Post-digital marketing: complementary strategies between online and offline environments

[shukla7789]

The terminology is recent, but its effects are not so much. Connectivity is no longer an exception, but has become the rule. Mobile devices with the ability to access the Web have made instant communication reproduced in overwhelming volume, and the natural consequence of this is the growth of digital commerce. The Internet is the last word in media, as TV and Radio once were, and as such, it is essential for anyone who wants to be successful.

E-commerce in Brazil registered a substantial growth of 26% in the first half of 2014, compared to the same period last year, according to the Webshoppers report .

Segments such as books and electronic games are already recording higher online sales than in-store sales. A study conducted by the consulting firm KPMG found that, in the Americas, 76% of consumers prefer to buy online. Other figures show the growth of online commerce , which is performing better than traditional retail.

There are companies and consumers who are still overseas chinese in australia data to do business online. Buyers are concerned about security and privacy, while sellers are concerned about the advantages of online shopping over older media.

In this case, the customer, as always, is right. At least a little more so, since ensuring the security of online transactions is more complex than ensuring the results of investments intended to increase sales and retain customers.

Why invest in digital communication?
Contrary to popular belief, the biggest advantage of online media is that it allows for detailed and meticulous measurement of returns like no other. Communication on websites and social networks is equipped with control tools, such as Analytics and Webmaster Tools, provided by Google, which make it possible to know who, where, how and when a website was accessed.

The digitalization of communication even makes it possible to measure the return on media that previously did not allow this resource, such as print. The “miracle” is possible, at least in part, thanks to the QR Code, all you need is a cell phone with a camera. Like all means of communication, the Internet acts as a complement to other media, enhancing their effects.

The opposite also happens, with online commerce using advertising on television, radio and in print, with equally expressive results.

The mistake that many companies make is precisely imagining that investing in digital media is less safe, when in reality the opposite is true.

Success stories
Dinamicar Pneus , for example, invested for a long time in print media, without knowing how to measure the return on investment.

From the moment it began to make intensive use of social networks, content optimized for the website and other online communication strategies, it was proven that digital marketing is not only more cost-effective, but also brings a higher return than advertising in print media done in isolation.

Since 2011, the tire store chain in Rio de Janeiro has been gradually increasing its investment in digital media, allocating 60% to 65% of its total marketing budget solely to advertising on the Internet and content marketing. For 2015, management estimates that 70% of the budget will be channeled exclusively to digital media and social networks, with the surplus reserved for traditional media, mainly print media.

Another example is the restaurant A Propósito Food Service . To promote a wine pairing event, they used targeted advertising on Facebook , which performed very well. Through the social network, they were able to scrutinize the details of their target audience, which made the promotion much more effective, not in terms of volume, but in terms of arousing the interest of the right people.

Unlike Dinamicar Pneus, the restaurant A Propósito Food Service has been prioritizing investments in digital media since its opening, and the main reason for this, according to its owners, is greater transparency in measuring results. The advertising strategies involve advertisements and campaigns on Facebook Ads, with special attention to the mobile segment, targeted campaigns and exclusive content for Instagram.

The success of the events promoted by the restaurant is measured by the presence of the public at the restaurant's events, of which, on average, 80% of those present were impacted by social networks. It is an excellent example of a post-digital Marketing strategy .