Digital marketing is an important theme that
cannot be separated from the growth of a company. But, of course, there are
many people who don't know "how it really matters" and "how to
use it" in detail. This time, we will explain the meaning, necessity, and
operation tips of digital marketing in detail.
There are several differences between BtoB and
BtoC "digital marketing". We will explain the difference between web
marketing and digital marketing.
of digital marketing
Digital marketing is a term that refers to all
marketing activities that use digital technology. In addition to website
management, this includes e-mail and web advertising based on data such as customer
information and advertising using analytics.
Today, through the Internet, it is possible to
have close contact with customers. In digital marketing, information becomes a
weapon from this point of contact.
You can use various information such as inflow
rate from SNS, word-of-mouth sites, advertising, and digital points member
What are the measures that lead to the effect of
What kind of system is actually effective in
digital marketing? Here are some tips to keep in mind when starting digital
Measures to acquire new customers
To acquire new customers, measures need to be
implemented from different perspectives.
When creating content, providing information that
meets the needs of searchers will increase the effectiveness of the SEO system.
To increase the number of visitors to your website, let's select keywords,
analyze customer data, do competitive analysis, etc.
When creating content articles, we will gradually
demonstrate the effect of attracting customers by continuously creating, such
as using keywords that customers are looking for in the title and title.
They appear primarily above and below search
results with the word "ad" in the site description. The ads listed
are "Google Ads" and "Yahoo! Search Ads".
The advantage is that you can directly reach
potential customers who are searching for terms related to your ad and are
highly motivated to buy.
Getting started is relatively easy, just go to
the dedicated ad management screen and enter the required information as
There is no need to contact the person in charge
of the media company to discuss the terms or check the ad script.
You can start posting anytime 24 hours a day, 365
days a year. The amount is also very easy, and the minimum price can be used
from $ 1,000. This is an ad that is easy to challenge for companies that want
to start advertising easily
The development of digital devices such as smartphones
has accelerated the shift to online purchasing methods.
If the purchasing method changes, the service
provider must adapt the marketing plan accordingly. Video ads have the great
advantage of being able to give users a concrete image online.
The use of influencers on social media such as
Facebook, Instagram, and Twitter is becoming common not only in BtoC but also
in BtoB. This method is used by many companies today. It aims to improve
company branding and product and service recognition.
However, recently, more and more companies are
using influencer marketing as a source of branding. Because it is a valuable
tool that lets us directly know the level of satisfaction with the service,
such as user feedback and word of mouth.
An increasing number of companies are acquiring
potential customers and conducting seminar guides by sending appropriate
messages based on the results of the analysis.
With improved analytics functions integrated with
influencers, it will be possible to manage registrations for ads and seminars
narrowed to specific targets such as age and gender.
It is a very effective method to take action
against many potential customers with little cost and effort.
Communication within the company is mainly done
by email. It is said that an average of two and a half hours per day is spent
answering emails. Regular email distribution and campaign announcements
increase the likelihood of being seen by customers who spend a lot of time on
Therefore, it is considered a very effective way
to improve the awareness and willingness to purchase from the users
of content such as blogs
Blogs are one of the most useful tools for
communicating the features and uniqueness of your company's services.
It is also useful for displaying functional
pop-ups to users who have viewed certain content on your website, or for
notifying users when content has been updated. We can provide users with fresh
and high-quality information.
From topics that potential customers have and may
be interested in, we connect them with the knowledge and products we can
By organizing seminars near customers, you can
inform them about your company and increase their trust.
Recently, the number of webinars conducted using
the web is increasing. Online tools will play an active role in various
situations, such as requesting participation via e-mail.
Measures to strengthen existing customer loyalty
The history of customer behaviour that can be
collected using web media is powerful analytical data for digital marketing.
In general, it is considered a good way to
acquire new customers, but it can also be useful for generating repeat sales
from existing customers and establishing new contractual connections.
Measures to improve operational efficiency and productivity
Marketing automation is essential for improving
operational efficiency and productivity.
Marketing automation is software that automates
and visualizes marketing such as email, SNS, and websites by collectively
managing company-owned potential customer information.
It automates a series of processes such as
cultivating and selecting potential customers and sharing information with the
sales department, greatly improving operational efficiency.
Developing a simple prospect takes a lot of work.
Email newsletters require a lot of work, such as selecting recipients, entering
addresses, checking and analyzing email open rates, analyzing whether people
are visiting your company's website, investigating interest in seminars, and
surveying participation rates.
By introducing software, the workload on the
person in charge is reduced and it is possible to focus on the work that should
be done. As a result, you can work on tasks other than analytics, which leads
to improved productivity.
for planning a digital marketing strategy
When it comes to digital marketing, you need to
have a strategy. Let's take a look at digital marketing in the B2B context and
think about the strategy you should develop according to your company.
Two Digital Marketing Challenges Faced by SMEs
The importance of digital marketing is obvious,
but it's also true that small and medium-sized enterprises have unique
challenges. There are two issues here.
A small annual budget can be a big challenge for
A third of companies have an annual budget of
less than a million. Company size is proportional to budget, and it is clear
that companies with annual sales of 1 billion yen or less have almost no
About 60% of groups with annual corporate budgets
for digital marketing between 3 million and 10 million dollars (37.7% of the
total) are trying to increase their budgets. Furthermore, more than half of the
companies with annual budgets of 10 million yen or more were expected to increase
This is the result of clarifying how important
the role digital marketing plays for companies.
But, more than 60% of companies with annual
budgets of 3 million yen or less are maintaining the status quo or declining.
It is expected that the budget gap will increase further in the future.
Shortage of digital marketing talent
The lack of skilled human resources is also a
major problem in digital marketing. In the questionnaire survey, about 50% of
companies answered that this is a problem for promotion.
A shortage of outsourcers has also been seen
among companies with annual digital marketing budgets above 3 million. After 3
million it increases rapidly and 30 to 40% is problematic.
About 50% of companies answered that they want to
stick to hiring their own employees. But among companies with annual budgets of
$5 million or more, a number of companies with annual budgets of $5 million or
more responded that they were OK with temporary staffing and they were OK with
We want to stick to our own reactions, but we can
clearly see that the current situation is not going well due to a lack of human
resources. In other words, they lack planning skills rather than practical
Maximize your business with digital marketing
Digital marketing is positioned as an essential
element for corporate growth and will increase in importance in the future.
At first glance, it seems difficult, but by
repeatedly analyzing what kind of service you want to offer your customers and
what kind of service your company can offer, you will be able to deepen your
understanding of digital marketing.
Let's aim to maximize the business by making good
use of it.