There's no denying it, the world is changing. People are increasingly consuming digitally, from consumer goods to emergency goods. We're overcoming the fear of online shopping. We're now buying via mobile, desktop, laptop, at work, at home, on the go, and on the bus. And companies that haven't yet recognized this new landscape need to adapt quickly.
O Digital marketing is not only the future of marketing, but it's the gateway for small and medium-sized businesses to compete in a market where previously they had a monopoly. Without a doubt, these new media and communication channels have democratized information, creating highly segmented channels where investment can be lower and impact greater. A boon for entrepreneurs.
The fact is that digital channels are faster, more versatile, and much more accurate. So it's no surprise that the internet has expanded enormously in recent years. This is the year mobile surpassed desktop. Globally, 86% of users conduct mobile research before purchasing, and surprisingly, we're only just getting started.
Let's get straight to the point and list some of the media your company can use to reap the benefits of the digital world:
- Search Engine Optimization (SEO)
– Blogs
- Video
It's a long list, with diverse strategies across a wide variety of channels and platforms in a complex world, yet tangible for any company. It's no longer an option; it's a necessity.
So, should your company invest in Digital Marketing?
If you consider the amount of money you'll invest in a Facebook campaign and compare it to the amount you'd need to advertise on television, you'll see that online investment would represent only a fraction of that amount. Now think about an advertisement. Who today, in such a dynamic and fast-paced world, watches a television commercial after being interrupted in the middle of their favorite program?
Only with Digital Marketing can you advertise precisely when consumers are in the search phase. They search for "hearing aids," and you're there. Imagine the effectiveness and return on investment you'll achieve if you can be present at this stage.
But one of the main reasons the digital world is taking things to the next level is that everything can be tracked and monitored. You can measure the effectiveness of your campaigns and obtain valuable data on how your audience reacts to certain stimuli, instead of having to invest a significant amount of money in research.
In 2014, the Brazilian Electronic Commerce Association (ABComm) estimated that e-commerce in Brazil generated approximately R$39 billion, 27% more than in 2013. This demonstrates the rapid growth of the sector and the reality of digital marketing. And like any reality, it's best not to ignore it.
