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According to a specialist consulted by Merca2.0, there is a key concept in relational marketing and that is the creation of behaviors and obviously the measurement of results.
Within digital marketing, key tools such as content marketing and the big data are crucial in the performance of this area.
There are activities that are defining new operational roles in digital marketing agencies and the generation of direct relationships is defining key resources in this area.
The marketing relational It is an area that performs objectives such as generating direct relationships, motivating behaviors and establishing results measurements, the latter has been a common when we see a study of Smart Insights.
The digital marketing consulting platform ensures that there are key resources in digital marketing, according to a poll that led worldwide and in it points to the content marketingrated by the 17 percent of their interviewees, as the key resource in their digital actions. To the content marketing followed by another 17 percent who chose the big data as a crucial resource in your activations on-line and a 15 percent voted for the duo that make artificial intelligence and the machine learning in their strategies.
This scenario makes marketing relational an important patent for the bet on behaviors within the consumer with which it counts.
Paola Parcerisa HernandezCommercial and Operations Director at Say Paola Latina Mexico explains that the metrics that help to know if there is an optimal or insufficient Relational Digital Marketing, “are those that determine the success of the strategies implemented and are in relation to the objectives of the project.”
“We work under a methodology of OKR’swhich are defined together with clients and thus we establish central objectives, tasks and metrics for measuring results”, he explains when defining what a strategy of this type looks like in action.
Merca2.0 Within digital marketing, what role does Relational Digital Marketing play?
Paola Hernández – It is a comprehensive management of brand communication, enhancing the entire process and each point of contact of the journey; from strategic and analytical development, comprehensive and digital campaigns, social media, performance marketing, customer journeys, loyalty and influencer marketing, using creativity, data science, technology and construction mechanics in these relationships.
Relationship marketing, key in digital
There are two very large studies in which we are warned about the objectives pursued with a digital marketing strategy. In these studies, it is noted what goals are pursued by the social media marketing and the video marketing. Both areas are key working points in digitalmarketing.
The study of hubspot on video marketing reveals that the main objective, that the total of marketers surveyed this 2022 worldwide, was the increase in income and sales (33 percent); a 32 percent voted for brand recognition and being able to reach new consumers and a 32 percent he only sought to advertise products and services.
A year earlier, in 2021, Social Media Examiner started driving a world studyto discover the benefits of social media marketing and found that increased brand exposure was crucial to the 88 percent; 79 percent opted for the increase in traffic to its websites and the 69 percent sought to increase leads.
There are total exercises in digital marketing and the role that relational activations have resizes the practice in this area, where it has become important to understand the purchasing power that consumers have, understood no longer as the financial capital available to make a purchase, but based on the triggers that lead them to opt for products or certain brands, based on the relational activation in which they are right when undertaking digital campaigns.
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