Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories, Master in Strategy and Creative Management of the Brand – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. Despite the fact that the analyzes, articles and recommendations of the experts have been pointing out in recent times certain points that they defended as basic when approaching consumers and despite the fact that it is taken for granted that many of these points are They have already become part of the norm, the truth is that there are still companies that are doing it wrong, that are ignoring these realities or that are betting on elements that are not the most appropriate to reach consumers in these times. Or, even more worrying, there are still companies that have not understood the importance of new scenarios and new elements that are part of consumers’ lives when creating their marketing strategy. In short, there are still companies that have not understood the importance of the internet and,

That is what the 2016 State of Small Business Report has just shown Nicaragua Email List which has analyzed what SMEs are doing in terms of strategy and has detected that these companies are not using the tools at their disposal very well and are failing , above all, in social networks and in marketing (when it is not that they are simply ignoring these scenarios and not directly using those tools). In general, SMEs spend little money on marketing. 29% invest between 4 and 6% of their income, 25% between 1 and 3 and 24% between 7 and 10. A shocking 9% (which can be translated by one in 10 SMEs ) invests absolutely nothing in marketing. In fact, among the techniques they use the most and trust the most is word of mouth, a very powerful technique, it is true, but you can control little and force less when you have so little muscle.

Social networks, not very well worked, According to the study data , one in five SMEs never uses social networks. Of the four out of five who do, it’s not that they’re using it really correctly either. SMEs tend to fall into the errors that are always said to be avoided on social networks and tend to fall directly into talking directly about their products and forgetting everything else. Thus, 45% use them simply to promote specific products and services and 38% to share information about promotions, offers and discounts. These contents are not bad, certainly, but they cannot be the only element within the social presence of the brands.

After these two points, SMEs use social networks to gain fans (another 38%), get feedback (34%), share videos (29%), get recognition from employees (28), share corporate blog posts (28). ) or stand out as experts (23). They fail in email marketing or online marketing, Although social networks are one of the scenarios in which it is more clearly seen how SMEs are wasting social networks and their opportunities, the truth is that these companies are also failing in other scenarios that could help them to position themselves better in it each time. most competitive world of consumption. One of the areas where they are failing is in email marketing. Sending emails has become a forgotten priority of SMEs, which focus on getting fans on social networks instead of databases, despite the fact that in this way they depend on a third party and that the possibilities of being seen messages they want to share are minor.

But perhaps before launching into email marketing, SMBs should focus on much bigger and higher-level mistakes they are making in digital marketing. Despite the fact that the brand website is the company’s online ambassador, SMEs are generally neglecting it. Not all of them use it to do marketing and not all of them also use it completely. The information they share in this scenario is not always enough. Thus, only half  of the SMEs analyzed provide direct contact information (such as location, email or phone number), only 32% integrate e-commerce and only 49% clearly state how to contact the sales or customer service department .

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