Without a doubt, touching on a topic as delicate as war, despite being based on real events, is something Emotional that goes beyond the most superficial emotions to become a point of ethical debate and respect for using a tragic event for commercial purposes, which is still alive in the memory of many people today. Everyone will surely have their own opinion, and if you want, you can share yours in the comments of this article. I would love to hear them firsthand and comment on them.
Online marketing learn from offline marketing
Traditional marketing is the university that every digital marketing professional has to attend if they want to be successful in their campaigns”
Traditional marketing has a huge number of examples, situations and proposals, but it also has a major flaw: cost. There is no cheap campaign in audiovisual media on offline platforms, and that increasingly represents a disadvantage compared to online marketing, that little brother that is on the way to surpassing and overtaking the big one.
Even guerrilla marketing campaigns
Much more profitable in terms of impact/investment, acquire a global dimension when they are transferred to an online environment or complemented with their corresponding digital dissemination.
“What was once local, regional or national is now global. And ultimately, we reduce the global to niches.”
Why want to be global if the return can be greater by segmenting based on our buyer personas?
Intelligent segmentation takes
precedence over the massification that the Internet allows to maximize the effect that each campaign or microcampaign has on those people to whom it is truly directed.
Who determines the marketing budget in a company?
Today (and this will continue to be the case for a few more years) the marketing department is the one that sets the guidelines for online marketing in most companies. This trend lives in a constant countdown that one day someone will prove has reached zero with macroeconomic data.
Meanwhile, the online department
Must be able to immediately and even vehemently transfer all the inputs that it is capable of generating and analyzing minute by minute.
And what does offline marketing learn from online marketing?
Firstly: ability to perfect pain points .
At this point, one might then ask:
These are all the needs or problems that potential customers turn to Google to solve. This may not tell us much, but I will try to illustrate it in a graphic way in the practical case later in this article.
“Focusing on potential clients’ pain points allows us to solve specific problems and reinforce the top-of-mind concept”
This is something that online marketing can test, and while it doesn’t teach anything that offline marketing didn’t already know, it can convey an unbeatable amount of data.
Nowadays, testing is free
And free is the minimum expression of the alternatives that not so many years ago were available to the executives of any company.
Case study: Emotional marketing and segmentation by needs
Let’s imagine that we own a bakery. How the hell do we position ourselves?
Ok, we sell bread and we want to say that we have the crispiest, the tastiest or the most ecological… But are we actually responding to the needs of our potential customers?
No, the change of mindset comes from emotional marketing. Let’s take this concept as a reference to orient campaigns towards the needs and problems of the potential clients we want to reach.
“Let’s stop selling bread and start selling family integration”
Who buys from us? The father or mother who comes after picking up the child from school. That couple who takes advantage of the snack and buys bread. Those who seek the comfort of a mid-afternoon coffee to buy bread for the night and the next morning, etc. The leap from product to need is there. If the majority needs bread for dinner or breakfast, why wouldn’t we turn that daily need into a marketing campaign? That is the point where emotional marketing (low intensity) and pain points meet.
No more mistakes in your telegram database users list. We recycle our telegram database users list every telegram database users list week! Source: We use to show titles and/or volumes. Since we organize statistics by welfare workers over a longer period of time, we get 100% accurate results in our telegram database users list (totals as of August 2024 but updated). Our telegram database users listhas many daytime and nighttime guides.
And there is no need to bring customers to tears; understanding their daily routine, adapting to their schedules and supporting their difficulties is “enough.” It is not a small thing, I know, but it is worth it, I assure you.
Selling bread or uniting families
So, are you targeting potential buyers or time-poor or stressed-out parents, coffee and snack drinkers, retirees getting together to share experiences, and parents with snack-hungry kids?
Traditional marketing : We sell
a product with certain properties and characteristics (selling bread)
Emotional marketing : We turn our product into a social experience or reality.
Standard segmentation : Target at customers (bread consumers)
Segmentation by pain points and buyer personas : Aimed at specific niches (buyer personas) with particular needs (pain points). Stressed parents, parents with children, business owners or self-employ people who meet, retired people who stay, friends who have a snack, etc.
I want to use a completely
offline example to show that online marketing can also teach and transfer some of its knowledge to more traditional offline marketing campaigns. Selling bread is something we have been doing since practically the beginning of the human race, so I thought it was the ideal example to capture something 100% traditional and everyday.
Although marketing already used segmentation, it was not until the arrival of processes such as inbound marketing with its premises of segmentation by buyer personas and automated marketing to feed those potential clients in a relevant way and responding to their pain points, that traditional marketing became more interested in this whole strategy and mechanics to apply it in its field as well.
Was this done before digitalisation? Yes, of course. But now it is done more and better, and we owe that to online marketing and its possibilities for segmentation, traceability and individualisation of huge databases.
“The big leap is data and the associated digital analytics, information from online sources that can feed offline campaigns”
Responding to the needs or problems of our potential customers will help us make our brand something more than just a company, since solving a problem today is something of a value that is difficult to quantify.
Final Conclusions
If we get used to organizing our online (and offline!) marketing strategy based on solving the problems or needs (the pain points) of our clients or potential clients, we will go from being a company that sells products or services to a company that solves problems . And I can tell you that there is nothing more powerful in today’s marketing than a company that solves problems.
A wedding photography company how to use stories in marketing strategies or a company that doesn’t spoil your most important day? Do you have the cheapest product or the solution for those who can’t make ends meet? Do you offer a revolutionary product or the envy of those who haven’t bought it?
These are the nuances that differentiate
emotional marketing from any other proposal. In this line, online marketing allows for perfect monitoring of any impulse that you want to transmit. An erroneous campaign is automatically withdrawn, the cost tends to 0 and the impact will be null if impulses with alb directory new emotions. In large companies the margin of error is much smaller due to the enormous virality of their content, and we must not forget this either. Conclusion? SMEs, take advantage of this.
