I want to be one step ahead: I am constantly monitoring the evolving field so that I can bring new insights into coaching and client work and guide digital marketing planning and implementation toward success.
Changes in digital marketing keep me “awake” and the work of an expert is constantly learning and realizing something new: in addition to “learning on the job”, I listen to literature in the field, read and create blogs, and follow different experts. Writing a blog helps you structure your entities, learn new things, and learn about new changes in functionality. I have also blogged good sources of information on the basics of digital marketing.
In addition, I try to participate in various events at home and abroad. I am attending a digital marketing event in the Czech Republic next week, which I have visited a couple of times before. Based on previous experience, there is really a lot to learn from this event in my own work. The speeches have been pragmatic rather than overly broad on topics and inspirational speeches, and the first day of the event will be spent “hands in clay” workshops.
Increasing customer understanding content (marketing)
The starting point for effective marketing is an understanding of customer behaviour, its utilization in content design and the selection of appropriate channels.
Of particular note was the changes in the search engine and Rank brain in 2016: As Google’s search engine evolves, the position of natural search results is affected not only by keywords but also by its relevance to a customer’s need for information. In practice, this means the extent to which a website offers different content on the same topic from the customer’s purchase stage perspective: informative and background information, product content with technical information to support comparison, or activity-focused content that guides buying. From a marketing perspective, identifying this customer understanding and need also means the form of the content: does the customer prefer to read the text, does he / she search for instructional videos on the topic, or is he / she looking for inspirational images?
Huh! This endless amount of content and different formats can feel demanding and laborious. However, I see it as implementing marketing and sales in a way that suits the online world. The same discussion takes place with customers in the store (product presentation, comparison, sales strengths, ie review of functionalities) or in the sale of expert services. The contents can be used to convince the customer even before he or she contacts the seller or arrives at the store. When calling, the customer is already more aware of their own needs. The goal of this is to serve and help the customer.
How do different channels influence the purchase decision?
On the first day of the event, I will be attending a data-driven marketing attribute modelling workshop that I look forward to. The term attribute modelling, opened in the first part of the Digital Marketing Glossary, refers to the overall picture of the impact of different marketing channels on the final purchase. Analytics often interprets the impact of the last source of traffic on a purchase or conversion (= website goal), which may distort the importance of multi-channel marketing at different stages of a customer’s purchase.
The same idea of content need and customer understanding supports multi-channel marketing modelling: do you “buy now” an ad for a user who doesn’t need it? service or have you heard nothing before or are you building (= Do you teach your customer about your services and product range?) the customer’s journey through different channels with suitable content? And what impact has the pre-purchase content had? I look forward to the day when I get to grow my own skills and understanding of using data to support marketing. The speeches of the actual seminar day will focus on e.g., data, customer understanding and analytics, so a really interesting visit to Prague is promised.
You can visit https://www.grizzlymarketing.com/ for further support and knowledge over the subject matter in depth. Also talk over various digital marketing workbook that includes support questions, different perspectives and approaches to increasing customer understanding, analysing the competitive and market situation, and intermediate tasks to support design work.
I have been working with Grizzly Marketing for so many years & I work as a digital marketing expert, implementer and educator. I am at my best in large entities that combine my strategic expertise, creative and analytical thinking about marketing implementation, brainstorming and content marketing. So, if you have any questions or doubts, you may leave your comments below, I would definitely try to address that. Also, your valuable suggestions are heartfully welcome as they help me in improving upon my vision, mission, values and work collaboratively.