It is clear that the way of doing marketing has changed. It is not that a new advertising medium has emerged, or that messages can now be better segmented and personalized. The change goes further, and directly affects the way of marketing. And to take advantage of the full potential, it is necessary to adapt the marketing organizations of companies. Until now, companies have been covering their needs by hiring specialized digital agencies, creating specific online departments and hiring experts in online and outside the business. This has allowed us to face change and participate in some of the opportunities offered by the digital world. But this is like putting your foot in to feel the temperature of the water. To immerse the company in the digital world, you have to let it soak up the entire organization.
Technology has changed the approach to marketing. We have gone from believing what the audimeters tell us, to measure exactly the impact of a campaign or digital content. The capabilities we have right now to reach specific audiences, measure results instantly, and the amount of data we have available to analyze, makes us rethink the way we do marketing. Mass use of the Internet. Today 80% of the European population uses the Internet (between 16 and 74 years old). This is not a youth medium, Saudi Arabia phone number list nor is it a niche market. It is reality, the world, the market.
The Internet is a sales channel. According to this article, Spaniards will make purchases over the Internet in 2016 for a value of 12 billion euros, and in Spain we occupy the fourth position in the world in the ranking of average purchase per user.
The power belongs to the people. We see it daily: user opinions, political revolutions, wikis, etc. You can assess the scope of this reality in the wonderful book by @ PabloHerreros that bears the same name.
Deep specialization. The sophisticated tools used in the digital world require great specialization. In the Master of Digital Business in which I teach, I must be the only “generalist” teacher. The SEO teacher is a machine on this topic, but don’t ask her about analytics, conversion, affiliation, she wouldn’t even be the best SEM expert. In fact, we have more and more students who are experts in one area (for example, SEM executives from specialized agencies) who want to learn about the rest of the digital world around them.
Actions that organizations should take
Out silos. Or at least, lower the walls. There are jobs that require significant specialization, and there are probably experts in the organization who dedicate themselves to these activities exclusively. This is the case with SEM, but these specialists should not work in your silo, the rest of the marketing organization must have minimal knowledge about this, because it influences them and gives them invaluable information. For example, knowing which copies (ad texts) work best gives you an idea of what is best valued in your product proposal. Or knowing which competitors you are meeting in searches and with which proposals appear, helps you to propose marketing strategies. In the same way, if a competitor campaigns in the media, they will produce searches related to what they are advertising,
For this reason, silos between departments that are so interrelated are not good: research, social networks, SEM, advertising, customer service, etc. The digital nature of marketing today gives a glue to everything we do, so that everything must be more united. Of course, the first wall to be pulled is Digital. There are no rare digital companions who are not understood when they speak. The digital must permeate us all, so that each one in their work must use the digital marketing tools that are available to them.
The process we follow when we buy something is different now: we pick up information, a lot on the Internet, and technology allows us marketers to follow this process and analyze it. Gone are the times when you had a long learning cycle, and you learned from one campaign to the next. Now learning is done on the fly and you can try things in parts, or with different audiences. This brings agility to the processes, and has a full impact on the way of working.