How many times have you heard the phrase "the world is changing"? Probably too many. But the world is really changing! New technologies are emerging every day and they can help us deliver much better results for our business.
Marketing is one of the areas that has been updating itself over time with new technologies. In this summary of the book "The Digital Marketing Bible", written by the author Cláudio Torres, we will understand the essentials to be a star in Digital Marketing!
We live in a digital revolution, where the internet connects billions of people of all ages and countries. On the internet, everyone seeks information, relationship, and entertainment, interacting with everything and everyone.
It is in this scenario that we need to evolve. The characteristics of the public have changed and so do their thinking. So, like everything else, marketing needed to become digital. And that's what we'll see from now on.
Originally published in 2009 and updated in 2018, "A Bíblia do Marketing Digital", "The Digital Marketing Bible" in a free English translation, brings everything you need to know about marketing in the digital world.
The author Cláudio Torres presents the general theory of digital marketing, the main strategies and the points that we must pay attention to in the new territory.
Cláudio Torres has a degree in electronic engineering from Instituto Tecnológico da Aeronáutica (ITA) and holds a master's degree in systems from USP.
He joined the field of marketing from a postgraduate degree in Sweden and several specialization courses in countries such as Germany, Switzerland and England.
Today, he serves as a writer, digital marketing speaker and consultant, and he is the director of The Digital Enablers project, which helps people achieve their goals through the internet and digital technologies.
We indicate the book "The Digital Marketing Bible" for those who want to know, understand and deepen the concept of digital marketing.
So, if you work with marketing, study marketing or if you are interested in the subject, you've come to the right place, because here we will unlock this digital marketing concept and showcase its key strategies.
The book brings a complete study of digital marketing, where we can highlight the following ideas:
Are you curious? So, let's go!
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The first step in understanding the new reality of digital marketing is to know the concepts that form it and what are its characteristics.
Digital marketing comes from using the most diverse technologies as tools to formulate strategies and achieve better results. From it, brands can reach much more comprehensive and at the same time more segmented audiences.
The digital universe is constantly expanding. New technologies are emerging every day. Smartphones, tablets, broadband, 4G, 5G, streaming video and big data are just a few examples we can cite about this technological development.
It is up to digital marketing and its professionals to analyze and understand how to use these technologies for the development of campaigns for product dissemination and conversion into sales.
As stated by the author Cláudio Torres in his book "The Digital Marketing Bible":
"Digital strategies must be constructed from a vision of the internet and digital technologies as a digital ecosystem, composed of several digital agents, each one with a digital DNA, that interact with each other, and where people, companies or brands act through their digital identities, creating their own digital culture."
From this excerpt, we can extract the following concepts:
Knowing these concepts, let's delve into the 7 digital marketing strategies from now on.
People access the internet in search of something. And the book "The Digital Marketing Bible" defines, analyzing consumer behavior, that when we access the Internet, we are searching for 4 basic activities: relationship, information, communication and entertainment.
Based on these 4 actions, 7 strategies are defined and followed to achieve better results:
"Talking means getting the lead and saying something to people."
According to the author Cláudio Torres, for a company to be able to sell, the audience needs to know that it exists. So the first step is to talk.
You need to talk about your company, your brand, your product and how you will solve the customer's problems. Only then people will know who you are and enter the sales funnel.
In digital marketing, this is done with content. And when we talk about content, we do not just talk about your product, but about everything that encompasses that area.
For example, a sports store may talk about its products, but it should also talk about the sports world, the championships that are happening, the preparations for the next Olympics, and other related topics.
So work on content creation, social media and Google search optimization, allowing your content to be one of the first results sought by the public. That way you can talk about your business and get the audience to know your name.
And to speak more and better, follow these tips:
"Interacting means connecting and acting with others by sharing, talking and exchanging ideas."
Content is already being offered, you already know what to say to the consumer, now you need to interact with him. And the best way to do this is through social networking.
Facebook, Instagram, Linkedin and Twitter are some examples of social networks that can be used to interact with customers. Of course each of them has a different profile and should be appropriate according to the reality of your product, but the main objective is to interact with your audience.
This interaction should occur through user feedback, where they can ask questions and give feedback on materials, and share content in a variety of formats, whether in text, audio or video.
Here are some tips to optimize this interaction:
"Telling means exposing an idea to a group of people."
During the interaction, some clients will interact more and others will interact less. Thus, it will be possible to create a closer relationship with a portion of these clients, where there is a previous registration in which the people can register their email or telephone.
That way, it's time to dig deeper into your business, explain to the customer how your business works, what you do, what your product is, and how you can help solve it.
The relationship becomes closer and the customer can be nourished with more specific contents like email marketing, newsletters, promotions and exclusive launches.
