We interviewed Enrique Villanueva, a teacher of the program, to understand the current context and the priority of adapting to the needs of clients:
During last year's lockdown, local businesses suffered huge financial losses. What role does digital marketing play in these businesses?
Since its inception, the trend for e-commerce has always been one of growth. The pandemic situation caused this to accelerate the pace and even forced some products and services to migrate to being completely digital. In this sense, digital marketing has played a leading role, displacing traditional media due to different factors: lower costs, the possibility of being available outside of traditional hours, and it also allows for better control of health measures by reducing physical contact with customers.
What online marketing strategies would you recommend for local businesses?
Nowadays, it is essential for companies to have their own space within the virtual world. This means that they should at least have some social network to communicate with their audience. In this sense, anyone with access to a mobile device has the ability to have a presence on social networks; however, that does not mean that they are used effectively to take advantage of the benefits from a business point of view.
If the tools are used properly, the benefits can be much greater than those found in traditional marketing. This is why it can provide us with metrics that allow for a deep analysis of the type of posts that have the most impact, so that we can then replicate them. Using videos and photographs allows gambling data japan messages to be more visually attractive. But we must also emphasize motivating clients and the public to generate content that serves as promotion and that motivates greater engagement with our social networks, as this will give us greater exposure.
In any case, it must be understood that digital marketing does not replace traditional marketing, nor vice versa, but rather they should be seen as complements to take advantage of the best of both worlds and thus design more effective strategies.
The use of Big Data today creates uncertainty regarding the use of personal information. What regulations exist regarding data protection?
This is an issue that governments in each country have given significant weight to. Since the beginning of the Internet, users have been afraid that their data will be stolen or misused. This has forced governments to regulate and rule on the subject.
It is now considered a crime to use our data without our consent; the problem is that we are often the ones who give that consent without really being aware of it. For example, how many times do we read the terms and conditions when creating an account or installing a new application? It is important that there is official regulation, but it is also important that we learn to be responsible for our lives on the Internet.
What benefits can Big Data bring to companies?
The main benefit is that it allows companies to make better decisions, since by having a large volume of data available and in a structured way, the analysis is more efficient. Information has always been synonymous with power, which is why by knowing the trends of our audience, more effective messages can be designed according to the objectives set.
In addition, this data processing opens up the possibility of generating fully personalized experiences for each visitor to our virtual sites, which increases the chances of success for the company, in addition to fostering customer loyalty.
Customer Relationship Management is one of the Master's career paths. What does it take to attract and retain customers in companies?
Nowadays, it is quite normal for customers to have several options to meet the same need; differentiation is important, but with all the tools available it is relatively easy for us to be copied. For this reason, it is essential to build a solid relationship with our customers, so that we can achieve loyalty to our brand.
From this perspective, customer service is going to set the tone for what kind of company we are and how we are perceived. We must make sure to keep as many communication channels open as possible, paying attention to the way we interact with our audience.
A well-designed and attractive advertising message will make people look at us, but only the experience of interacting with our brand and/or product will retain customers.
