The demands of Digital Marketing grow with the increasing presence of the Internet in homes and businesses. Since the boom of the online world in the early 2000s, the Internet has reached 54% of Englandians, whether by computers or mobile devices. Thus, knowing the terms of digital marketing and applying them to the business is a necessity for the modern entrepreneur who wants to serve more than 110 million people, whether he has a neighborhood pizzeria or large industry.
It is a mistake to think that Digital Marketing Concepts are already in the ‘mouth of the people’: Recent Opinion Box research has revealed that everyday expressions in the digital world such as ‘Email Marketing’, ‘E-Commerce’ and ‘Content Marketing’ are well known for 50%, 48% respectively. % and 26% of companies. That is, from this sampling, it is possible to realize that more than half of respondents do not know the basics of Digital Marketing.
That’s why we’ve listed the most commonly used Digital Marketing terms and concepts, as well as terms that will really make a difference in your business.
Concept 1: Email Marketing
The most well-known term refers precisely to the most popular relationship channel in the digital world: email. Email Marketing is one of those emails you get after signing up for a particular site. It can be newsletter with interesting news, can be special offers, periodical articles, among others.
A survey by the Englandian Internet Steering Committee revealed that reading e-mails is the main reason for internet access among users in the country. Important is to understand that Email Marketing is not spam because the user must be interested in the content received.
Each email triggered must have a focused audience that will define its size, format and periodicity. A CEO interested in your company will certainly not be able to receive emails as often as an intern seeking information. We have a free best practice guide to boosting your Email Marketing strategy, but the key tip is: Build your audience with their own effort. Never buy third party lists.
Concept 2: E-Commerce
Online stores, also known digitally as e-commerce, trade products and services over the Internet. The model emerged in the late 90’s and has already established big names in the Englandian market, such as Submarino and Americanas.com (W2B group) and Netshoes, Latin America’s largest sporting goods retailer.
In general, online stores grew 17% annually between 2011 and 2015, and by 2019, should grow 11% in England, according to consulting firm Bain & Company. A slice that grows mainly between classes C and D, even with the economic crisis that plagues the country.
The main chase of e-commerce is that the model adopted in England by big companies involves a policy of low prices (below traditional retail), extended terms and free convenience, such as free shipping. What starts out as a boom in customer appeal can prove to be a huge burden on businesses as the account doesn’t close, it doesn’t hold up.
Concept 3: Content Marketing
The digital world is increasingly driven by content, be it text, videos, audio, images, etc. It’s the basis of social networks and websites that makes people search for you. It’s information: whether it’s from your neighbor, friend or relative in a social network, from politics in Brasilia or from the conjuncture in the Middle East.
We have already talked about Content Marketing, which comes in this web context as a content provider, but the main difference is that the production of information is behind a company. Content is used to promote a brand, increasingly focused on providing something contextual, interesting and really useful to customers. It could be the Milk Girl Nestle cookbook or the RedBull website, full of news about music, arts, movies and pop culture, subjects that interest the drink consumer, but without promoting it directly.
Concept 4: Sales Funnel
The “Sales Funnel” concept can be applied to both the digital and offline worlds (with adaptations), but is much more used by companies that generate results using the internet. The funnel reproduces each customer step from the moment they are just a visitor, a user interested in certain information on websites or social networks.
It is like, upon arrival at the store, being greeted by a sales consultant who guides the customer according to their needs and yearning for purchase until the time to leave the store, with the product purchased. But in digital marketing, this is much more oriented, since it is possible to have a more accurate knowledge of who is the target audience and how to reach it.
The Sales Funnel also defines the Buying Journey, which are the steps the customer reaches in relationship with a company.
He first finds the site for a solution to a problem, reads related text, sees an interesting proposal, such as downloading free useful material to help you solve the problem, downloads and accepts registration for receive more news, tips and useful information produced by the company. See how Content Marketing is a partner in all this? We are always talking about content!
Concept 5: SEO
More technical term, SEO stands for “Search Engine Optimization” or Search Engine Optimization and is directly related to Yahoo, Bing (from Microsoft) and Google, especially Google, which is the largest and absolute search site on the Internet. Google helps people looking for plumbers, taxis, airline tickets, hotels, restaurants, or anything else they need. You have a good chance of getting to this text after a Google search.
Being well positioned on Google is an important condition for making a business receive contacts often. According to company estimates, 70% of users click only on the first three links and the rest focus on the first page results.
Concept 6: M-Commerce
M-commerce is a contraction of “Mobile Virtual Commerce”, ie the concepts of e-commerce adapted to mobile devices. In practice, it consists of offering products and services on mobile phones and tablets, preferably on applications built to work according to mobile needs.
In addition to facilitating the purchase of apps, M-Commerce adopts facilitated payment methods, such as NFC for credit card recognition, integration with bank applications for cash payment, among other solutions characteristic of mobile devices.
