In today's world, the flexibility and personalization that networks provide seems to make pricing a logical area for companies to move to online marketing. As a result, companies that use digital tools throughout the marketing are more likely than others to use more sophisticated online service tools. However, corporate actions in this area have been slower than in other marketing areas. Most companies believe that online tools are not particularly important for pricing, and even more, some companies do not consider it important at all.
Companies that regularly use online marketing tools for a full range of marketing activities are also more active in using a full range of online advertising media: they are more likely to use each online medium than companies that use less online tools, and especially May use more video ads, title sponsorships, blogs, and social networks. Expenditure on digital advertising appears to have increased substantially. Some companies often use digital advertising tools (from email to blogs). .
Businesses use online advertising and conduct online and offline marketing campaigns. Companies that regularly use online tools for all marketing purposes are twice as likely to do this integrated marketing campaign as other companies. As the use of digital tools increases, this combination of online and offline marketing campaigns may also increase.
Online tools can help companies achieve all of the goals of the entire customer decision-making process, sometimes in a way that is contrary to common sense about the better usage of these tools. For example, search ads are developed to generate direct responses, and these ads have almost the same role in building brands. It is also clear that companies are experimenting with various online media: for some online media, a wide range of goals are described, indicating that many companies still seem to be considering which digital marketing technologies are more effective. Although marketers expect that they will increasingly rely on digital advertising media, they also realize that there are many obstacles that may slow down the process of adopting these tools.
Whether for companies that are already doing online advertising, or for companies that have not yet done online advertising, the lack of sufficient capacity of companies or their agents is a more worrying issue. Insufficient capacity in companies that are already doing online advertising is an obstacle. Even in companies that often use online tools for marketing purposes, 50% emphasize the ability barriers in online advertising. Another frequently mentioned obstacle – the lack of indicators to measure impact – is common sense, because easily measuring return on investment is one of the key selling points of many online media. It is particularly noteworthy that more than half of companies that are doing online advertising believe that the lack of metrics is an obstacle. On the other hand, it is worth noting that some common concerns (such as the belief that doing online advertising will put the brand of the company at risk) seem to It has not worried most companies.
The lack of online capabilities is far more than the marketing department: if the investment in the cultivation of corporate capabilities is increased, it will make the initial investment in Internet technology more effective. Collaboration tools such as blogs, wikis, and social networks are being used for advertising, product development, and customer service. Businesses use some sort of collaborative or interactive tool to advertise. Companies use these tools to retain customers, which is in line with the consensus that online tools can help build relationships between customers and businesses. The enthusiasm to try to use these tools is quite obvious.
Companies use online tools to engage customers in product development, and the reasons for this vary significantly from industry to industry. In addition, some companies are using product development collaboration tools, such as launching discussions on blogs to test ideas, engaging customers with collaborative design tools, or testing product sales in a virtual world. Companies that often use digital tools for all marketing purposes are more likely to use these products to develop collaboration tools than other companies.
The evolution of digital marketing reflects fundamental changes in consumer behavior. More and more people have used the Internet to search for information, replacing the information channels used in books, yellow pages, libraries, car dealers, department stores or real estate agents. By doing so, you can often learn about new product information and make price comparisons. For most consumers, the network will play an important role in the first two phases of the consumer decision-making process—product awareness and information gathering—although there will be significant differences across industries. Most consumers' expectations for online search for new products may be a factor in companies' plans to significantly increase their investment in several digital advertising tools that they believe are useful for building brands. Only a small percentage of customers will use the network to trade or get services.
In short, companies only use all online marketing tools frequently, and integrate online and offline marketing work, which is the right marketing. However, most companies have not done so, and some companies use online tools to influence offline sales. As online tools and technologies become more and more important in marketing strategies, these may continue to grow. Through successful efforts, the possibility of increasing communication with a large number of online consumers may also benefit from offline marketing.