid traffic is to impact users and attract them to the company’s website or e-commerce to purchase or hire a service, all in a traceable way. Within this strategy, it is possible to control expenses through metrics such as CPC (cost per click) and ROI (return on investment), and thus save money. The best channels currently for this type of strategy are Google Ads (search network, display, Google Shopping and YouTube) and Facebook Ads (Facebook, Instagram, others…).