Why Digital Marketing is Essential to Today’s Businesses.
Digital Marketing is much more than creating a website or a page on social networks. Companies that don´t have an online strategy stay behind and get outdated compared to the competition. Not to mention they lose interest from the public. Are you going to let your company fall behind?
Digital allows segmentation. When you place advertising on a newspaper, you have no idea how many people see it. Yes, there are ways to know how many people have bought the newspaper, but that doesn´t guarantee that they saw your ad. And whoever sold them the newspaper will not be counting the gender of the customers or their age to tell you. Digital Marketing offers you a 2 in 1. It can be the newspaper where the ad is, and the seller to give you all the data you need.
Another important aspect is the detailed evaluation of the results obtained from the implementation of a particular strategy and its redefinition. It is essential to know what has worked and what has not. And almost immediately you know what adjustments you need to make.
All this serves to tell you that investing on Digital Marketing will make you stay ahead of your competition. You will know your audience and how to speak to them in a language that they understand. In addition to this, online makes life much easier for customers, who have little free time and appreciate the convenience. Therefore, something simple like the possibility of buying a product online can make the difference between your success and that of your direct competition.
The easier you make life for your customers, the more they will prefer your business over others, even if your product is more expensive than alternatives.
Attention to the Millennial Generation.
The Y generation (born between the 1980’s and early 2000’s) grew with the “eighth wonder” of the modern world: the internet. They are the first digital natives, and much of their life flows within their smartphone. Friends, professional network, daily news, music, movies, videos… all their favourite e-commerce and online shopping websites.
They are multicultural, tolerant, children of globalization.
They are also known as Generation Me because they are the great protagonists of ‘selfies.’ They prefer personalized products and tailor-made services – this is the current significant challenge of the market.
The Millennial Generation were born and inserted into a digital culture, and for that reason, they appreciate the easiness and convenience when they look for the products and services that they want. Also, they are exposed to extensive information, follow different brands and use multiple platforms. This means that they will only pay attention to your brand if you can surprise them and produce content that holds them. Once again, digital is the right way to reach this generation, who are the consumers of the present.
But what is the profile of this generation that already represents about 20% of the global population, many already decision makers with significant buying power?
- Internet Access – 94%
94% of Millennials have access to the internet and use at least one social network. This proves the importance of this target in any online strategy, so it is necessary to create shareable content that appeals to this generation on an emotional level.
Source: UAB Business Degrees, 2015.
- Smartphones – 84%
More than 84% of Millennials have a smartphone, so they expect brands to be equally connected. They see the online activity as an important addition to the offline world. Still, 54% state that social networks have contributed to relationships with friends and family. Millennials spend twice as much time online (including online video services) than previous generations (11 hours a week vs. 5 hours a week). 65% of Millennials show interest in product reviews, regardless of area.
Source: Goldman Sachs study, released by Tetra Pak, 2016.
- Social Networks – 94%
94% have a Facebook account, and 66% admit to posting on social networks at least once a day. 65% of Millennials between the ages of 20 and 25 have Snapchat and 69% Instagram. The figures drop substantially between the ages of 31 and 35, with only about 27 percent claiming to be in Snapchat and 49 percent in Instagram. It is thus perceived that the Millennial generation integrates within itself several sub-groups with particular characteristics.
- Consumer Price – 61%
According to a 2017 YouGov Study, 61% of Millennials have changed their favourite brand in the last 12 months. This generation of consumers is 1.5 times more likely to choose brands that they connect emotionally with rather than brands that simply explore them to buy an advertised product.
Source: Google Study and Ogilvy & Mather.
- Online Shopping – 86%
86% have used their smartphones to purchase something. 40% would stop buying in cash if they could use smartphone cards or pay at all merchants. 47% use social networks while shopping. For other ages, this figure drops to 19%. 47% of Millennials are influenced by buying decisions on social networks;
Source: Stores magazine, January 2016.
As you can see, you will only be able to reach them by having a high digital presence. If you don´t have an online marketing strategy, you will most likely lose this public, which is growing more and more as time passes. The millennial generation are today’s, and near future consumers, so to be able to reach them is fundamental to the success of any business. Digital Marketing can also facilitate and accelerate processes and allow you to get to know your customers even better than the back of your hand.