When you have a brand or product, it certainly requires the right strategy in making sales. One strategy that must be done is the marketing strategy. This strategy carries out careful and measurable patterns and planning so that the efforts we must make can be clearly known.
Along with the times, marketing strategies have been helped a lot by technology. Nowadays the marketing process must adapt to digital technology, a term that is often used is digital marketing.
Digital Marketing VS Traditional Marketing
Before discussing how a marketing strategy is carried out in the digital age, you should be aware of the weaknesses of traditional marketing strategies.
One very obvious weakness is that products are difficult to develop because little feedback is given. When the goods have reached the consumer, the seller cannot know how their experience when using the item.
While with digital marketing, product development is very fast. This is because the flow of information such as feed backs from consumers can be given easily.
While marketing in the digital age offers more advantages. In addition to service products that can be developed quickly as a result of the feedback, consumers can easily search for the services sought.
Not only that, this process can also be monitored in real time by business owners, so that monitoring and evaluation can be done at that time if there are problems that occur.
From this we can conclude that digital marketing is indeed effective, very much so.
How to market services in the digital age
After knowing the importance of marketing in the digital age, you must know how to step and strategy that must be done. The following are strategies that can be applied when marketing service products in the digital age:
- Understand the target market
This step is the most important step
- Understand the target market
This step is the most crucial and most important step. If it is wrongly planned, your service products cannot touch the market properly and service products cannot be sold.
See how NET TV is targeting the middle and upper markets but in reality the targeted market has no television, but instead switched to digital platforms.
In determining the target market, STP (segmenting, targeting and positioning) can be used.
The earliest stage is to do segmenting, namely the process of categorizing, classifying, and classifying the target market. Thus you can find out the most potential targets for selling service products.
Segmentation makes companies more likely to allocate resources, so financial performance will be more effective and efficient. With the segmentation, the company can map the services of competitors.
Then the second stage is the targeting process, which evaluates all potential segments that have been selected previously. In the evaluation process, you must look at two factors. First look at how the market appeal of the services you offer. Are among the segments there is a large or small attraction. Second, you have to look at the extent of the ability of the resources you have when you enter the chosen segment.
The last process is positioning. This strategy is the company’s effort to place a position in the prospect’s perspective when compared to competitors.
Positioning is done by looking at the brand image, the benefits offered by your service, and how a competition is useful for your product. The process is a reason for consumers to prefer the service products you offer.
- Analyzing competitor’s service products
In the digital age, competition will be even greater and open. You can even compete with products that even offer completely different benefits. This happens because in the digital age, consumer needs for service products are very dynamic, so you have to analyze competing service products well.
You cannot ignore competitors, especially in this digital age all market potential can change. Just a little late in innovating, you will be left far enough behind.
Do a little research on service products that come from your competitors. See how the strategies and market distribution they apply. That way you can make the right response when selling service products.
- Prioritize digital tactics and channels
Nowadays there are tons of social media channels available. Examples of digital channels that are often used are fb, youtube, twitter, and instragram. All of these media have different potential, because the characteristics of social media are also different. The differences that occur make you have to put service products on the right media.
Therefore, maximize the potential of your service products through these two services through the approaches needed. This is done so that company resources can be channeled efficiently, and there is no need to waste a lot of money on marketing distribution.
- Maximize the potential of marketing channels
There are lots of marketing channels that are used. For example Facebook ads, Instagram ads, YouTube ads, and blogs. But if you already have several channels, maximize on one there are two channels that really have the potential to get consumers.
Do not until when you have invested a lot of funds in many channels but the results are not optimal. It’s better to focus on just a few channels, according to the volume of the number of services you offer. In order to be financially, the distribution of investment funds is right on target.
- Measuring the results of market performance
In the digital world, market performance is quite fluid and volatile. This is because consumers quickly change their choices, even though they feel the service you offer is good for them. However, if you find a service whose quality is slightly below you but the price difference is very striking, then they will quickly change your mind
Therefore, you must measure market performance, so as not to be cheated by competitors who play with prices.
The way to measure market performance can be done by planning achievement targets. For example in the next month you should increase online sales by 30%, get an increase in product search by 20%, and consumer involvement in social media by 50%.
With these targets, you can measure how your marketing is performing and evaluate it well.
- Analyze marketing effectiveness
This step is done if you already have a good marketing distribution. For example by using optimization tools (SEO). The thing that you can measure is whether by being ranked in the top Google directly increases sales.
If it does not mean that there is something wrong in the content that you fill is not appropriate, or does not represent the service product that you sell.
Analysis like this really needs to be done so that the funds you have are not wasted. In addition, the evaluation process also needs to be done regularly. Especially on the content that you provide on the website or social media.
Assess whether the content you create still has appeal in a marketing strategy. If not, change the content and adjust it to the market needs that you enter.