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دنیا به سمتی پیش رفته است که اغلب نیاز ها از طریق ایننرنت و دنیای مجازی برطرف می شوند. خدمات دنیای مجازی به خصوص در زمان هایی کاربرد خود را بسیار جلوه می دهد که خانه نشینی (در شرایط کرونا و…) و لزوم انجام آموزش یا خرید افزایش یابد. در این بخش به معرفی مزایا و کاربرد دیجیتال مارکتینگ در زندگی بشر خواهیم پرداخت. با طیف نیوز همراه باشید… .
وسعت یافتن فضاهای دیجیتالی برای بسیاری از کسب و کار ها نشان دهنده افزایش کاربرد دیجیتال مارکتینگ و نمایشگر مزایای بهره مندی از بازاریابی اینترنتی می باشد. در این بخش از طیف نیوز شاخص ترین موارد اهمیت استفاده و مزایای بهره مندی از دیجیتال مارکتینک را بررسی کرده ایم.
1. مکان
در گذشته یک مغازه دار تنها می توانست نیاز های مردم همان محله را تأمین کند، و یا مشتریان محدود به شهر خود را ساپورت کند. این محدودیت سنتی جغرافیایی امری است که با وجود کاربرد دیجیتال مارکتینگ برداشته می شود. شما برای همه یا اغلب کسب و کار ها می توانید بازاریابی دیجیتالی کنید و مشتریان بیشتری از تمام نقاط کشور داشته باشید. یا حتی برای مثال اگر مشغول به آموزش هستید، آموزش خود را به صورت آنلاین یا ویدئو های ضبط شده در سطح کشور یا خارج از کشور نیز به فروش برسانید.
2. زمان
یکی از مهمترین جنبه های کاربرد دیجتیال مارکتینگ برداشتن محدودیت های زمانی از سر راه است. شما بدون بازاریابی اینترنتی می توانستید کسب و کار خود را غالبا در ساعاتی از روز که مغازه ها و ادارات و سایر فعالیت های اجتماعی گسترش دارند، برپا و مدیریت کنید، در حالی که حالا می توانید در تمام ساعات شبانه روز با مشتری های خود تنها با لمس چند دکنه از راه دور در تماس باشید و 24 ساعته در دسترس و خدمت رسانی باشید.
3. هزینه
بیلبورد ها، آگهی های تلوزیونی، چاپ کاتالوگ ها و بروشور های مختلف و بسیاری تبلیغات سنتی، بسیار پر هزینه بودند. اما کاربرد دیجیتال مارکتینک در زمینه صرفه جویی در هزینه ها نیز به خوبی خود را نشان می دهد. برای تبلیغ کسب و کار ها به راحتی می توان از فضاهای اجتماعی مثل اینستاگرام و… استفاده کرد و علاوه بر افزایش طیف پوشش دهی مخاطبان هزینه های بسیار کم یا حتی رایگانی را در این زمینه خرج کرد.
نکته بسیار ارزشمند اینکه با توجه به کاهش هزینه های مختلف همچون هزینه های تبلیغاتی، شما می توانید قیمت محصولات خود را کاهش دهید و به همان نسبت مشتریان بیشتری جذب کنید و رقبای خود را کنار بزنید.
4. هدف گذاری
وقتی به روش های سنتی مثلا یک تابلو، بنر یا بیلبورد در سطح شهر پخش می شود، ممکن است بسیاری افراد هیچ توجهی به آن نکنند و یا خیلی سطحی از کنار آن رد شوند و یا حتی با وجود مشاهده، درک درستی از مفهوم آگهی شما دریافت نکنند. اینجاست که یک کاربرد دیجیتال مارکتینگ که همان بازار یابی درونگرا می باشد خود را نشان می دهد. شما می توانید مشتری ها را به دنبال کسب و کار خود بکشید نه اینکه خود به سمتشان بروید.
با بازاریابی دیجیتال به صورت کاملا هدفمند همان افرادی به سراغتان می آیند که به خدمات شما احتیاج دارند و هیچ تیر تبلیغاتی به خطا نمی رود، ممکن است یک بنر در جایی نصب شود که حتی یک نفر به خدمات ذکر شده در آن احتیاج نداشته باشد، در صورتی که در دیجیتال مارکتینگ افراد با سرچ در گوگل و فضاهای مجازی دقیقا همانی را پیدا می کنند که به کارشان می آیند و هدف مندانه بازاریابی انجام می شود.
5. اطلاعات مفهوم تر
در آگهی های تلوزیونی یا در کاتالوگ های مختلف شما مجبور هستید تا هر آنچه می خواهید به مخاطب بفهمانید را بسیار خلاصه و در محدودیت زمانی ممکن انتقال دهید. آگهی ها باید در یک زمان کوتاه و در چند جمله تمام قابلیت ها و امکانات مختلف خدماتی را به مخاطب مفهوم رسانی کنند و متون تبلیغاتی نیز نباید خسته کننده باشند و یا جای هیچ سوالی باقی بگذارند، در حالی که کاربرد دیجیتال مارکتینگ اینجا نیز خود را نشان می دهد و امکان برقراری تعاملات با مشتری و انتقال مفاهیم بیشتر از هدف کسب و کار شما را برقرار کرده و پاسخگویی به سوالات مشتریان را نیز پوشش می دهد.
مورد دیگر اینکه شما خود می توانید با تولید محتواهای مرتبط با محصولاتتان اطلاعات دقیق و کاملی در قالب مقالات ارائه کنید، مخاطب با سرچ در رابطه با موضوعاتی که دقیقا همان موضوع کسب و کار شماست هم می تواند فروشگاه شما را پیدا کند و هم با کسب اطلاعات بیشتر و اعتماد بیشتر از همان جایی خرید کنند که اطلاعات کاملی راجع به آن محصول دریافت کرده است.
6. برنامه ریزی هدفمندتر
با کمک بازاریابی دیجیتال شما می توانید نتایج تبلیغات خود را نیز رصد کرده و بررسی کنید. برای مثال اگر برای فروش محصولات چوبی کارگاه خود شروع به تبلیغات مجازی کرده اید پس از مدتی می توانید سایت خود را با ابزار هایی همچون گوگل آنالیتیکس بررسی کنید و پی ببرید که کدام بخش تبلیغاتی شما موفق تر بوده و در کدام موارد عملکرد ثمربخش تری داشته اید. در حالی که در روش سنتی قدیمی به سختی می توانستید بدانید موفقیت در هر بخش کاری، نتیجه ی کدام عملکرد دقیق قبلی شما بوده است، در نتیجه به سرعت می توانید برنامه های بازار یابی خود را در همان زمینه هدفمند شده بهبود بخشید.
7. اشتباهات و خطاهای کمتر
در روش های خرید و فروش سنتی ممکن بود که در ثبت سفارشات، پیگیری های ثانویه و پرداخت و دریافت وجود عملکرد کسب و کار شما دچار اختلال و یا خطا و مشکل شود، اما با سپردن امور به دنیای غیر انسانی مجازی این خطاها به حد اقل یا حتی صفر می رسند.
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