It is not enough to develop websites or manage social channels. The true meaning of Outdoor digital marketing lies in the joint use of all available online tools, in the omnichannel approach, in new technologies and in the analysis of customer data. Digital transformation is above all organizational: this is how the CMO can guide the company to the customer and achieve successful results.
Even today, for many marketing managers and entrepreneurs, Outdoor Digital Marketing, or Web marketing, simply means managing the company's website or Facebook page. It is a simplistic and outdated view. Without necessarily having the most sophisticated marketing platforms available on the market, every company can reap many advantages from Outdoor Digital Marketing, which is really essential to grow, because the purchase paths (customer journeys) are now for the most part on the Internet, and this happens in every market, consumer or business-to-business (B2B). Marketing in the digital age has become a fundamental element for digital transformation, the main tool for increasing online sales and also in the store, as well as for increasing brand awareness. It is important to clarify what it is.
What is Outdoor Digital Marketing and why it is important In the academic world and among professionals, outdoor digital marketing is called in many ways: Internet marketing, e-marketing, web marketing, modern marketing. Dave Chaffey, author of the book "Outdoor Digital Marketing: Strategy, Implementation and Practice" and other best sellers on the subject, provides this simple definition: "Outdoor Digital Marketing allows you to achieve marketing objectives through the use of technologies and digital media ". How to do it concretely? It is necessary to manage the online presence of the company through the various online channels, i.e. websites, mobile apps and social media, and to use online communication techniques such as positioning on search engines (SEO marketing and CRO marketing), social media marketing, digital advertising (or online advertising, Internet advertising), e-mail marketing and partnerships with other sites. The goal is to acquire new customers and provide better services to existing ones, expanding and strengthening relationships, through CRM (customer relationship management) and marketing automation.
The 5 pillars to do Outdoor Digital Marketing:
1 Digital device. To interact, users use smartphones, tablets, PCs, connected TVs, to access websites and apps
2 Digital platform. Most interactions start from a browser search or an app or the most popular social platforms, such as Facebook and Instagram, and Youtube, Twitter and Linkedin. To then reach the brand-owning websites or eCommerce platforms such as Amazon.
3 Digital media. It is then necessary to select the acquisition channels, to reach and engage customers, with advertising, e-mails and messages, search engines and social media, deciding whether to invest a budget to promote the messages. Channels can be either outbound, i.e. with direct messages from the brand to potential customers, or inbound, through attraction techniques, or inbound.
4 Digital Data. Collecting and analyzing data is fundamental, because Marketing to be successful must necessarily be data-driven, that is, guided by the evidence that emerges by interpreting the data. This is a complex activity, also due to the need to comply with data protection regulations, and in particular the GDPR, the regulation in force in Europe. The so-called customer insights, information on users, help to create personalized communications in line with needs. For this crucial activity, technologies for CDP (Customer Data Platform), increasingly used to collect customer data from various sources, help. The collection and analysis of data when it is in high volumes is also called Big Data Analysis.
5 Digital Technology. The last and fundamental piece is that of marketing technologies (martech) that facilitate the creation of interactive experiences of sites and apps, and help segment audiences, create targeted campaigns and increase conversion rates. (Read the guide to choosing marketing software here)
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In our previous blog, we showed you some of the steps you need to take to layout your Digital MarketingIn our previous blog, we showed you some of the steps you need to take to layout your Digital Marketing plan and business process management.
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