Digital marketing and sales: where are we going?

[muskanhossain]

On the first day of Conecta Imobi 2021, we had the pleasure of welcoming André Siqueira to the stage, elected professional of the year in Inbound Marketing three times in a row by the Digitalks Award (2016, 2017 and 2018); and author of the book “Customer Acquisition Machine”, published in August 2021.

André explores RD Station's history of success and its inspiring content strategy, but emphasizes that there is no formula, the market is dynamic: it is not what brought you here that will take you forward; you need to be aware of market updates because everything changes all the time.

More complex purchasing journeys
Much more than just selling
From person to person
What to expect from the future
Note where to invest
More complex purchasing journeys
The purchasing journey has become more complex. The marketing process nepal whatsapp data is not the same as it was at the beginning of the decade, nor is consumer behavior. The big challenge is how to translate this into everyday life.

André tells us that data is fundamental, but it is dangerous when we do not abandon the first layer of obviousness of this reading; it is necessary to make the analysis of consumption data more complex to understand the new paths of the consumption journey.

“We need to understand the new, so that it works in our favor.”

There is a complex network in the relationship between the consumer and your company and it is necessary to have different tools and levers, with different capabilities and objectives, to understand the different forms of interaction in the relationship with the consumer.

It is also necessary to analyze a much broader continuity and context in the consumer journey than the actual purchase/sale, to discover the sum of the levers that really make a difference. We cannot summarize the success of the journey at the sale.

Much more than just selling
“The journey is not just about selling. Your goal is not to sell more, it is to have more satisfied customers.”

In this process, being a reference in content is essential : understanding the consumer, their desires, expectations, doubts and helping them along the way. André suggests replacing the imperative “Sell” with “Help” , and tells us that:

“Technology should help, but it’s still person-to-person. It always will be.”

From person to person
This type of relationship is essential and it is necessary to understand what people are looking for. This is what an algorithm does: it enhances learning about what people want.

However, this is just a tool and at least half of the journey is done face to face, through conversation. It is important to remember that this is an emotional area, and it requires connection with people. So the question we have is:

“How do I convey emotion and depth in my content? We are not born interesting, we become interesting.”

The more we understand the customer's day-to-day life, the easier it becomes to bring elements to the production of content, positioning, the product and the enterprise as a whole.

In fact, here André reinforced the importance of working with a diverse team: “It’s a question of strategy: we need different realities, new questions, new angles, all of this is very rich, it brings depth.”

What to expect from the future
For André, instead of trying to predict the future too much and seeking innovation in incredible ways, it is necessary to understand something that goes beyond new formulas:

“I don’t know what the future will be, but I know what won’t change and that’s what I invest in.”

Improving the customer journey experience and continually optimizing our tools are the best ways to prepare for the future. “Doing what serves my customer well: that’s where innovation comes in.”