Digital Marketing and the Collaborative Economy
Collaborative Economy and Digital Marketing
Collaborative Economy
The collaborative economy involves interactions between two or more individuals, through digital media or otherwise, that satisfies a need (not necessarily real) for one or more people.
Digital Marketing
Digital marketing is the adaptation of traditional marketing to the internet, using resources and tools to achieve some type of conversion.
Characteristics of Online Marketing
- Measurable: We can track visualizations, interactions, users who mouse over, visits, and leads.
- Interactive: Fosters a greater link between the user and the network.
- Segmented: We reach previously defined users.
- Optimizable: We can determine the best channels to use and the budget to allocate.
- Voluntary: Accessed by the user’s own interest.
- Editable: Materials are easily modifiable.
- Cost-Effective: No expenses on distribution or printing.
- Accessible 24/7: Available at all times.
Digital Customer Journey
The customer experience is a company’s complete value proposition to the customer, including product or service use and all interactions before and after purchase.
Elements of a Customer Journey Map
- People: “Buyer persona” maps.
- Timeline: The sequence of events.
- Emotions: Feelings experienced by customers during their user experience.
- Touchpoints: Points of contact between the customer and the brand.
- Interactions: Specific actions taken by the customer.
The “Zero Moment of Truth” refers to searches carried out by consumers before buying online. The internet allows people to learn much more about the product they are going to buy. 80% of internet users seek information before making any purchase. 70% of shoppers decide what to buy before entering the store.
Brand Archetypes
An archetype is a character that different cultures and generations recognize and understand similarly, embodying an abstract personality.
- They build positioning and brand image.
- They foster engagement.
- They define your communication language.
- They help define marketing actions.
- They help define the content strategy.
Web Usability and Branded Content
Five Quality Components of Web Usability
- Learnability: How easy is it for users to perform basic tasks the first time they encounter the design?
- Efficiency: Once users have learned the layout, how quickly can they complete tasks?
- Memorability: When users return to the design after a period without using it, how easily can they resume working with it?
- Errors: How many errors do users make, how serious are these errors, and how easily can they recover from them?
- Satisfaction: How pleasant is the design to use?
Branded Content
Branded content is the creation of relevant, entertaining, or interesting content by a brand, which is not advertising, to build an audience and connect with it. The content implicitly communicates values associated with the brand.
Origins of Branded Content
Five factors influenced its creation:
- Web 2.0: Changed the user’s relationship with brands.
- User: Active communication, leading to brand ambassadorship.
- Engagement: Generates credibility.
- Content: Opened up many new possibilities.
- Non-Intrusive: Avoids the intrusiveness of traditional advertising.
Keys to Branded Content
- Value: Provides entertainment or convenience.
- Applicability: Suitable for small, medium, and large companies. The quality of the content matters, not the size of the company.
- Connection: Natural, non-invasive connection with consumers.
Storytelling
Storytelling is a technique for telling stories that convey the values of a company, brand, or product and connect with its target audiences.
Factors of Storytelling
- Simplicity and Memorability
- Connection and Emotion
- Profitability and Authenticity
Inbound Marketing and Native Advertising
Inbound Marketing
Inbound marketing comprises a series of marketing techniques aimed at increasing the number of visitors to a website, blog, or social media profile, with the ultimate goal of converting them into leads.
Main Features of Inbound Marketing
- Content: Websites and blogs are good platforms for attracting and engaging audiences.
- Lifecycle Marketing: Identify the customer’s stage in the buying process.
- Personalization: The more knowledge you have about the customer, the more personalized the experience can be.
- Multichannel Presence:
- Multichannel: All channels are available to the consumer, but not all channels are integrated.
- Omnichannel: All channels are available and integrated for the consumer.
- Integration: Content integration across channels.
Objectives of Inbound Marketing
- Generation and control of online reputation.
- Capture of qualified traffic.
- Increased visitor loyalty by reducing bounce rate, maximizing page views, and improving browsing time and return visits.
- Conversion of traffic to qualified leads.
- Conversion of qualified leads into customers or direct sales.
- Turning customers into promoters, fostering loyalty.
Native Advertising
Native advertising integrates seamlessly into the natural editorial content or functionality of the medium in which it is published. This allows the brand to be present in a more harmonious way compared to other advertising systems like pop-ups, banners, and general ads.
Growth Hacking
Growth hacking is a discipline that seeks to rapidly and noticeably increase a company’s user base, revenue, or impact with minimal expense and effort.
Main Features of Growth Hacking
- Market Adaptation: Instead of launching final versions of products, work with basic products to get feedback, improve them, and adjust them to the market by actively participating in the process.
- Acquisition of First Customers: Attract only those who want to be your customers, and do it effectively, uniquely, and cheaply.
- Viralization: A product doesn’t go viral for no reason; it should be worth sharing without any incentive.
- Loyalty and Optimization: Constantly redefine your business model based on customer needs.