How Marketing has changed

Changes in the Buyer

How Marketing Changed - Google's Zero Moment of Truth

BUYERS HAVE LESS TIME AND DELAY THE FIRST CONTACT WITH THE SELLER

Buyers prefer to use the time to research the information they need to make a purchasing decision on their own. In both B2B and B2C, buyers complete between 57% and 70% of their purchase process before contacting a seller. If our Marketing is not pro-active, by the time sales get to talk to the buyer, much of the decision has already been made.

THERE IS AN OVERLOAD OF INFORMATION AND CONTENT

Potential customers are using their personal networks (real and virtual) and the information available on the Internet to seek answers to their concerns, educate themselves and form opinions on possible solutions to their problems. It is no longer enough to have a flat, institutional website that only talks about your company. With the current information overload, your Digital Marketing must develop useful, and relevant content that answers the questions that your customers want to solve.

These two changes have generated new rules in Digital Marketing

BEFORE

Marketing had to find customers

But due to the overabundance of information and lack of time, getting our message to the customer is increasingly difficult. Each person receives about 2900 commercial messages per day, pays attention to about 50 and remembers about 4.

I did mass email campaigns

Repeatedly contacting a potential customer with the same offer without listening to what they tell us, ends up alienating them. That's what we do by repeatedly sending mass emails. We are like a child who asks for a candy countless times without hearing the negative answer.

Used Demographic Segmentation

The better the segmentation, the greater the relevance of the message. However, having more information than demographics (age, gender, role, profession, etc.) has always been very difficult, if not impossible. Where to get it?

Used few unconnected channels

Marketing used to focus on a few, unconnected, and mostly one-way communication channels: TV, newspapers, radio, direct mail, the point of sale. But the scenario has been changing and the time we spend in these media is reducing every day.

I made intuitive decisions

"Half of the advertising I do is useless, the problem is that I don't know which half." If we take into account that a sales process requires about 7 "touches" and that there are typically between 5 and 21 people involved, we will understand that having control is very difficult.

AFTER

Must make customers find us

The more information, the less attention, which is why it is important to be found when the buyer's attention is focused on finding the solution to the problem that we solve. We must generate content that is valuable, useful, easy to find and easy to share.

Must establish one-on-one lasting relationships

By incorporating listening into our communications, we can establish individual conversations instead of campaigns. Communicating based on the response, explicit or implicit, that each potential client gives us makes us more relevant and increases the chances of success.

You must segment by Behavior

By integrating all the information on the online behavior of our potential customers, we not only know who they are (demographic) but also what they are interested in (behavior). In short, we are relevant if we can synthesize in our message what we want to communicate with what our potential clients are interested in.

Must use many integrated channels

We live in a world with an infinite number of interconnected media available from multiple devices. The expectation of buyers is to be able to interact with us through any of the available means having an integrated experience.

It has large groups of data

Fortunately today this famous phrase is losing its validity. Now we can have large data repositories that collect all the interactions of a person or of all the people of a company over time.

WITH MARKETING AUTOMATION

Content, SEO, SEM and social media, integrated

With Marketing Automation we can measure the attractiveness and consumption of content, how easy it is to find it on the Internet (SEO), promote it (SEM) and share it (Social Media). And thanks to solutions like Marketo, all these functions can be done in a simple and integrated way. .

Large-scale conversations

Establishing conversations at scale is unmanageable without the right technology. Marketo allows us to establish interaction and communication flows that vary depending on the response of each potential client to our stimuli, such as opening an email, visiting a certain page, downloading a whitepaper, a re-tweet, etc.

Trigger-based Lead Nurturing

Marketing Automation makes it easy to establish segments based on behavior, automatically add potential clients to the segment that develop this behavior, and trigger communications in response to specific actions of the people in that segment. This flexibility allows us to "nurture" Leads until they are ready to buy.

Multi-channel campaigns

Marketo facilitates the creation and management of multichannel campaigns, with an integrated vision and the possibility of interacting through various channels, always being in control.

Revenue Cycle Analytics

Owning the data is important, but if we don't have the ability to analyze it to make business decisions, the data is worthless. With Marketo, we can track all the “touches” related to a sale over time, analyze our investment and see the return on it.