Online environment and technological gadgets
Posted: Wed Feb 19, 2025 10:14 am
Marketing has really moved on in many ways in recent years. Today's marketing director must be half an "IT guy". For many people, using online marketing tools is still something new and because of that they feel that if they start using them, they will be ahead of the competition. But that is no longer the case. It was the case ten, maybe five years ago. Today, using online marketing tools is also a "must have". It is not enough to turn on search campaigns or get social networks and that's it. Everyone does that. That is, what was valid before (the 90s) and is making a significant comeback today is the role of a strong brand. Brands that will bring direct visitors to your website and save you money on expensive clicks. Brands that will increase your conversion rate on your e-shop so that you will achieve a positive margin again. Brands that allow you to be a drop more expensive than unknown competitors because you are trustworthy and those few crowns of difference no longer matter – but 100 thousand times 50 CZK is 5 million. On the other hand, it is clear that, for example, in advertising nowadays, everything starts online. Ten, maybe even five years ago (in many companies even today), it was clear – 360 degree branding, we create the main product = print, we “shoot” it into formats and we go into the campaign. Somewhere before, a banner was probably part of the mix of communication tools, but rather at the tail end of interest with the approach from the creative team “it's just a banner, let's not talk about whether it's good, they will format it somehow in a media agency.
Nowadays, things really have to be different. Of course, a strong communication idea must remain at the beginning, but slovenia phone number data it is primarily necessary to think from the beginning about how we will work with it in the online environment. How it will be transferable using the online format. And at the same time, thanks to the fact that online tools play a leading role, we must count on the fact that we will work very significantly with data in the campaign. The additional bonus is the use of technological "toys" such as VR or augmented reality. At the end of the day, however, none of these technological gadgets will replace a strong communication idea. That is, the basis - a strong product and strong visions, brands and credit ideas remain. What has changed are the tools, technologies, data and IT gadgets used.
The above is reflected in the approach to marketing in many companies. Many of them are once again aware of its importance and are strengthening its significance. Unfortunately, in many (often Czech, medium-sized) companies, marketing is still synonymous with a reserve for the first budget cuts, or for spending money. The marketing manager is often a former assistant to the CEO who got the position as a reward, because after all, the Christmas party and gifts for clients are actually marketing. And yet it is a great shame, because as I mentioned, it is precisely correctly and conceptually managed marketing that can help these companies differentiate themselves and grow their sales.
Nowadays, things really have to be different. Of course, a strong communication idea must remain at the beginning, but slovenia phone number data it is primarily necessary to think from the beginning about how we will work with it in the online environment. How it will be transferable using the online format. And at the same time, thanks to the fact that online tools play a leading role, we must count on the fact that we will work very significantly with data in the campaign. The additional bonus is the use of technological "toys" such as VR or augmented reality. At the end of the day, however, none of these technological gadgets will replace a strong communication idea. That is, the basis - a strong product and strong visions, brands and credit ideas remain. What has changed are the tools, technologies, data and IT gadgets used.
The above is reflected in the approach to marketing in many companies. Many of them are once again aware of its importance and are strengthening its significance. Unfortunately, in many (often Czech, medium-sized) companies, marketing is still synonymous with a reserve for the first budget cuts, or for spending money. The marketing manager is often a former assistant to the CEO who got the position as a reward, because after all, the Christmas party and gifts for clients are actually marketing. And yet it is a great shame, because as I mentioned, it is precisely correctly and conceptually managed marketing that can help these companies differentiate themselves and grow their sales.