When I talk to marketing decision-makers about "digital marketing" or follow the professional discourse online, I notice that something has changed.
The times when you "just did something on Facebook" are definitely over. The "digital playground" where you just tried things out without committing to goals or KPIs is closed. The "youthful sin" of banner advertising has given way for many, if not all, to the realization that you can't win customers over by disturbing and annoying them. This includes the certainty that click fraud at a rate of between 40-60% has shaken the confidence of marketers.
In other words, digital marketing has grown up. And this maturation process has been accompanied, in my perception, by 3 fundamental realizations.
1. content marketing is not a matter of course!
There is no way around content marketing anymore! It is definitely the most important goal-oriented insight of the last 3 years. But content marketing is not a channel that you can just book with the appropriate budgets.
Rather, it is a strategy,which requires profound changes in companies and their service providers. The biggest challenge is the conception and creation of content that offers the buyer persona real added value. It should be noted that the "buyers" addressed in this way do not suffer from a lack of content... Rather, the opposite is the case.
In fact, the amount of content available is increasing dramatically.
This is why search engines, first and foremost Google, play a central role. The competition for the important, relevant keywords is so strong in most areas that organic playout of the company's content is usually illusory. (The exception is long-tail keywords, which mostly come into play in B2B niches).
Google, of course, provides the solution to this problem right away: Google Ads!
However, Google has of course internalized the "price-selling function" to such an extent that it always sets the price point that is optimal for Google. In other words, right at the pain threshold. On top of that, Google Ads have no sustainability whatsoever. They deliver traffic as long as they run. If you turn them off, the traffic is gone and the brand is enriched by nothing.
2. Facebook & Co. are not the solution!
The enthusiasm for Facebook has given way to a much more sober assessment among marketers. Of course, with 2 billion users, Facebook has a fabulous reach. And the prospect of companies being able to enter into a sustained dialogue with their customers on Facebook has now persuaded around 45 million companies to invest in their Facebook presence and the largest possible fan base.
But now that so many businesses are on the platform, Facebook has "turned up the heat" on its algorithm. An average business post willonly 0.9% of your own followers are played organically in the feed! Whoever wants to change that has to pay.
It is also no coincidence that Sheryl Sandberg, as a former Google executive, is behind this highly successful Facebook Ads strategy. For the companies, the bitter reality is that they have outsourced their community to a partner who robs them of their customer data and allows them access to the customers only against payment.
Welcome to the duopoly of Google and Facebook where 90% of the growth in digital advertising spend now goes.
3. companies are deep in the data swamp
Data is generated in all areas of digital marketing. Google's and Facebook's, as I said, are of course of limited use to businesses. But data is also generated on your own website, on blogs, in e-shops, on communities, in apps and of course via good old email. Then there is the data from the various tracking, SEO, publishing and CRM tools.
The data is usually all stuck in isolated silos, which makes it very costly and of limited use.
The proliferation of digital tools is becoming more of a problem for businesses instead of a solution.
Digital sales marketing
The digital sales marketing of the future relies on the big platforms on the one hand, and at the same time uses its own sustainable platforms on which you yourself have data sovereignty. Google, Facebook & Co. are still indispensable, but in the future they will play more of a "reach supplier" role. Not the brand platform.
We identify the following three trends in digital sales marketing:
Own, sustainable brand communities
that give customers added value via relevant content and digital services. On these brand communities, you have data sovereignty and can integrate them with your enterprise applications such as CRM or e-commerce systems. This way you can personalize your content and your offer communication.Juptr.iois one such provider that offers "smart brand communities" in various forms as SaaS.
Integrated Marketing Automation
instead of operating a "tool zoo" with various measurement processes and data pots. The market-leading system (HubSpot) integrates the entire marketing process: How do I attract customers to my website, convert them to qualified leads and subsequently to customers?Marketing automation systems like HubSpotare Software as a Service and integrate the most important digital tools in one application. And the most important thing: in one data pool.
Marketing and sales are becoming inseparable
Until not so long ago, marketing and sales were virtually the prototype of internal rivalry.
In digital sales marketing, both become "accomplices". Together they become experts in buyer persona and together they define the optimal "lead temperature" for handing over the lead to sales.
Modern marketing automation software (such as HubSpot) also integrates CRM and sales tools for the sales department so that they can use the data gained in marketing without friction losses. Because in the end, as always, what counts is sales success!