Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Prof. Borislav Miljanović, director of Represent Communication
I believe that at least some of my colleagues will agree with this, and know what the next step needs to be. However, before that, allow me a retrospective glance…
For most companies the term digital is not new. This area has become a mandatory part of communication and marketing strategies, and, in different ways, the digital world houses the local offices of international corporations, micro-enterprises with only one employee, and all sorts of companies and organizations in between. On the other side, the field of digital marketing services has been filled over time by a large number of agencies of different profiles, as well as increasingly heavyweight freelancers and even media houses.
The range of services offered is also widening, becoming more systematic and more creative. We have concluded empirically that our performance on social networks, websites, applications, internet advertising etc. provide some results for us. We are generally content to measure these results by parameters which are only directly related to each individual channel. The number of fans / followers, engagement rate, the number of visitors … all this information is important to us at a certain level, but it doesn’t give answers clear enough to actually interest companies, our clients, and that is: What to do with that? How to turn fans into customers, especially loyal ones? How to measure whether and how they have affected the business results?
This is the next step I’m talking about – the use of digital marketing in a way that makes it possible to achieve a direct impact on a company’s business results, as well as measuring those effects in a precise manner. But to make that happen, it’s not enough just to take part in a variety of digital channels, it’s important to apply an integrated approach, to consolidate a variety of techniques and tools the way content marketing does, in order to lead the desired members of the target group to action that creates value to the company.
We could have begun the application of this method on our own, and learned from our mistakes, and over time gained experience – which is what we have already “gained” by establishing a partnership with our new partners, the agency Andromedia from Israel. The first results are already visible, and in the coming year we will start the first campaigns based on principles that allow a more precise measurement of the business results that digital marketing brings to companies.
I’m sure that our competitors will not sleep either, but will move in the same direction, and that together we will raise digital marketing in Serbia to a higher level, through continually demonstrating and proving to clients that investing in digital marketing is definitely worth it.