Perchè Investire nel Marketing Digitale?

Perchè Investire nel Marketing Digitale?

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Perchè Investire nel Digital Marketing?

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[AGGIORNATO IL 25 MARZO 2020]

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Imprenditori restii ad investimenti in Marketing, con timore che si tratti di fuffa. Realtà ancora attuale che si conclude con l’infelice epilogo di un’impresa meno competitiva e un addetto marketing in meno.

Se sei un imprenditore curioso di rendersene conto o semplicemente curioso sul perchè bisognerebbe investire in Marketing Digitale, allora posso aiutarti a chiarire i dubbi.

Innanzitutto chiedere ad un imprenditore di credere dogmaticamente a soldi che arrivano da uno schermo è qualcosa di inconcepibile. Letta così anche io parlerei di fuffa e sarei poco convinto, come per il milionesimo cliente che vince l’Iphone.

Per rispondere alla sfiducia è necessario innanzitutto comprendere cosa sia realmente il Marketing, quali sono i motivi principali di questa sfiducia e perchè è importante investire in attività di Digital Marketing.

Un argomento alla volta e capirai perchè gli imprenditori non credono in queste attività.

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I 3 Motivi della Sfiducia dell’Imprenditore

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Ho deciso di prendere in considerazione 3 motivazioni che, a mio parere, determinano questa situazione.

Assenza di corretta informazione: un imprenditore che cerca di comprendere come il digital marketing possa aiutare la sua attività, si imbatte in un migliaio di contenuti ricchi di frasi fatte, annunci sensazionalistici (es. “Ricetta per fare soldi da 0”) e poca sostanza. E purtroppo non è facile riconoscere e distinguere la qualità dei contenuti.

 

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Nessun ritorno da investimenti in Digital Marketing: l’imprenditore decide di rivolgersi ad un’agenzia o ad un professionista esterno. La mia esperienza sarebbe sufficiente per giustificare la successiva sfiducia di numerose piccole aziende che investono perciò cito i dati di una ricerca del Digital Transformation Institute (2017) che mostra come solamente il 7% degli intervistati – imprenditori di aziende agroalimentari – abbiano ottenuto un ritorno positivo e misurabile dagli investimenti in questo tipo di attività. Non sorprende perciò che non ci sia voglia di investire nuovamente.

“Non l’ho mai fatto, perchè dovrei farlo ora?”: è una frase tipica di chi è nel mondo del lavoro da molti anni e, finora, non ha mai investito nel Marketing. Non è una frase così peccaminosa, anzi, sono i professionisti da cui ho imparato e sto imparando di più. Solo che è un concetto obsoleto perchè il mondo si è evoluto in una precisa direzione e non si può semplicemente chiudere gli occhi se si vuole crescere e sopravvivere come realtà.

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Il Marketing Digitale per la Fiducia del Cliente

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Andiamo adesso a sottolineare il perchè è importante investire nel Marketing Digitale. La risposta scontata del “guadagnare” è il risultato finale, la sua motivazione è da ricercare nelle abitudini che tutti noi abbiamo oggi.

Il passato è di insegnamento per il futuro, il futuro si deve programmare perchè lo vivremo ma noi siamo e saremo sempre nel presente. Quindi cosa succede oggi nel presente definisce le metodologie di Marketing.

La premessa è una soltanto: lo scenario digitale non è altro che un nuovo e aggiuntivo insieme di strumenti da utilizzare nel fare Marketing, non qualcosa di a sè stante e distinto.

Il Luogo di Scelta e di Acquisto del Consumatore odierno

Quando io, tu o chiunque sia, vuole investire in web marketing opera su una piattaforma virtuale. Il vero quesito alla base di questo argomento è, pertanto, quale sia il vantaggio di disporre di una presenza digitale. Sarò molto diretto. Oggi se non sei online non esisti!

È un’affermazione forte ma che esprime in maniera corretta la situazione odierna. Riprendendo una ricerca del Censis, 31,7 milioni di italiani maggiorenni hanno cercato online informazioni su prodotti e aziende, nel 2016, e oltre 10 milioni di italiani lo fanno regolarmente.

D’altronde non puoi confutare un’altra evidenza: quando cerchi qualcosa dove e come lo fai?

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Scrivi la parolina o il problema su Google, transitando dalle tragiche autodiagnosi mediche online all’operatore logistico più vicino alle tue esigenze. La soluzione è sempre online!

Si, essere online è importante, ma io sono sempre andato avanti in altro modo“.

È la frase che giustifica la sfiducia nel digital marketing più ripetuta al giorno d’oggi. Ed è, di conseguenza, inevitabile confutarla.

Il passato era diverso. Oggi il numero di competitors si è radicalmente moltiplicato ma, soprattutto, i servizi e prodotti offerti si sono tutti più o meno standardizzati. Difficile, infatti, riscontrare un’impresa che faccia qualcosa che nella sostanza sia totalmente diverso dalle altre (anche se si prova a farlo percepire, ma è un altro discorso).

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La forma più efficace di Marketing: il Passaparola

Così come si è evoluto il contesto competitivo, si è evoluto il consumatore. Oggi il tuo cliente è una persona informata e malfidata che necessita di feedback positivi prima di scegliere il tuo servizio.

Sulla base di questi – e di tanti altri fattori che ne influiscono il comportamento – il consumatore decide quali sono brand di cui si fida, anche perchè è impensabile che lo stesso conosca tutte le imprese di ogni singolo settore.

Investire nel Digital Marketing significa perciò entrare nella testa del consumatore e diventare una delle sue scelte. Non possono entrarci tutte le aziende che offrono lo stesso servizio, purtroppo.

Una riflessione: il passaparola è ancora oggi il miglior metodo di diffusione della tua realtà, ma con la differenza che oggi si è spostato online.

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