Why is it getting harder and harder to make a profit with digital marketing? DON'T invest without knowing this

3 min read

Index:

1st Winning strategy

2º User behavior

3º Value content

4th Measurement

5th Diversification

In the wide world of digital marketing, there has been a very rapid and constant evolution, in which 10 years ago things were very different from the last five years, of course, very different from the current era, and most likely, this current era will be very different from what we will find in 5 years. 

To put us in context. 10 years ago, investing in Google Ads was extremely profitable. The CPC, or cost per click, was pennies, and it was very easy to get clicks from people interested in the services offered. 

There was a big difference with the current era. First of all, people or users were not so bombarded with advertising or commercials, and even the attention deficit was not as scarce as it is today. 

In those years, it was relatively easy to invest in advertising campaigns and obtain results with a fairly high profitability. Because of costs and competition. Currently, there is fierce competition, which among others, in addition to strategies that have been implemented by marketing platforms, to bill more, has complicated the situation of companies that invested and were profitable, and now they do not have to invest in advertising campaigns . 

There are studies that state that, on average, each one of us is exposed to more than 3,000 advertising messages a day. Crazy, isn't it? 

Take a moment to think about what your day-to-day life is like. If you use social networks, like Instagram, Facebook, or TikTok, you're going to see a myriad of ads, just on these platforms. If you browse YouTube or Google, you'll see more ads, other types of ads, or ads similar to social media. If you take a walk, you will surely see marquees, billboards, billboards, etc. Seeing this you may be wondering, what is the winning advertising strategy or why do companies invest in digital advertising, if everything is so saturated? 

The first answer is obvious: today, if companies are not in the digital world, they do not exist. This does not mean that the difficulty of addressing successful strategies is not increasing. 

And the winning strategy? 

For us, as marketers, it's easy to see. The winners here are the ones that capture people's attention, the ones that get users to spend time with their ads or content, despite being bombarded with advertising. Here's a tip. If you want to learn about what captures people's attention, get on a bus and watch when someone scrolls on their phone, looking at a social network. Where the person stops scrolling, it's an indication that something has caught their attention.

User behavior changes, and very fast. 

Today, users surfing the Internet unconsciously want 3 different things. They want to be, educated, and learn something new. They are looking for inspiration for their daily life or their projects, and even to solve their problems, and they want to be entertained. This is the perfect equation to capture the attention of your audience. Do you really think that by creating an ad that sells a product, you're going to grab people's attention? Maybe if you are lucky, you have about a 0.01% chance that your ad will catch the user's attention. An optimistic 3% if you find that audience that is in buying mode. 

Note, this does not mean that we do not make ads for that part of the funnel that searches and needs a service, as in Google Ads Search campaigns. What we mean is that, if you want to be a winner, you need something else. 

The algorithm of digital platforms evolves very fast 

Google and Facebook are constantly updating their algorithms to offer a better user experience. The main mission of these platforms is to try to grab as much time as possible from users, so that of course, they can show ads and be able to bill more of the advertising investment. Even so, organic content occupies an increasingly higher position within social networks. It is also more complicated to grow organically on social networks, as it was years ago, but they do offer in the feed a greater supply of organic content from content creators. 

We have always had and known the concepts of B2B (business to business), or B2C (business to customer). Now and for several years, B2P (business to person) has been born. This concept is not very widespread in Spain, but it is used by content creators or personal branding. B2P is focused on launching much more personalized messages to a target audience, having a more humanized character and focused on a more emotional and connecting sales experience. 

The importance of valuable content 

This last concept, B2P, has made value content play a crucial role in this sales system. As we mentioned earlier, people are sick and tired of seeing ads that say: Buy! Buy this product or buy this service! This no longer works the same as it did years ago. It may still work, but with less effectiveness. Times are changing, and it is important to focus on valuable content, and work a more complete funnel. 

Measuring data correctly is an art 

Sometimes we tend to think that measuring data is for large companies and that if our website is accessed by few users, measuring data will be of little use to us. I can agree that

that the KPI's that a company like Zara can measure on its website will not be exactly the same or have the same relevance as the KPI's that a smaller company can measure. This does not mean that they are less important. 

If we don't measure data or KPIs that are important to our business, then how do we know what strategy is working? 

Engrave this sentence in your mind: "If you don't know how much a lead costs you, and you don't know how much money you invest in generating a sale, you don't have a company and you don't have anything". How are you able to measure ROAS if you don't know what happens with the money you are investing? 

Don't focus only on one strategy, diversify 

This will be of great help. Create a funnel in which you see the different phases, and what you can apply in each of them. We know that nowadays, and for years, Google is the most visited website in the world. Well, if we know that our service or product is in demand in Google, it is important to be within the Google Ads platform and bid for our products. Now, focus on more strategies, more tools, not only on Google. The more doors you build for people to enter your business, the more chances you will have for more people to enter your business. 

I recommend that you don't open doors in a crazy way, think well about the strategy, hire an expert if necessary, and of course, don't shoot in the air to see if you hit the lottery. 

Conclusion 

There are careers, such as medicine, computer science, or programming, etc., that are always in continuous training. Well, be clear that marketing is exactly the same, a continuous training, it is a total challenge. The fact of being able to generate strategies that are profitable and stable over time. We are passionate about this, because of our thirst to improve and learn more every day. 

Remember that what worked yesterday does not necessarily work today, and vice versa. And most importantly, what works today is unlikely to work tomorrow. The key is continuous research and training. See the market, how people behave, the competition, and very important, know strategies that are international. We are always behind in Spain, with this type of strategies. As an advice, do not look at big multinational brands, which can waste millions in advertising. Look at brands that are good, and need every euro or dollar invested to recover and multiply the investment. 

I hope you liked it, for any questions, we are at your disposal to marinate a complete digital marketing strategy, so complete that you will not find in any other digital marketing agency.

Do you know why we are so sure? Contact us and we will tell you.

Greetings and see you next time!

>>Clic aquí para una videollamada de asesoramiento gratuita<<