Giant investing less This was the slogan used in a spectacular Volkswagen campaign: it not only saved them from bankruptcy, but also changed the way they advertise their products.
In short it was a direct and straightforward campaign
even too sincere. It showed that the car was dominican republic phone number list not perfect, but it was exactly what Americans needed at that moment.
And it is from this guideline that I come to talk to you about something extremely relevant: industrial marketing.
For decades, successful industries “fired bazookas” at marketing, with million-dollar campaigns in major media outlets.
The thing is, the scenario has
changed: having a large budget giant investing our commitment to truth in the age of social media misinformation less doesn’t guarantee that you’ll reach a large market share. In other words, that tried-and-true formula no longer has the same effect. It’s time to open your mind to new practices and trends, okay?
Did you know that 71% of companies looking for suppliers do so online? This is the significant data that Google has provided, which shows how much the B2B market is changing the way it works.
Another relevant fact is that this percentage
consumers have the habit of evaluating the online content of at least 12 companies before approaching any of them. In other words, if “thinking small” means not putting the spotlight in the customer’s face to sell, then think small and go big!
Less is more. Really?
There is no point in investing rivers of money in campaigns
media and events without having a good strategic rich data digital marketing plan, as the company needs to be attractive both at the time of this search and afterwards.
And another thing: when you impact someone, the digital medium allows you to relate and create bonds. More than that: it allows you to really get to know your prospects/clients, including their tastes, habits, needs, etc.
We can say that the creator of Inbound Marketing may have been inspired by this Volkswagen campaign: it highlights the supposed “problem” and then, in a subtle way, shows the best “solution”.
The truth is that Volkswagen had a
very efficient and innovative idea within a very unfavorable scenario. Especially if we take into account the unstable and transitional scenario that industries in our country are experiencing.
Therefore, digital marketing has proven to be a great ally for industries, especially because it is much more economical – and assertive.
Oh, and don’t think that this text is intended
criticize giant investing less offline marketing practices. What I intend to do here is invite you to consider (and very much so) the inclusion of digital marketing in your industry’s annual planning.
Furthermore going a little deeper
industrial sectors have specific products that need to be described in detail to their potential consumers. Digital marketing is a great help in this regard. As it enables targeted advertising to consumers who are genuinely interested, and this creates relationships, building loyalty in a natural and efficient way.
So think about it: maybe this “thinking small” can guarantee you “huge results”.