According to Philip Kotler (considered by some to be the father of modern marketing), marketing is "the social and managerial process by which groups and individuals satisfy their needs by creating and exchanging goods and services."
However, this concept has been fed by other aspects of the company until it has become one of the most important departments. It is not only about creating a product and selling it to a person who needs it, but now this relationship between client and company tends to be closer.
In an increasingly voracious and aggressive market, concepts such as product or point of sale are dispersed.
The Changes Introduced by Digital Marketing
The classic 4Ps of Marketing , which are the ones you will see in the table below, have evolved to adapt to the digital scenario in which a new point of sale and a new way of advertising are incorporated.
Everything is aimed at offering the client, user or consumer, as you prefer to call it, a personalized 'experience' that makes them feel unique.
infographic on the 4 p's of marketing
Customer Experience
Nowadays, customers are looking for what industry experts call Customer Experience or CX, that is, they don't just want the consumer to buy the product, but also for everything during this process to be as comfortable and useful as possible for this consumer. Here's an example:
“I have a shop that sells artisan cookies. My goal is to get people to come in and buy my cookies. I put a huge sign on the door saying that it is a product made in our workshop, with organic products. Is that enough to attract my target audience? I have a top quality product, why not?”
Well, the answer is a resounding NO. First of all, having a good product does not guarantee you sales. Competition in almost any sector is huge and there are few ideas left to exploit. That is why Customer Experience comes into play here and how to make a simple and common product stand out. How?
Well, to continue with the same example, you could create a small area in your store where you can order a coffee and taste some of the biscuits you have on display. Also, if you decide to buy 3 or more units of the one you have tried, I will give you another one of a different flavour! You could also create 'sweet tables' where you display your creations of the week and give them away in exchange for a small survey to the consumer to tell you what their favourite flavour is. Or you can create packs of artisan biscuits with original packaging for gifts.
User Experience
The ideas, as you can see, are endless! And if you add the digital scenario, the possibilities of achieving a good customer experience multiply. Here you have to take into account the User Experience or UX, that is, how that customer interacts with your digital space, whether it is an app or your website. The ideal is to combine both experiences to create loyalty, which is what you should pursue with your marketing strategy, so that your customer becomes a recurring customer.
If this happens, they will recommend you and come back to you whenever they need that product or service that you sell.
With this ever-changing landscape, you are sure to have understood the importance of the Marketing Department. And now, it is Digital Marketing , which combines all offline and online strategies. In fact, it is one of the sectors with the greatest growth projection and whose professionals are and will be the most in-demand by companies .
Do you want to know what the digital marketing professions of the future will be?
digital marketing professions
What qualities should an online marketing expert have ?
As you have seen throughout this post, a marketing expert analyzes the market, detects the needs of consumers and turns them into business in a creative and original way. In other words, he creates strategies to promote the company's products and services. Below, I leave you with the characteristics that an online marketing expert should have , as told by 4 professionals in the field:
Miguel Angel Florido, CEO of Marketing and WebMiguel Angel Florido Marketing
Every good online marketing consultant must have 5 skills:
Field experience : carrying out projects and not staying within a purely theoretical framework. Continuous training : online marketing brings together many areas and disciplines of knowledge, and very broad, so it is essential not only to train but to be in continuous learning in order to be able to advise companies and other professionals in the most effective way possible. Organization: task planning is a very important part of a consultant's life, and this will influence our actions and our work to be more efficient. Management capacity: to lead projects and even teams of people. Research: search and delve into marketing actions to achieve a competitive advantage and obtain the best possible result.
The first and most important thing is to have a good academic foundation in Marketing and a specialization in Digital , although it is essential to have extensive professional experience in the sector. The basic laws that govern marketing are based on the knowledge and experience of the consumer from the first sales formulas. Therefore, it is necessary to know its foundations and strategies well, applying the advances and changes produced in the way of communicating and knowing and applying the tools that we use.
The consumer has evolved and requires rapid adaptation. To do this, we must be up to date with base de datos telefonos fijos technological changes, new formulas and have worked on them to understand them first-hand. Theory is one thing, but day-to-day practice is quite another.
It is also very important to know how to design different strategies for different brands or consumers. What works for one cannot be transferred to another, because it will not work in the same way nor will we obtain the same results.
Víctor Martín, CEO of Young Media and advisor to entrepreneurs and digital businessesVictor Martin Marketing
In online marketing, it is essential to be constantly up to date and invest in the best training: courses, conferences, training programs, etc. The world of marketing evolves and changes at a dizzying speed, so you cannot afford not to be up to date.
A company can offer the best products or services on the market, but without visibility it will never generate business. For this reason, channels such as SEO or SEM are the first ones in which you have to put your efforts. A good CEO must try to train himself in all those areas that are pillars of a business. Investing in marketing and sales, a little finance and management , I consider it a safe bet.
Juan Merodio, expert in Digital Marketing and Social NetworksJuan Merodio Marketing
Empathy is the main quality in online marketing. Subsequently, having knowledge of both strategy and tactics at a transversal level, in order to have a global vision of the options. Social networks have a large percentage in marketing, since they act as both a lead capturer and a communication and customer service tool.
To make your own website successful, the only key is to blog with passion and share what has been useful to you. “Give 10 times more than you expect to receive and you will receive 10 times more than you have given” – I call it “Karma 2.0”. Anyone who wants to be part of the marketing world must first learn globally and then focus on something specific digitally, since it is a very broad field and it is better to focus on a certain segment , for example, web analytics.