Every year, companies invest huge amount of money to create complex digital marketing strategies. The purpose is to get you to buy their products and become their walking billboard.
For example, have you noticed that after some minutes browsing for your next pair of shoes on eBay, you get bombarded by shoe ads everywhere? This includes your Facebook account to your email inbox?
The truth is, you don’t really realize that your online actions are captured, analyzed and used to make you purchase more.
In this post, I am going to share three ways how companies are generating money through their marketing campaigns.
Retargeting gives companies a second attempt to get you to buy their product. One example is when you visit Ebay for a few minutes and start seeing ads related to your purchase preferences.
Companies also need to ensure that their funnels lead to a proper webpage which has been optimized to convert customers.
Ultimately, each visitor will have retargeting “cookies” in his or her browser. Hence, businesses are able to display retargeting ads almost everywhere you go.
But hold on, why do businesses invest so much in making sure that you see their ads and eventually come back to them?
The answer: Only 2% of customers will buy a product at first go. The 98% remaining will look around and try to find better alternatives. Retargeting ads helps businesses bring back these people to them.
Online Reputation Management
We all have that one picture appearing in our Facebook account of which we are not particularly proud. It might be pictures of a crazy party you went to which may be detrimental to your next job appointment even though you have the best resume.
Same applies to businesses. In fact, the surge of online businesses brought in negative actions usually beyond the control of businesses.
Here is where Online Reputation Management comes in handy.
Let’s say you need to buy the latest phone on the market. Most probably you will read the reviews from other users. Chances are that you will read some bad comments about the product.
To make sure these negative comments do not affect your buying intent, companies invest time and efforts to avert them while promoting positive content about their brand.
But, there is more to Online Reputation Management.
Here are 6 reasons more why companies are focusing on developing a good online reputation through digital marketing.
Social Media Marketing
A recent study by Havard School of Business revealed that businesses with integrated social media plans are more likely to increase their sales by 5%.
What does it mean for us, consumers?
It means that Facebook among other social media channels, initially a way for people to connect has now become a marketplace, where brands are fighting to generate sales.
The ultimate goal remaining to make us buy more.
By crafting targeted content, businesses are able to trigger interest, nurture us towards first understanding their products and secondly buying them.
For instance, you will often see adverts from a website you just visited on your Facebook newsfeed thanks to the cookies on your browser.
Concretely, if you like pets’ products and everything around breeding, chances for you to come across related adverts are high. Below is one example from Shutterfly.
The internet has given a bigger dimension for people to connect with each other. However, this also helped businesses to market their products. Through digital marketing strategies such as retargeting, online reputation management and social media, businesses have been able to make more money on our head.
But, in the end, we are all masters of our own choices.