Brand recognition. The first stage of sales is the consumer's acquaintance with the company, trademark, and product catalog. This direction assumes the orientation of all activities to increase the level of awareness of the target audience and modeling the correct reaction of customers to the name of the promoted brand.
Lead generation . For business niches with complex sales schemes, digital marketing allows you to establish contacts with potential buyers for further interaction with them by sales department employees.
Sales generation. The Internet space makes it possible to conduct various digital promotion events and focus marketing efforts on sales. This involves working to attract target audiences and retain visitors to make repeat transactions.
Generating site visits. In those areas ig database of business where the advertising development model is used, the main task is to attract potential buyers to the Internet site. Such companies do not have the goal of selling any goods or services to the site user, since they receive income from monetizing visits through the display of PR ads.
Educating potential buyers. For innovative business niches, the direct path to large-scale sales begins with creating demand. This process involves promoting useful content that will form the values of new products in potential buyers and the feeling that the purchase is an opportunity to effectively solve their problem.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
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Goals and objectives of digital marketing
The goal of digital marketing is to increase sales . Digital tools help to lead the consumer to perform a target action (purchase, order, study a blog post). Digital marketing is aimed at retaining customers and motivating them to repeat sales.
Digital technologies, in order to lead the consumer to perform a target action, solve a number of important tasks:
Increasing brand awareness. Most buyers care about brand recognition. Digital marketing makes it possible to build a precise set of associations so that when a person has a specific need for a product, he or she will remember a specific company and be able to easily distinguish between offers from different brands.
Attracting visitors . Digital marketing enables businesses to communicate more with customers and attract them to the right sites. Various Internet marketing tools are used to solve this problem: email newsletters, search engine optimization, advertising on social networks, and contextual PR announcements. Offline advertising can also be used: SMS, digital screens, and interactive displays.
Lead generation. Attraction tools allow you to collect contact information of potential customers: email and phone number, to keep in touch with them in the future, encourage them to purchase, increase brand loyalty and turn them into regular customers.
Lead generation in digital marketing can be set up using a chat on the company's website, pop-up forms, contextual and targeted ads. Informational posts on a partner blog, etc. are also used.
Lead qualification. This task identifies a target group of potential buyers, so that they can then be passed on to sales specialists. They will interact with real leads (ready to make a purchase) and will not waste time on those who have not yet decided on a deal. Lead qualification increases the efficiency of the sales department.
Retain customers. Digital marketing helps businesses maintain long-term relationships with customers and encourage them to make repeat purchases. Retaining customers involves useful email or SMS newsletters, blog and social media posts, promotions and programs, and courteous and knowledgeable technical support staff.
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