Technology is generating profound digital transformations in various fields of society.
Professionals from a wide variety of fields are impacted daily by a new form of consumption that
empowers customers by giving them a voice in real time, as well as by innovative tools that improve
processes within organizations.
All this requires a change in mindset among professionals and in Marketing this reality is even
stronger.
Digital transformation demands attentive, up-to-date professionals, seeking knowledge and digital
specializations and with analytical thinking aligned with information technologies and data
intelligence.
If they do not update themselves digitally in marketing, sales and HR, they will
certainly be left out of the market.
To help you learn more about the topic, we have prepared this article in which we will discuss
the evolution of the marketing professional , the challenges faced before the Internet and the
impact of digital tools. Join us!
Traditional Marketing X Digital Marketing
Both marketing styles need to deliver a singapore telegram data consistent product or service so as
not to fall short of expectations, both in consumption and user experience, respectively.
In both types of marketing, the professional must monitor the strategy and adjust details and resolve
errors. But, apart from that common root, they have very different perspectives.
Product vs user
Classic (product) Marketing is directly utilizing the opportunities of lifecycle marketing in b2b related to the design and execution of the product while Digital Marketing focuses on the user experience.
Investment
The first involves very high phone number vietnam investments in advertising and merchandising campaigns and, precisely because it depends on the use of media to promote the product, the strategy has to be very well thought out from the beginning.
While Digital Marketing is famous for reducing costs by using organic positioning to promote the company.
Gathering
Retailers, in particular, need a lot of investment in media, as it is useless to spend a very high amount if the company does not have a stock of products adequate to the demand it will generate.
The strategy must be directly aligned with the consumption habits of each audience to which the product is directed so as not to interfere with the Marketing Mix as a whole: price, place and promotion.
Digital Marketing, on the other hand, is directly related to the delivery of services and has more coherence between the product-demand relationship, as it creates its strategy according to the need, reality and maturity of each client (company).
The need here is different. In Content Marketing , for example, we collect content produced for blogs, in accordance with SEO techniques, the construction of a Buyer Persona and specific objectives.
Impact
The transition from Traditional Marketing to Digital Marketing is directly related to career goals and aspirations, the search for more knowledge and learning through experience.
Traditional Marketing has a strong and fleeting impact, while Digital Marketing generates medium-term and more lasting results.
Structure of a Traditional and Digital Marketing Department
The structure of a Classic Marketing department is very different from a Digital Marketing department.
In B2C, a lot is demanded of professionals and most small and medium-sized companies do not even have a structured marketing sector like here at Rock Content, for example.
Multinationals usually have more complete structures, with professionals who specifically take care of the creation of campaigns, others of Business Intelligence , and others of execution and contact with the trade, but the vast majority of companies do not have this structure.
Transformation in collaboration
Digital Marketing professionals need to educate and assist Traditional Marketing professionals in the execution of strategies to show them their value within companies, especially the more traditional ones.
What is perceived in the structures of Offline Marketing is:
- They are professionals who work on various fronts in the area;
- It is unusual to appoint an official to dedicate himself solely to Digital Marketing;
- When this happens, in the minority of cases they tend to hire a Digital Marketing company for content production, since the professional will focus on the strategy.
Based on this, we can say that a Digital Marketing company tends to fill that gap in more traditional companies and, because of that, the marketing professional needs to understand a little about everything, but nothing too in-depth.
HR
There are Classic Marketing professionals who feel insecure and believe that they will be replaced or that their lack of updating will be evident.
Therefore, the HR sector must promote a relationship of trust, exchange of knowledge and education between both professionals.
Some traditional marketing professionals present:
- resistance to change and are insecure;
- difficulty in dealing with new strategies;
- frustration with the new market reality.
In these cases, the tendency is to underestimate the power of marketing and undermine the success of the strategy.
Offline Companies
There are still companies or industries that survive without digital, but even if Digital Marketing is not the main project of the organization, it is only a matter of time.
Although these companies generally already have a direct buyer, they cannot remain outside the issues of communication and digitalization of processes.
The influence of metrics on the work of the Marketing professional
Classic Marketing
The metrics are directly related to the maturity of the company.
Companies that use Classic Marketing tend to measure their indicators based on strategic planning that begins the previous year to make forecasts and find out if projects are viable.
Mapping
The classic Marketing professional works with a pre-established mapping and needs to organize actions in an annual calendar.
Normally, their measurements have a direct relationship with market auditing companies that cross-reference data with the commercial area.
Calculations
From this data the following are calculated:
- prices,
- the positioning of products in the markets (gondolas and display cases),
- sales volume,
- product itineraries,
- promotional actions,
- the replacement,
- and everything related to the marketing strategy of a product.
B2B
It is more difficult to measure when it is a B2B company , since this modality is long-term, it does not have the contribution of advanced technological tools and the sale of a product does not always generate a direct and immediate return.
Some contacts start and only after months do they actually turn into sales.
Digital Marketing
In Digital Marketing we measure constantly and in real time.
This implies a professional profile that likes challenges and tolerates a higher level of tension, since with this type of measurement the strategy data cannot be disguised.
The data is transparent and reveals whether the processes are generating the expected results.
Mapping, calculation and B2B
Digital Marketing has much more power to cross-reference data, allowing us to link the real objectives of companies with each other.
This enables the marketing professional to deliver much more than just content to the client . New offers and by-products that provide new solutions to the obstacles of the strategy outlined.
This possibility of exponentially increasing the performance of metrics facilitates all processes by identifying bottlenecks and improving the conditions for B2B businesses .
But we must be careful, not everything is so simple. It is essential to establish a collaborative relationship between Classic and Digital Marketing, thinking mainly about the company that hired the service.
It is a feeling of teamwork with which we are deeply involved in order for the strategy to be successful.
How will the professional survive in this transition scenario?
Many Classic Marketing professionals have not yet perceived the importance of changing their mindset for Digital Marketing and monitoring market changes.
The professional must adopt certain attitudes to accompany this transition. Nowadays, access to information is very broad and it is enough to be attentive to the information that Digital Marketing blogs offer to the market.
Rock Content University, for example, offers the market a free Content Marketing course in Spanish to share the knowledge it produces on the subject. If you want to access the course, click below and register!
In the past, this access was more limited and the marketing professional (who to this day is not well paid) depended on the company’s HR to be able to take the best refresher courses.