Don’t Go Blind Fly!
Imagine that you must take a plane where the pilot got no instrument. Just the rudder. The device flies perfectly and have no breakdown. You could say it works, because it can take off and landing, but nobody know where does it lands.
It is in a plane in perfect shape, just have that “little issue” that it doesn’t inform the position nor the actual status.
You’ll take it?
Now consider an enterprise that start to develop brand presence on Internet without any planning. Visitors will reach your page, join your social networks. You also could have some conversions.
You will know the outcomes of your actions, but it will be very difficult to understand when you actually are having success or not. You only could be sure if you have objectives and goals to control. Come on, when you are successful you got more revenue.
And, you know? When you don’t have any information about how the outcomes of your web presences are going, you can’t optimize your site to improve them.
It is like blind fly. The enterprise is on that plane where the pilot got no idea about how it is flying. There are many planes flying over there, just by intuition, without knowing why they are still up.
What if the planes goes straight ahead to a mountain?
If this is your case, you and your enterprise are not the only ones. A Smart Insights study surveyed more than 750 members on various executive and management positions on enterprises throughout Europe and the United States. The results show that those enterprises:
- The 50% doesn’t have a digital plan but they were digitally active
- The 50% doesn’t have a strategy and also they were digitally active
- A 45% doesn’t have a marketing plan that adjust to the strategy
Those results could make you say: “well, if there are so much enterprises on my same situation, I’m not that bad”. A valid point, but what if you change that thought. Try “if there are so many enterprises in this very situation, there’s a bunch of opportunities to differentiate!”
Fly high, fly secure and knowing where you go
The Digital Marketing, as the traditional Marketing is about attracting people. Ones that desires something that another ones have it. The exchange happened for an established price. Since here, nothing strange. What is different are the channels that establishes the relationship: the Internet and every electronic device connected to it.
Digital Marketing is about Internet and desires of clients and sellers. Another way to say is: it uses the relevant web tools that your target requires.
Your web is the plane and the route where it flies, the objectives of your page. The navigation data will be the Marketing Digital: how many people arrives, how they come, what they like, what they want…
The ways to promote yourself can be also used to get data to improve:
- The Email
- Google Adwords
- Your webpage visitors
- Social Network
Digital Marketing attract people to your site and convert them into clients. It is a two ways process where information is the key. The data helps you to:
- Know your clients
- Turn desirable your site and products to your clients
- Offer to your clients what they need at the time they make a query
- Optimize the data gathering tools to enhance their accuracy
- Take relevant business decisions that improve your sales
- More revenue
Digital Marketing analyze what it is said, what it is done and what it is showed. Every element of your web page or in your social network or at the Google Adwords can raise or reduce your sales. That’s why information is very important: it is not about change just for the sake of it. Is about doing modifications based on data.
For example, if you know what is saw most frequently by your visitors or what they make click, you could understand many things. One of them: the most attractive parts of your site, according to the clicks. Or realize that some elements can be taken as buttons and get clicks, you lose those clicks. They could be done on elements that helps you out to transform those visitors into clients. So, there is something you have to change.
Digital Marketing is also about time
Imagine now that someone arrives through a Google Adword of a dress… but it turns out that you got more clicks on your newsfeed to receive more information on your products! Maybe you should focus on promote your products information, don`t you think?
Maybe at first your direct sales won’t increase. But with time the information gathered will persuade your client that your enterprise is trusty and will buy from you. And also, you could be recommended!
The immediate data are great, but it finishes so soon. The outcomes reached mid or long-term are better: loyalty, more purchases, and recommendation. Those are maintained through the time.
The data gathered through the Digital Marketing tools requires time to be analyzed and to be used at full strength. Partial information leads to take decisions with a high degree of mistake. Patience is so necessary, before seen the improvements in effect.
At this point, is not useless asking again: will you take that plane without instruments?