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Data Management: the new journey of demand generation

generación de demanda
generación de demanda

Each point on the route that marks the path of our consumers’ decisions evolves as new elements and digital channels are integrated. This determines the new journey of demand generation.

The options are endless and the competition to be present before our buyer personas is the real challenge faced by small and large brands. If you consider the construction of your audiences as one of your main objectives to achieve, this article will interest you.

Building audiences is only the beginning of this great journey.

The desired destination?

Keep them captive through a constant generation of demand.

We all know the basic cycle of the customer journey: Awareness, Consideration, Conversion, but what’s the next step once you’ve gotten a customer to complete it? Are we prepared to adapt our digital strategies and personalize them once we have relevant data from each of them?

The reality is that the journey has not yet ended in the conversion. Our buyers are just starting a relationship with our brand and it’s up to us to keep it active.

It is here that a new, more complex and elevated cycle opens, but highly effective in all aspects. Where you will probably need strategic allies to help you optimize each unlocked part of this long but advanced process.

Start – You are here

Smart Data Management

To be able to turn around this constant change, it is necessary to be one step ahead of the same evolution. Activate and be assertive before the consumer decides. This is really complex when your channels depend on other sales agents or distributors.

For this stage, Customer Data Platform (CDP) will be your basic tool to develop a robust, sustained and effectively segmented strategy to achieve those objectives. It is not only capturing the information generated from each user; the essence and key lies in knowing how to interpret, analyze and understand it.

Is this consumer the same as the other? Would they be classified in different segments? Would I talk to them the same? Which should I prioritize?

We can call all these questions clustering and it is time to include it in the planning of your digital strategy.

There are a series of important insights that must be detected for an ideal architecture of your database. Deeply understand the deciding factors that would lead that consumer to make a transaction. Your impulses, specific moments and channels of preference.

Knowing exhaustively from the origin of the first approach to the conversion to give way to loyalty and repurchase are the objectives of this new journey. Once you have control of this part of the process, you can continue with the generation of specialized content for each cluster and thus begin the constant construction of your target audiences.

B2C content strategies for demand generation

B2C communication becomes pure oxygen when your sales closing is done through third parties. The result is much more difficult to achieve when at the points of sale of the distributors of your products, consumers are faced with a wide range of brands that directly compete with yours.

To do? Act on your own and earn their loyalty.

It is time to integrate all the analysis and understanding that you managed to obtain through the Customer Data Platform.

For each lead generated, you must have personalized content in mind in order to get to know that user even better and gradually enrich your knowledge of their preferences and consumer decisions.


The importance of SEO

Undoubtedly an infallible tool that contributes to the positioning and consideration of your brand. Staying in the top of mind of your potential customers is not an easy task and through SEO content strategies you can achieve it with a fairly affordable budget compared to other digital media.

One of the advantages of having in-depth knowledge of each profile of your consumers is that you know exactly what to tell them, how and where to communicate. A native content strategically developed to appear within your main searches of your needs, has much greater impact than several paid advertising budgets.

In addition to the fact that it is a long-term construction that will help retain your already captive consumers and position you as an authoritative voice within your market.

There is a wide diversity of formats that you can generate for a much more organic, direct and reliable brand communication.

Generación de demanda

Strategic partner

In conclusion, the way we capture and manage large amounts of data is the key to powering the next generation of e-commerce, tracking, real-time advertising and predictive consumption.

Real-time analytics provide insights into the entire customer journey of each user to place them at different stages and locate similar profiles to generate new customers.

These complex architectures are difficult to execute as there are many different levels within this automated process.

Together with the ideal strategic partner for your brand, they will be able to make quick decisions throughout the journey of their users and thus efficiency within their business environment will be optimized and will be reflected in an increase in their audiences and more loyalty. solid.

It is the new digital journey of demand generation.

Contact us and take your customer journey to the next level!

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Alberto Alvarez
Alberto Alvarez
CEO - Fundador
After working for almost a decade in marketing in Procter & Gamble, Alberto envisions the power of changes in the digital era and decides to focus in the entrepreneurship world in Latam. In 2012 he founds his first start-up, gogetit.com.pa, changing the way to engage with real estate in the region. Alberto served as Marketing VP for Agora Technologies at Silicon Valley, a company finance by Guy Kawasaki & Nolan Bushnell, where he developed the main concept of Startup Icon. Today, Alberto is the CEO of the holding company that conforms Latam Digital Marketing, Gogetit.com and its subsidiaries in Latin America.
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