100% digital marketing strategies
I often see that marketing strategies are based on a purely digital basis. We talk about content, SEO, social media… but very rarely (if ever) do we include the offline part from the start.
This approach makes perfect sense when it comes to a purely digital business model and/or when a significant percentage of your target audience is a frequent internet user (I emphasize the word frequent on purpose).
In these cases, a 100% digital strategy telegram usa number could make sense because we could obtain a sufficient return both in volume and profitability.
I don't think there should be 100% online or 100% offline strategies. There are very few cases where I would go for either extreme. I think a combination of both should ALWAYS be used.
The digital paradox
I believe that marketing professionals give a partial version of the optimal marketing strategy. It is due to the combination of several factors:
The way we communicate has become almost completely digital: this, combined with other factors, leads us to think that our communication (or at least the most effective one) must also be digital.
This trend has led to marketing strategies being considered purely digital from the start.
Marketing professionals are increasingly specialized in digital and offer what they are most proficient in. So more digital and also unbalanced towards: content?, advertising?, social networks?
Sometimes I see (the sin is called, but not the sinner) how well-known agencies propose cut-and-paste strategies. Their strategies have digital channels by default, and the job is to see how to adapt it to the new client, not to think about what their business model really needs.
This is how we see companies that open (for example) their Instagram profiles because it is the trendy social network, but they do not consider what percentage of their audience is there, or whether their content matches the type of “average content” on the network, or what content they are going to publish on it.
It's true that on a social network with so many active users, there are surely people interested in almost every possible topic, but when this percentage is very small, it's time to consider other channels, don't you think?
Marketing has become digital by default
All of this leads us to a clear conclusion: marketing has become digital by default. Except for large companies (remember that SMEs represent 99.8% of companies in Spain) and a few exceptions, companies have drastically reduced the use of offline channels for their marketing strategies.
Are we focusing our marketing strategies wrong?
Which brings us to the big question, are there many companies with the wrong marketing strategy?
I would dare say yes. For many other reasons, but especially for focusing on digital channels, when their greatest opportunity is offline.