The immersion of companies in the Internet is accelerating and becomes a necessary space for dialogue with different audiences. How can this interactive medium be effective and profitable at the same time?
The immersion of companies in the Internet is accelerating and becomes a necessary space for dialogue with different audiences. How to make this interactive medium effective and profitable at the same time?
The advancement of new technologies, the exponential growth of Internet penetration, the policies of democratization of information, as well as the increase in the usability of the medium, have led organizations to focus their efforts on the inclusion of the Internet as one of the main means to take into account, within its communication and marketing strategies.
Today companies recognize the need to have a website through which to offer their products or services, provide corporate information and create a space for contact with their customers and consumers. However, there are many cases in which there is no basic strategy that allows achieving the objective and returns the investment made in the medium, thus making profitable relations with its customers.
The companies that have been on the Internet for the longest time and that are using it as a medium have evolved from having an informative contact site, to turning their site into an effective marketing tool that allows them to manage communications with their customers and consumers., receiving and sending valuable information.
Some of them have even migrated services, products and even documents from physical media to virtual media, such as the generation of keys, extracts or document management, inventories with suppliers or clients, and the sale of products online, thereby reducing operating costs. and they make their Internet space profitable.
Likewise, companies are seeing an effective and profitable means online, which allows them to obtain valuable information from their clients or consumers with a significantly lower initial investment, compared to other means.
The Internet is one of the few, if not the only means that allows to measure, step by step, each one of the actions that the user performs since he is impacted by communication, which gives companies the necessary information to correct possible deviations in real time, while offering detailed statistics that reflect the effectiveness of the communication action carried out and therefore the expected return on investment.
Additionally, through the Internet, companies have discovered that they can generate databases that allow them to more effectively approach their customers and consumers, profiling information and even offering the possibility of obtaining additional benefits for using their Internet platform.
Given this environment, what does an organization need to get to the point of making the Internet an effective communication and marketing tool? The only thing required to achieve this effectively is a well-defined base strategy in accordance with the needs, objectives and interests of the organization.
Thus, organizations can implement, among others, capture or loyalty strategies through the Internet, offering valuable information and content for their users and generating VIP differentials for their consumers and frequent surfers, thus strengthening the brand in your mind and increase the desire for it, as the virtual user identifies, communicates and receives benefits from it.
Thus, it is not enough to have a website where information about the company and its products or services is captured, since it must respond to a fundamental strategy that aims at a clear objective set by the organization, which at its time responds to a business, market or communication need.
However, in order for the strategy defined by the organization to obtain the expected results on the Internet, it is necessary to have a person responsible for developing and monitoring the strategy, managing the information and offering value differentials for users, at the same time that it solves or directs in a timely and effective way the requirements that arrive by this means.
At this point, seeking advice on the Internet as a medium plays an important role, since the knowledge that specialists have of it and its technical and communication potential facilitates the results that the organization seeks through its Internet initiatives.
Here are some key points to generate effective communication through the network:
- Determine what are the objectives of the organization in terms of growth, marketing, product placement and services contemplated in the marketing plan. Clearly define the scope and objective sought. For example: generate traffic to the page, get records, encourage the consumption of a product or a service, virtualize the relationship with customers or launch a new product, among others. Establish how the page or the strategies applied in other electronic media. They can support the achievement of the objectives set. Verify the needs in terms of developments or technical requirements, visualizing all possible scenarios, to avoid future failures. Estimate and define the means to use in the strategy,taking into account criteria such as the target audience and their consumption habits, patterns that allow identifying the medium with the highest affinity for the user.
Carrying out the aforementioned steps allows the communication strategy and online market to be correctly routed, fulfilling the established objectives and ensuring that the investment both on the website and in the different communication actions carried out are truly effective and profitable for the organization..
