Marketing has two sides, on the one hand we have the more traditional marketing based on brand building, and on the other, results marketing focused on the direct achievement of leads or sales through the internet . They are two marketing philosophies necessary for the company, complementary to each other, but with different approaches. The brand strategy is medium-term and its results are difficult to attribute and the results strategy is short-term and allows us to more accurately attribute the return on investment. And I say more precisely and not totally, because it is not true that we can measure everything (this is one of the myths of digital Brazil Phone Number List that we must understand). This ease of relating investments with return, has meant that results marketing has been gaining strength to become the only way to do marketing for a majority of companies.
The problem is that this has caused the strategy of many companies to go from the top of the funnel or buying process (brand and product awareness), to the bottom of the funnel (purchase). This imbalance has affected the relationship between brands and their customers. It has made it go from being emotional to purely functional: “If the product has the functions I am looking for and is at a good price, I buy it. I don’t care about the brand ” . And this has consequences in the medium and long term on the results that I have already discussed on several occasions in this blog ( discredit of the brand, lower profitability of sales, higher returns and complaints , etc.).
Companies need to define marketing strategies that influence all phases of the purchasing process The most effective marketing must combine both approaches, on the one hand generate a brand and a relationship that adds value in both directions, and on the other, collect these fruits through performance campaigns (which will also attract the attention of people who did not know us, but they are close to buying a similar product). In the graph you can see the complete sales process, with the different channels and their means for each stage. purchase funnel or conversion funnel Evolution of the purchase funnel or conversion funnel This has always been the right approach, but it is in these times of COVID that it becomes especially important to build a closer and more humane relationship with our audience. Brands not only have to reinforce the levels of trust in their products, they must also help regain the trust of their customers due to the effects of COVID.
But to achieve this before we must change the mentality of companies. They must realize that this is the correct approach and that not only what I can directly attribute to sales adds value to the entire process. Improve the measurement of offline campaigns by defining metrics that allow us to better attribute their effects on the purchase process. When we do an offline campaign, in addition to the expected increase in traffic, we can measure: Increase in brand searches. Direct traffic, with special attention to dark social and the ways to influence this “invisible” traffic Mentions in social networks. Organic traffic. Organic recommendations and from our digital assets of our products. And all of them relating the analysis of the brand strategy with the improvement in conversion rates.
Really unified De Phone Number strategy : it is not just that two teams work both phases of the funnel, they must also be coordinated at the level of messages, value proposition, calls to action and, almost as important as the previous ones, that both strategies are related and generate synergies. For this, the media mix must be designed so that one (the brand) acts as a speaker and generator of engagement , and the digital media as a “collector” and enhancer of the effects of the campaign. If we add the case of retail to this mix, we have to add physical stores to the equation as a destination for this traffic and a point of measurement. But what is the reality of most companies?
Our brands must become magnets for their customers Well, they do not have the necessary budget to carry out enough advertising pressure for these campaigns to be really visible and effective. Or they are in a market niche where it is difficult to find their audience effectively. To solve this reality, I have been thinking about a new approach for some time. What if instead of looking for our clients, they are the ones who come to us? It would be great, right? By common sense, and to change this dynamic, we have to find a new approach to strategy. We must base our approach to the market on the brand purpose that connects us with our audience , instead of trying to do it by trying to fit in based on offers and discounts. It is not about changing one approach for another, but about using both in a complementary way. To achieve this we must be able to define and implement the brand purpose in our companies and accompany it with a complete marketing strategy (all stages of the funnel), which allows us to get the message (brand campaigns) and achieve conversions (campaigns of performance ). In both cases, the ultimate goal is to connect in a more real and human way with our audience, and present ourselves to the market with a differentiated value proposition that allows us to be relevant . This is an approach that may resemble, at least in its most basic philosophy, inbound marketing , but as you have seen, it goes much further.