The customer must always be at the heart of any marketing strategy, no matter the context. The internet has opened up a world of possibilities for marketers, and this element must take into account the level of knowledge a company has about its customers. In today's world, customers expect fast and transparent communication at every stage of the sales process. This new behavior means that customers, their needs, their buying habits, their supply requirements, and the online communities they belong to are all essential to a company's success. Therefore, it is important to be aware of everything related to customers in the online environment.
These elements may vary slightly depending on whether it is B2B or B2C, but the basic idea remains the same. The way content is written has changed and there is now a demand for concise and accurate publications rather than pages of brochures filled with flowery language. Therefore, a content audit is the most effective technique for evaluating your online communications. It can also be used to analyze your competitors' communications. It is important to provide the same level of service regardless of the channel.
This means that consistency must be maintained across all channels, from your blog to email, social media, and more. Whether you provide customer support through social media, email, phone, or online chat, you must establish and maintain the same standards and levels of service across all channels. When planning your marketing strategy or thinking about the type of content that best suits your niche, it is important to start with customers and their needs. To create better content, create personas for customers; at least four types. These should guide you on the type, tone, style, mix and best channel for your content.
The fourth C of content marketing is “conversation”.An effective content strategy should focus on developing conversations. As I mentioned in my previous article, content production increased by 35% last year but engagement levels decreased by 17%. This means that marketers must move towards engaging content rather than quality content. Why? Simply because of the “conversation” factor. In short, the Ralph Lauren website is one of the best examples of an excellent website for a clothing brand that covers all 7C in an appropriate manner.
However, understanding the 7 C's of digital marketing is essential to understanding the differences between digital marketing and traditional marketing.