How has digitalization affected you? What kind of strategies would you highlight in Online Promotional Marketing?
Digitization influences our way of life, our day to day and our ways of doing and communicating. Of course it has had a great impact on promotional marketing, especially in the way and dynamics of doing business.
Today, it is much easier to connect clients with suppliers, transmit an idea, request a quote, obtain a physical sample from the other side of the world, compare options, print in 3D or 4D, investigate the competition, and many others. All this, directly or indirectly, affects the business.
From my point of view, the promotional marketing itself and the so-called “online promotional marketing” are totally different businesses.
I see the first as an opportunity to add value to clients and potentials and to generate a good emotional experience that lasts over time. By being based in most cases on tangible products, it gives you that possibility.
The reality is that, today, most companies are focused on the customer. The so-called “customer experience” is a highly important item in any strategy.
The terms “Customer Journey” and “Kpi’s” have become something totally recurrent in these times.
Obviously digitization has contributed a lot to make that happen.
Equally important at the digital level is generating a “good experience” for our customers.
Our website must be updated, have a friendly navigation, be quick, have an easy and intuitive purchase process and a fast and effective customer service. The same happens with the RRSS, everything must be aligned and in tune to ensure that users continue to choose us.
Within the marketing of digital promotion emphasizes the influencers marketing. It has been gaining a lot of ground and I see it as a very valid and effective alternative when it comes to advertising or promoting a brand.
Online promotional marketing, which we were specialists at in our e-commerce (90% of our clients came through SEO and SEM strategies in Google and RRSS), I consider it as a means to achieve an advertising objective or to attract potential customers. But it is very difficult to reach the same emotional value as traditional promotional marketing.
I also think it is important to highlight the different sensations that this type of actions can generate in our clients.
The consumer is saturated and is no longer receptive to so much supply.
I think we should be very smart and respectful when considering an online strategy, researching and segmenting as much as possible.
On the other hand, promotional marketing is usually well received. We all want to receive a gift, of whatever kind, we surely accept it and stay with a pleasant memory.
Better still, if we achieve that this gift contributes in some sense value to our client over time.
The simple example of giving a sun umbrella. We all know how unpleasant it is to get into a vehicle when it has been exposed to the sun; a sun umbrella, however simple, provides an important solution providing value to our customers. I give faith that the day that sun umbrella disappears our client will remember even more about our brand.