Although I had some knowledge of marketing, this first week has helped me to learn some terminology which had not heard before, as well as, I found a lot of issues very interesting that I did not fully understand.
One of the first topics that we have to know is that marketing and digital marketing have to be part of the strategic planning due to these are strategic decisions with increasing weight within the companies.
To develop actions related to digital marketing, we have to know is what type of business do, where we are and where we go.
The first is to make a strategic plan to guide us in achieving our goals (from short-term to long) and how we are going to use our resources. To create the strategic plan you must know your business and your competition, know your customer and their preferences, your own strengths and weaknesses, see the opportunities and the threats.
Once you have analyzed your environment and know where you want to be we ought to implement the strategic plan.
SMART objectives give you a set of standards to achieve measurable goals in order to implement the digital marketing plan (in this case). S.M.A.R.T. is an acronym where each objective should be:
Specific: it must be described exactly
Measurable: It must be able to be measured with respect to certain terms
Achievable: If it is reachable
Realistic: Can be achievable over time and resources
Time bound: within a space of time
Digital Business Maturity
I have never hear about this but according to what I was learned this first week, there are 5 levels.
These range from level 0 where there is no digital presence, to level 4 where you are looking to the future. At level 1 we would have digital presence but not an integrated vision of online marketing while at level 2 will be a more strategic vision with the presence of e-engagement. At level 3 we have a more strategic long-term vision and a lot of innovation, everything is digital.
It explains the behavior of the customer and relationships between the consumer with the company and as the possible feedback is created.
Stimulus: It is something that makes the user will arise the need to know the product or service
ZMOT: Searching for information (social media, companies’ websites …), by the potential customer about our product or brand
FMOT: The potential customer becomes consumer and the time of purchase take place.
SMOT: It is based on the experience of a consumer for the product or service purchased. If customer is satisfied and leaving a good review you gain a new client and good promotion, however if the customer is dissatisfied, possibly bad publicity it would also be created.
As I have understood and online branding is the creation of a brand that allows position in the market and in the consumer’s mind about our competitors. For it we will use the social media, so that consumers remember our brand continuously, not a specific product or service, but the mark.
In this process customers do not even remember where they have seen, but they remember the brand and that influences their purchase decision.