Modify work tools to increase sales
Forbes magazine exemplifies the above with the case of Logitech, a Swiss firm with a global presence, who in the face of the pandemic implemented a strategy and business model in digital channels, applying them to manufacturing email list provide advice, webinars, campaigns and virtual events, and training to their clients, in addition to focusing on the sale of their products through e-commerce. Its general director in Mexico, Desirée Ortiz, assures that previously online sales in Mexico were 30%, but when everything is over and the pandemic begins to regularize, they will be more than 60%. On the other hand, the director assures that the situation will have a permanent mark on the way they work.
This company has detected an increase in its sales thanks to products such as webcams, headphones and microphones, which have been essential tools during confinement. In addition, they have sought to integrate with their partners and clients by supporting SMEs that were not ready for such a situation through microsites, giving continuity to their businesses with new purchasing schemes and transferring in-person purchases to e-commerce systems.
As you can see, the path that companies must follow from now on is adaptability to people's new way of life, behaviors and consumption habits, which can be achieved through digital channels and above all by evaluating the new needs and demands of the public.
Digital media cell phone and laptop
But what is Digital Marketing?
According to Philip Kotler (considered the father of marketing), marketing “is the science and art of exploring, creating and delivering value to satisfy the needs of a target market for profit; it identifies unmet needs and wants. It defines, measures and quantifies the size of the identified market and the profit potential.”
On the other hand, Digital Marketing takes this concept and applies it to digital channels: it is defined as a set of actions and strategies in digital channels that a person or company executes with the aim of attracting new prospects, closing more deals, creating closer relationships with customers, adding value to certain brands or products and developing a brand identity.
It can also be defined as strategies aimed at the electronic communication and marketing of products and services, ideal for companies to communicate with the public in a direct, personalized way and at the right time.
What is the goal of digital marketing?
Its objective is not only to sell something, but to delve into everything that involves the sales process such as production, logistics, marketing and after-sales of the product or service.
Today, digital marketing strategies are increasingly moving towards personalization, delivering the right message to the right person at the right time in order to provide more than a product, an experience.
Now, marketing departments need to be part of the wave of changes and innovation derived from technology and new forms of communication through digital channels in order to positively exploit these channels, improve the performance or reach of companies, optimize internal processes and better connect with new consumer profiles.
