The video I chose to watch for this reaction paper task was about digital marketing and how to make it successful. The video concentrated mostly on customer journey and marketing funnel tools and it presented basic knowledge that everyone who is running a business or working in a marketing team should know. It highlighted the importance of investing in digital marketing for a company’s success. However, It is important to ensure that marketing efforts are executed effectively to avoid waste of resources. The video presented good examples of both successful and unsuccessful instances of digital marketing.
I chose this topic because I prefer watching videos to reading articles. Moreover, I think that this topic is highly relevant to our course and I have no previous experience with digital marketing so I thought this video would be helpful to me. The video introduced me to new concepts, making it an ideal starting point for understanding the basics of digital marketing.
Customer knowledge is everything
If a company wants to succeed they need to know who their customers are. Knowing the customer base helps the company to target marketing toward potential customers. For example, advertising cleaning products on websites that are used mostly by children/teenagers is probably not really effective marketing.
I like to follow camping-related Instagram accounts. Sometimes, these accounts promote camping-related products that they have got through cooperation. Most of the time I get interested in the products/services they are testing and might want to try it out as well. I think that advertising through popular Instagram, TikTok, and similar social media accounts is an effective method to generate interest in a company’s products/services. I have observed that this marketing method has become more common among companies.
Customer journey and marketing funnel
Customer journey and marketing funnel tools are effective especially if they are used together. The video included an illustration of how the customer journey is constructed and how intricate it can be. Customer journey is not always a straight line from the beginning to the end. Customers might frequently traverse back and forth before they become loyal customers or choose not to become customers at all.
The marketing funnel tool was unfamiliar to me and I had never heard of it before. However, it quickly became evident how integral this tool is to the company’s marketing efforts. Various types of marketing funnel tools exist, but the one introduced in the video consisted of four stages: awareness, consideration, measurement, and loyalty. Illustration of the marketing funnel helped me to understand how challenging it can be to get a customer through every step from the starting point (awareness) to the end (loyalty).
Three important points about digital marketing
- Be active online. Every company must have some kind of digital platform, such as a website and/or social media channels. The Internet is one of the most potent tools for acquiring new customers and increasing companies’ sales assuming that effective strategies are used.
- Know your customers. Background research is important as it enables companies to develop their marketing strategies.
- Take advantage of different marketing tools and methods to make your sales grow. Companies are suggested to use customer journey, marketing funnel, or other similar tools as part of their marketing strategy.
What I learned?
It was challenging to draw parallels between the video and my own experiences since I do not have previous marketing experience. That is why I could relate to the issues presented in the video only from the perspective of a customer. However, I learned basic knowledge about digital marketing and the tools that are used in this field. Additionally, I have discovered that possessing knowledge of digital marketing brings a competitive advantage when competing with other companies.
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