Concept 7: Nutrition Flow
The material produced in the Content Marketing strategy and the email marketing has to reach the public in some way. That’s where the Nutrition Flow comes in, which will define with which content each potential customer will be reached. The goal is to build rapport with your customers through this content.
For example, the user searches the internet about learning how to draw, finds text with tips on the website of an animation studio. In addition to the text, a banner invites you to download a guide with tips for drawing landscapes after filling in some data, such as name, city and most importantly, email, and click to receive more tips by email. From there, you start receiving weekly new information to improve your drawing skills. In this case, the user has entered the stream and is being nourished with content relevant to their needs.
The Flow of Nutrition is always automatic, as it would be almost impossible for anyone to be in charge of triggering specific emails that fit the needs of each user. Therefore, to do so is necessary to understand how marketing automation works.
Concept 8: Inside Sales
One of the biggest benefits of the digital age is the ability to do things remotely. From in-store shopping to webinar design courses to sales. Yes, that need to meet in person with a prospect is less and less. The Inside Sales concept uses the many facilities of the virtual world to create sales processes that are ever closer to the customer, without the salesperson having to leave the company.
With a well-designed Content Marketing strategy, the entrepreneur seeking tips for entrepreneurship enters the Nutrition Flow to receive Email Marketing and begins to advance steps through the Sales Funnel to the point of identifying the need to hire a consultant. of business management and requests a contact. At the time of the purchase decision, the seller returns this contact by phone, email, Skype or other media without the need to move.
The goal of Inside Sales is to reduce costs (time and displacement spent on prospecting) and increase a company’s revenue. The tool for this? Digital Marketing and Sales CRM system!
Concept 9: Valuation
This term means “Company Valuation” and is mainly used in the financial market to define how much each company is worth, based on calculations involving growth potential and revenue generation, among others. In marketing, Valuation can also define actions that create value for a brand, such as customer proximity and ability to solve everyday problems, gain their trust.
If you have time, Professor José Roberto Securato Júnior of Saint Paul University explains on video what Valuation is, using familiar examples, such as Facebook. It is worth investing time in acquiring this knowledge:
Concept 10: Inbound Marketing
It can be translated as “Approach Marketing” and encompasses Content Marketing, Nutrition Flow, SEO, Email Marketing, Valuation and all other prior concepts, for the purpose of approaching, making a brand more familiar to the customer by content and the proposal to help you with your questions.
Inbound Marketing aims to create a new approach to customers without that aggressive prospection based solely on price disputes, megaphones, TV, radio and newspaper commercials, guerrilla marketing, etc. In practice, Inbound Marketing can be embraced by a wide range of companies, but the results are even better in businesses whose customer decision takes longer and requires more information, higher value-added purchases.
Concept 11: SaaS
You may not know the term, but it certainly pays monthly to use a program, be it antivirus, Office 365, AutoCAD or Photoshop, among many others. SaaS stands for “Software As a Service”, which represents a new model for selling programs and applications.
Before, the user had to pay a fortune at a time for the final license of a software. When a new version of it was released, that license was already out of date and it was necessary to buy the update or even new software.
In SaaS, the user subscribes to use a particular program and pays monthly or annually to use it. The value is diluted and accessible to a larger audience, who might not be able to pay thousands of dollars in a full software license. The model is a booming trend in the software market.
The term scares and is really new in England: Growth Hacking can be understood as the process of experimentation focused on results. “Growth” comes from the English verb “to grow” and joins “Hacking”, which in English refers to something that seeks to test and exceed known limits. That’s where the word Hacker comes from, referring to computer enthusiasts who dedicate their lives to discovering errors and flaws in code and systems.
In Digital Marketing, the term defines the search for better ways to grow a business and a product or service to expand its audience by exploring new channels and new ways to gain customers or even mastering technical resources and A / B testing. . In the offline world, it’s as if a store constantly changes its facade and location to see which one has the most customers buying.
If we could make a more honest definition, Growth Hacking would be defined in Portuguese as “Genial Balcony” or “Master’s Move”, the result of a work focused on finding ways to thrive.
One of the best known and oldest examples of Growth Hacking is Hotmail (now Outlook). Two employees of one company – Jack Smith and Sabber Bharia – are said to have created the email service for more privacy in messaging because they suspected that their corporate addresses were being watched.
The pair began sharing accounts with friends, relatives and acquaintances and grew reasonably enough to attract investors. One of these realized that the service was free and therefore the “payment” would be the inclusion of a sentence at the end of ALL emails triggered by the provider: “PS: I love you! Get your free email at Hotmail, ”or“ PS: I love you! Make your free Hotmail account ”.
Because email providers were paid at the time, such as AOL and Dreamscape, Hotmail “caught on” and expanded MUCH until it caught the eye of Microsoft, which made a millionaire takeover for the service to date and is the largest e-mail provider. emails in the world, ahead of Gmail and Yahoo.
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