From marketing to e-mkt

The Internet has become another tool in the commercial scheme of any company trying to reach today’s consumer.
For any organization, having a website during the nineties was simply a plus; Currently, it is necessary to have digital and electronic means that put us in close contact with the client in order to know their expectations.

If someone asked themselves ten years ago, What is the function of a company? I would simply answer that everything boils down to the production and marketing of goods and/or services, in order to achieve profit or benefit by meeting the needs and desires of the market, but that process is becoming more and more complex every day, consumer habits are changing. speed, for example: a few years ago large dairy companies; specifically milk, they had a portfolio of a maximum of three products (whole, light and semi-skimmed milk), now it would take us hours to identify all the products that a company of this type manages (milk with omega 3, fiber, low fat, etc.)

Another example is the company Fomento Economico Mexicano, better known as FEMSA; the largest bottler and distributor of Coca Cola in the world, which recently decided to bet on product diversification based on current consumer behavior, adding healthy non-carbonated drinks to its line of carbonated drinks, such as Jugos del Valle , Agua de los Ángeles and recently Fuze Tea (formerly Nestea ). Faced with this situation, alternative communication, sales and distribution channels become essential in today’s complex commercial world.

All of this is based on the fact that we currently find a consumer who is attracted to an alternative, seeks experiences with the brand, declares himself open to innovative products that enable him to be comfortable and reduce time in daily activities, is a true hunter of rational offers who is looking for mobility and portability for most of the day via the internet and mobile devices, it can be compulsive and brooding, spendthrift and thrifty… quite a case study, within its theme values ​​such as security, simplification, demand, personalization, but above all communication. Consumers who not only inform, but want to be a part of brands and become transmitters of product attributes and shortcomings to other individuals.

Have consumers entered an era of change or has change always been there? The reality is that changes have always existed, in order for a company to be successful in business today, it must take into account that the change in consumer habits not only leads to threats, but is also the raw material for opportunities that enable organizational evolution. A necessary evolution to realize that we have moved from an era of transactions to an era of client-company relationships.

Today’s consumer seeks to learn about the benefits and features that a particular good or service can provide through references and opinions on the Internet before embarking on the buying process, so it is vital that organizations consider this tool as part of their commercial scheme.

But how can my company adapt to the constant changes in consumer habits? The answer is simple; Marketing guru Kevin Roberts mentions in his book Lovemarks that “when the winds of change blow, you must build windmills, not walls”.

E-marketing is a series of activities that go beyond just creating websites, we are talking about an effective structure that integrates strategic marketing and the Internet in order to change organizational habits and the way brands communicate with consumers. We could say that e-marketing is all those actions that are carried out online including websites, search engines, social networks such as Facebook, YouTube and Twitter with the aim of concretely knowing consumers… “windmills in the winds of change.”

The Internet has now become an indispensable tool in the business world, it is a means by which we can promote and market our products or services in a global, fast way, at lower costs and in a more interactive way. achieving as a result a significant increase in our sales, unlike companies that work according to a conventional system.

Creator of the term Buyology; Martin Lindstrom comments in one of his publications that the priority at the moment is that “brands do not limit themselves to conversation. They also need to learn to listen and respond to the information the consumer gives them.”

According to a study on the habits of Internet users in Mexico, made by the Mexican Internet Association (AMIPCI) in May of this year, 36.14% of Mexicans (40.6 million) are Internet users who spend an average of 4 to 6 hours online. Daily; a situation due to which online shopping in our country had a growth of more than 25% compared to the figures presented by the said association in 2010, reaching 24 billion dollars in sales.

In Mexico, micro and small businesses represent 98.8% of all formally established businesses. These statistics released by the federal government in 2010 mark a benchmark for the country’s economic and commercial development. If we add to this that only 5.8% of these micro and small businesses use the Internet as a work tool, this panorama makes us understand that we have a huge untouched field for the implementation of new marketing strategies based on the appropriate use of technologies. within the business world.

For all those companies that have not yet started operating under this system, they must take care that it is not too late, but they must speed up and make a decision as soon as possible, for the simple reason of competition and consumer habits. it is not a static factor and they move at high speed. Any small or medium-sized company that knows how to use technology can be on par with large corporations.


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