The “E-commerce Study 2021” by the World Association of Communication, Advertising and Digital Marketing, IAB Spain , reveals that 76% of Spanish Internet users aged 16 to 70 already buy online. This trend reflects the obligation that brands have today to invest in presence and notoriety on the Internet . Given this situation, it is essential to allocate economic resources in an efficient and measurable way to be able to evaluate the success of a campaign. In order to help companies, the agency 3AW has prepared a series of tips to invest resources intelligently to make your brand or company competitive in an increasingly specialized digital environment:
Measurable , Achievable , united arab emirates number dataerformance systematically, that is, have absolute control of the work carried out and the results obtained.
Choosing the ideal Buyer Persona: identifying our ideal buyer can be achieved, on the one hand, by looking at data and sales history, or by creating it from scratch, using the methodology of what, who, when, where and why. It is recommended that, at first, you create one or more buyer personas and, from there, as you run campaigns, use the data based on the buyer personas created to find your target more easily.
Perfect balance between Paid Media and Organic Media: while organic growth requires a lot of effort and time, paid traffic is more direct, but more expensive. Therefore, first of all, it is preferable to generate quality content organically so that the paid campaign generates trust in your target audience, that is, to find the right balance so that they feed off each other.
Channel your efforts: Diversifying channels and media by asking yourself where you want to be seen is key to reaching your target audience . Although there are platforms that are a priori more profitable, many brands are choosing to carry out paid campaigns on TikTok or Instagram, where the short video format helps capture the attention of the elusive Generation Z.
Prospecting and Retargeting : As part of programmatic advertising, prospecting helps to attract potential customers by placing ads on third-party websites, while retargeting makes ads appear on other websites to users who have previously visited our website. The correct placement of ads in both campaigns will ensure that our brand is top of mind for online buyers at all times.
Customer Relationship Management (CRM ): Managing your customer relationship is vital to the success of a paid campaign. Reward loyalty, communicate effectively without being overwhelming, be responsive and consistent with potential customer inquiries, and lastly, always show gratitude. In short, invest in the community and get customers to want to come back and not send all the work done to the spam folder .
Create an effective landing page .