Given the ease with which they can list of turks and caicos islands consumer email now access information, consumers have become more demanding, critical and have greater decision-making power. They now have the opportunity to compare the price and features of products from their devices, causing brands to be more exposed and have to make a greater effort to please them, modifying their current strategies to adapt to these changes in consumer behavior.
Why is it important for companies to modify their marketing strategies?
Today, most Internet users connect to the network through their mobile devices and computers to search for information, make transactions, purchases and payments. Between 2017 and 2019 alone, the country increased its online consumers by 38 percent.
In addition, the Study of Media and Device Consumption among Mexican Internet Users, by IAB Mexico, showed that 49% prefer online shopping because they consider it faster and more practical, while 81% compare prices on the Internet before making their purchase decision.
In this sense, companies need to focus their marketing and sales strategies on the different digital channels, since consumers now prefer to inform themselves, buy and interact with brands through their websites, social networks, business blogs , among others.
Traditional Marketing vs Digital Marketing
Traditional marketing and sales have been characterized by being invasive and lacking empathy with consumer needs. Calls are cold, audience segmentation is basic (age and sex), advertising does not deliver relevant content, and there is no constant communication with users.
On the other hand, a digital marketing strategy allows companies to stay up to date in an era of digital transformation, which will make them more visible, thus improving customer service.
Here are some characteristics that will help us compare the performance of these two types of marketing strategies:
Attracting the target audience
Traditional marketing delivers brochures, newsletters and television ads to reach people en masse. On the other hand, digital marketing makes use of quality content to reach the target audience.
Here, blogs are born with the rise of the Internet as a tool to attract visitors to the site by delivering relevant articles that meet the needs of consumers.
Positioning
Previously, a brand was made visible through traditional channels (radio, TV, newspaper) on a massive scale, however, currently 82% of people follow brands on their social networks to stay up to date with news, as well as to find out about promotions, see user opinions and more.
Digital marketing implements positioning strategies to place our different contents (images, articles, infographics) at the top of the web.
Advertising
Advertising in traditional formats is expensive and does not reach the desired audience. On the other hand, digital advertising is more versatile and accessible. Whether we use ads on social networks or search engines, these can be segmented demographically and can be assigned a budget for the amount of time we want it to be circulating on the network.
Loyalty
Traditional strategies are focused on getting sales, without worrying about creating close and trusting relationships with customers. On the contrary, digital marketing uses its tools to maintain two-way communication at all times, obtain leads that are really interested in the brand, and offer a sales team focused on resolving doubts and concerns about the products.
After reading this article, you now know the characteristics of each of these marketing strategies, which will serve as a guide to make the right decision about the efforts that will be used to support the fulfillment of the company's objectives.
