What Business Leaders Needs To Know About Digital Marketing?

Digital marketing is used by more and more companies, and to some extent it is known and understood by all leaders in companies. Nevertheless, executives could make more informed decisions if they looked at digital marketing company in more detail. 

For most people, digital marketing often means only two numbers, so it is viewed only in terms of costs and traffic, and often only in terms of costs. This does not bother digital marketing agencies too much, but companies are losing out. First, they lose opportunities, as digital marketing at various stages contains a lot of data with which leaders could make decisions about short-term and long-term moves. Then they lose by investing less in digital marketing than it would pay off, or too much. They are also losing out because, due to a lack of understanding, they are not leading companies in the direction of digitalisation and instead enter it with restraint.

Digital marketing has proven to be an extremely effective way for many companies to gain new customers and increase sales, but there are also companies where digital marketing, as they say, "does not work". How can one and the same way work for one company and not for another? 

It seems that the difference in how profitable digital marketing is depends not so much on the industry or the story of the company, but on the approach of the leaders. Only through their activities can they enable digital marketing agencies to work better and, like their employees, lead them in the right direction. 

This does not mean that digital marketing should go the way the director imagines, it just means that some investments and steps that the digital marketing agency proposes or presents as options are approved and supported by leaders, while others are not.

Leaders can completely change the effectiveness of digital marketing and have a strong impact on results, only if they understand it well enough. Understanding, however, is not a matter of knowing the concepts but is based primarily on understanding the consumer and his behavior online, on understanding the buying process, that is, how a purchase is made at all. It is also important for a company to enter digital marketing with realistic expectations and to the agency with the right questions…

How to understand the consumer

Why would you even understand a consumer?

Digital marketing is based on web analytics, studying user steps, and measuring performance. The more we understand what is going on, the better we can apply it.

If we were to start from consumer behavior, we would expect the first results from digital marketing in half a year.

Consumer behavior online is predictable and has its own laws. According to Google studies, there are two ways to buy.

Why Every Digital Marketing Needs Retargeting?

Remarketing is remarketing. It is done by targeting ads to users who have visited the company's website in the past. After homework, remarketing is the display of ads to past visitors to your website. If someone has already visited the website and left it without placing an order or placing an inquiry, he has already said that he is not interested in the offer, right? Not exactly. Because users need more time to buy a product, when deciding which product to choose and which provider, it is important to keep alerting, which is not all. At this time of consumer decision making, companies have a difficult task. They need to build a relationship with the user and get them to trust them more than the competition. By providing quality and relevant content and delivering it to the user at the right time, the company builds a relationship and builds trust.

What is the ideal approach of digital marketing company?

All agencies would say that there should be “enough” money for digital marketing and that it should be taken into account that the results are beyond measurable, thus making campaigns more effective, as analysts show. Perhaps such an approach does not pay off the most. A company that does not have enough funds for digital marketing will find it difficult to achieve satisfactory results. Such companies are usually too demanding or. 

Expect too much, given the amounts they invest. This necessarily leads to dissatisfaction. The other extreme is companies where honey and milk and money are dripping all around. Even such usually do not have effective actions. The point is that digital marketing does not only require resources and trust from a recognized agency to operate effectively. It is essential that the company is ready to adapt its "offline" processes to digital processes. This covers everything from prices to the way and division of labor, purchasing products, conditions,… For the web, many processes need to be adapted to make the company more competitive in the digital world. Very important factors that affect the effectiveness of digital marketing are:

·         speed (order execution, delivery, service execution,…)

·         responsiveness (on request, call, question,…)

·         prices (products or services)

·         conditions (product warranty, quality; possibility of exchange, conditions that reduce customer risk,…)

·         reliability and trust (how reliable does a company look? Is it trustworthy?)

These are just a few of the factors that affect how effective digital marketing will be and all of the above goes beyond website and ad content. Therefore, it is always imperative for companies to adapt as much as possible and as much as makes sense, as otherwise they present their downside to potential buyers.

Digital marketing company is effective in the long run

Digital marketing is effective in the long run, but it can also bring good results in the short term. The success of digital marketing strongly depends on the level of competition and how active it is. If competitors invest a lot in digital marketing, then just maintaining positions in the digital market and thus traffic requires a lot of work and resources.

One of the reasons why digital marketing is more effective in the long run is the initial investment. This means analyzing, creating and customizing websites, setting up campaigns,… It all costs something and this investment pays off more easily over time. Other reasons lie in the effectiveness of digital marketing campaigns, which over time become increasingly effective through analysis and optimization. The third very important thing, however, is non-paid traffic. Any good digital marketing also involves optimization on Google, referrals from other sites, increasing user databases (email, Facebook). If there are more and more unpaid clicks from Google, more and more unpaid clicks from Facebook and Twitter, more and more clicks from email campaigns, then there are more and more conversions, and the cost of one grows proportionately.

In the most competitive areas, digital marketing only pays off if non-paid channels are carefully selected and combined with paid ones.