Natural search engine optimization, usability, permission marketing or viral marketing are tools that have characterized digital marketing in the first half of this decade. These tools, even though they are still a necessary condition to compete on the Internet, are no longer a sufficient condition. The Web 2.0 revolution today demands broadening the perspective and opening up to new trends where consumers take on a much more active role. And although search engines continue to play a fundamental role in FIJI EMAIL LIST generating qualified traffic, it is necessary to learn to manage a greater variety of actors, scenarios and relationship plots where social networks are acquiring an unusual role.
Traditional digital marketing, if what has happened in the last ten years can be classified as traditional, has been incorporating tactics and tools to fulfill a single strategy: attract enough quality traffic to web portals and be able to convert this traffic in some kind of profit for the company. We could classify these tools based on the specific objective they fulfill within the life cycle of a visit:
This simple scheme includes most of the tactics that companies have used in recent years to obtain a return on investment from their Internet presence. To a certain extent, planning was simple because the actors and the relationships between them were also simple: on the one hand, a company that wants to make its offer reach consumers; on the other, potential customers; and, between the two, the Internet as a medium and support for this relationship. It was enough to analyze the foreseeable behavior of potential customers – what language they speak, what search engines they use, with what words they refer to our services or products – to design a good search engine positioning plan that would allow us to meet these customers.
A website with good usability and a careful design facilitated the transit of visitors through our website and increased the chances of conversion, whether it was to get a CPA Email List contact, a purchase or a collaboration. Rewarding previous customers or communicating new offers directly to their emails allowed them to encourage cross and repeat purchases from previous customers, cultivating their loyalty. And these good clients acted, of their own accord, as the best references to attract new users. All this in a more or less controlled and predictable scenario.