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Digital marketing strategies as allies in the new normal

The digital marketing strategies are not magical solutions from which we see results in a short term. Professional and academic knowledge is necessary to achieve success in this field.

The strategies of digital marketing are not a novelty by themselves. Both the concept and its applications have been with us for several years. However, the need to resort to these had been a reluctant and skeptical thought among many organizations.

With the global covid-19 pandemic, digital marketing became the lifeline of those companies that, until now, had only seen it as a complementary tool within their strategy.

Sports, corporate and musical events are a clear example of how an important sector of the economy had to make a hasty transition to digital through the creation of new formats. They only had two options: incorporate digital marketing within their objectives as an organization or close the business permanently.

Additionally, social networks also accelerated their imminent evolution towards virtual stores, since, together with mobile applications, they became the allies of millions of people who had to continue their lives without leaving home.

Of course, after the results obtained, organizations finally saw digital marketing as an effective option to approach increasingly digital customers in unpredictable scenarios and times of full uncertainty.

For this reason, Sergio Cuervo, Master in Administration and specialist in Information Systems and Technologies, proposes some recommendations for companies and entrepreneurs who wish to design digital marketing strategies in this “new normality”:

  • Digital marketing goes beyond a website and profiles on Facebook or Instagram. The first thing that must be taken into account is clarity in the business model and the most appropriate channels that it will cover.
  • Have a clear and defined value proposition.
  • The conception of homogeneous customers with the same consumption habits just because they belong to a common generational group is a precarious and obsolete vision. For example, in the case of millennials, there are consumption subgroups with radical differences between them.
  • A good customer experience is a value that must remain in the transition to digital. In addition, a good shopping experience is not only limited to paying for the product and picking it up.
  • Behind every digital lens, there is an investment of money. Positioning in search engines and networks is not always free.
  • There should be a constant evaluation of results. A timely measurement, through the different analytical tools, will allow identifying failures and successes that will be key in decision making.
  • Digital marketing, like traditional marketing, maintains fixed pillars: it is not only communication, it is also product, price, distribution, processes, innovation.

Digital marketing strategies are not magical solutions from which we see results in the short term. Professional and academic knowledge about the dynamics and trends of digital marketing, coupled with constant work, is necessary.

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