Offering this content, consumers will be guided throughout the sales process, getting closer to the time to better get to know the product and buy it.
In short, you will be providing information to build a direct relationship and getting the client prepared.
According to the book "The Digital Marketing Bible", to better understand, follow the recommendations below:
"Boost means to promote and increase awareness of your ideas, products and services."
The author Cláudio Torres clarifies in his book, "The Digital Marketing Bible", that boost refers to expand your audience using new media and new strategies to reach people who previously had no contact with your brand and your product.
When we talk, we interact and we tell. We can impact a certain amount of people, but it is crucial that a new audience can be reached.
That's where the boost comes in, through advertising, sponsored posts, banners, podcasts, websites, sponsored links, social networks and Google Adwords, when you can spread your business and your products to a large number of online consumers.
Let's look at some techniques for better boost:
"Spreading means distributing your message by encouraging others to help and doing the same."
Aligned with the strategy of boosting, the spreading strategy also seeks to expand the company's customer base. The difference is that when you are boosting, you are advertising using other means, and spreading, you will use your own audience to share your message. This is known as viral effect.
If we use a more familiar term, we would say that we have to use word of mouth. As we discussed at the beginning of this overview, internet users have the relationship as a standard activity.
All are interconnected, so we must use this fast internet communication to spread your content and the name of your brand. A client talks to a friend, who talks to another friend, who shares in the social network and so on.
The digital world potentiates the viral effect and we can see some other characteristics:
The author Cláudio Torres says that:
"It means seeking relevant information and data for the brand."
We have already understood how to promote your brand. But a challenge comes!
Probably you are not acting alone in the market. Other companies exist offering similar products or substitutes that can affect your outcome.
Considering this reality, continuous improvement is essential. Being in constant learning you can offer updated content and know your consumers, market and competitors, always offering the best products and materials, creating a competitive advantage in the market.
Now let's look at some topics about this:
"Tracking means getting and analyzing data to understand what's going on."
Digital marketing has a number of advantages that allow you to develop your business. One is the analysis of results.
Tracking and measuring the achieved results with marketing campaigns is a strategic action that will make possible to analyze the performance achieved and the taken actions. From this, it is possible to define possible changes of course and improvement in the actions, optimizing the campaigns and, consequently, the results.
At this point, it is very important that the sales result are analyzed, so that you can understand not only about attracting new opportunities, but converting them into new customers.
The book "The Digital Marketing Bible" presents the following steps to track your results:
Now that we understand the key strategies, let's talk about what the future holds for us.
You already know that the digital world is extremely changeable, right? So we must be alert to all changes that may arise and change the whole status quo from the market. So, what we use today may be obsolete tomorrow.
Considering this reality we face, the book "The Digital Marketing Bible" cites 4 promising technologies that we need to be prepared to use in the future and further improve the way we use digital marketing:
This is a technology that promises to change many things in our daily lives. Blockchain is a technology that allows you to generate encrypted records and today is used mainly for crypto-coins such as Bitcoin.
The author Cláudio Torres uses an example that demonstrates very well how this technology will impact our lives: imagine a medical chart that any doctor around the world will be able to analyze, but can not change or falsify. This is Blockchain.
Artificial Intelligence also has a broad portfolio of possibilities.
"The Digital Marketing Bible" notes the importance of its application in the use of virtual assistants, who can act in the customer service through chats and in the recognition of standards, classifying documents and recognizing products, for example.
This is the term that defines the integration of several devices through the internet, allowing integrated communication between everything and everyone.
Imagine the following situation: the milk has finished in your house, your refrigerator noticed the lack of it and make the purchase in the market, that delivers the milk in your house and you did not even realize that the milk was finished.
Incredible, is not it?
This will also affect the digital marketing business, and we need to be prepared.
The augmented reality mixture virtual images with real environment. It is still an embryonic technology, but it promises to develop and conquer a considerable share of the market, allowing to create a differentiated experience for the customers.
In the book "Marketing 4.0", by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan, the authors bring the importance of being aware of changes in the digital world and how this affects marketing. Cláudio Torres presented in this book precisely this importance and how we need to be always updated.
Being completely in line with Cláudio Torres's thinking about the importance of the Internet for marketing, Seth Godin, author of the book "This Is Marketing", explains that the internet has changed the rules of the game. It is the most massive communication channel ever created, connecting billions of people.
Jay Conrad Levinson, in his book "Guerrilla Marketing", presents a way to generate more marketing impact with lower costs. To do so, he suggests digital media as essential in brand and product disclosure, using tools like email marketing, for example.
After reading "The Digital Marketing Bible" and absorbing all its teachings, we need to put them into practice. For this, we have to take the first step towards the digital world:
Do you think you're ready to tap into this immense territory of digital marketing?
Leave your opinion in the comments, your feedback is very important to us!
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