The customer must be at the center of any marketing model in any marketing context. The Internet offers marketers significant marketing opportunities, and this element must take into account the depth with which the company knows its customers. At every stage of your sales process, you currently expect fast and transparent communication. New behavior means that your customer, their needs, their purchasing behavior, their supply requirements and the online communities to which they belong are essential to you.
Therefore, you must be aware of everything related to your customer in the online environment. These elements are slightly different whether it's B2B or B2C, but the basic idea is the same. The nature of text writing has changed and there is now a demand for sharp, accurate publications rather than pages of brochures covered in elegant text. Therefore, a content audit is the most effective technique for evaluating your online communications.
You can also use it to analyze your competitors' communications. It's about being able to offer the same level of service regardless of the channel. So, you need to maintain consistency 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.
Whether you're planning your marketing strategy or thinking about the type of content that best suits your niche, the starting point for everything will be customers and their needs. To develop better content, design characters for customers; at least 4 types. They should guide you on the type, tone, style, mix and the best channel. The fourth C of content marketing is “conversation”.
An effective content strategy should focus on developing the conversation. As I noted in my previous article, content production increased by 35% last year, but the level of participation fell by 17%. Therefore, marketers must migrate to 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, covering all 7C in an appropriate manner. However, understanding the 7 C's of online digital marketing is essential to understanding the challenges of digital marketing versus traditional marketing.
