Historically, CEOs of organizations have ignored anything that smells or has to do with something related to "digital" (unless the business was born on the Internet).
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Until not long ago, being online in Mexico was synonymous with having an Internet page under the exclusive responsibility of the systems department; rare was the case where the marketing department was involved.
Nowadays, more and more companies understand the importance of having a Digital Strategy , proof of this is the creation of internal departments in charge of coordinating it, or they resort to specialized agencies.
However, in most cases the apathy of the Director General prevails (especially when most of them are over 50 years old) who delegates the issue and remains on the sidelines (sometimes he does not even know it exists).
Having an Internet page became a commodity, doing eMarketing no longer generates differentiation and eCommerce is often no longer even an option, but an obligation.
Inbound Marketing is the evolution of all those efforts, a strategy that uses digital media to develop relationships of trust to accompany the user from the time they are unknown, until they become a prospect, customer and, finally, supporter of the brand. product or service.
It is a philosophy linked to sales strategies, to the generation of business ideas.
So why should a CEO be interested in a different strategy if he has historically ignored "digital?"
At GROU, the leading agency in the development of Inbound Marketing in Mexico, we see 4 compelling reasons for many to stop asking what is Inbound Marketing?
1. IT IS A STRATEGIC ISSUE
If you don't believe it, ask Kodak… well, what's left of it. The digital age has arrived as a Tsunami and has destroyed - or is about to destroy - entire companies and industries (books, records, newspapers, shopping centers, etc.).
However, there are also those who have taken advantage of the chaos to generate extraordinary business models (Netflix, iTunes, Spotify, etc.).
No matter what the industry or the company, the new environment offered by digital channels and audiences represents serious risks and opportunities for the business.
So the ideal is to include them in the short, medium and long term planning of the company .
2. IT IS A SUSTAINABILITY ISSUE
Inbound Marketing is giving value to the user before receiving something in return. It involves the generation of abundant content of value that allows establishing solid and lasting relationships, seeking as a result love for the brand and, with it, loyalty.
Have you ever wondered if your customers really love your brand?
Do they buy it out of necessity? For price?
Do you generate value beyond the basic need you satisfy?
What is there beyond the shopping experience, what follows after you have a new customer?
In an environment where the client has power and it becomes exponential with the voice that social networks give it, where more and more products and services are just a click away and yours can be compared with unlimited options, have loyalty is of greater importance than ever before.
3. IT IS A GENERATOR OF COMPETITIVE ADVANTAGES
The good news is that the adoption of Inbound Marketing in our country is very low, the few that apply it do so empirically and with wide areas of opportunity.
In most industries the opportunity is open, there is the possibility of generating a community with high links of prospects and clients around different topics of interest and, with them, the availability of generating robust and useful databases to promote business, market information and other assets that can even make the competition irrelevant.
4. IT IS AN INCOME DETONATOR
Generally speaking, the two biggest concerns for a CEO are called revenue and costs. Inbound involves Marketing and Sales as a single unit and, if applied well, it is truly an exponential revenue trigger.
It is not only about generating income from eCommerce (online sales), it also includes closings with sales force through traditional means, which turns digital media into a generator of qualified leads.
This is where the sales force did not arrive before, and the best thing is that it is achieved with lower costs and in a shorter time.
Depending on the industry, this philosophy can revolutionize the way of doing business, therefore it is a critical issue for all organizations.
These are just some of the reasons. This is a subject in constant change, so I invite you to learn more and keep this communication channel open through the blog, our website and on our social networks. There you will find content with the detail of What is it? Who is it for? How is it done? What is required? , etc.
LET'S KEEP TALKING. DO NOT IGNORE IT, IT SUITS YOU.
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