Email marketing, marketplace, insight, mindset e budgetThese terms, which at first glance may seem distant from our daily lives, are very present in the lives of those who work in digital marketing. Developing strategies to reach an ever-growing audience is one of the goals of this field, which has grown significantly within the professional market.
But what exactly does using marketing to grow a business consist of? André KliousoffAccording to the head of marketing at BTG Pactual Digital, the starting point for a good strategy is asking the right question. Knowing what to ask will make it much easier to understand what should be evaluated and thus build good strategies.
Surveillance or data tracking?
The feeling of constantly being watched by our cell phones and computers is increasingly common, and in a way, we are indeed being observed. Search histories, sales websites, viewed profiles, followed brands—all of this can become a tool for a marketing strategy.
Have you ever stopped to think about how, increasingly, the sponsored posts you see are aligned with your profile? This is simply the result of all the work you do analyzing the data you have scattered across the internet.
Previously, you would receive a generic internet package offer, but today, using this data, the company can assess your interests and the time you spend online to offer a more personalized plan. This is because it's now possible to collect more precise data than just gender, age, and location.
Persona creation
Having more information about the audience makes it possible to create various types of personas who are interested in similar products. This segmentation is more in-depth and allows for data such as how often the person goes to the gym, interest in courses, travel, etc. It's like being able to describe a friend of yours and then offer products that they are sure to like.
Take a look at this example of a persona; can you think of anyone who resembles Julia?
