A few days ago I watched a documentary that talked about the functioning of banks and the financial market. As my head works on marketing all the time, I began to realize how some items looked like the things we discussed here on the blog. After all, investments in digital marketing are still investments.
So we compare the operation of some of the services of the financial market with the marketing options that your company has. Of course we simplify and summarize a lot, but we can see interesting relationships:
Sponsored links work like investment in working capital in a company. It’s that money that renews itself quickly, all the time.
It is important to state that this is only true if your company knows how to measure results and invest only in what is profitable, just as working capital only makes sense when resources are invested in what can generate profit in the short term.
Savings are among the safest investment options, as the assets placed there are yours and will always remain available.
In a similar way, the audience that your company builds in social media or in the mailing list works. In the meantime, investments are “piling up,” and the follower / subscriber base becomes a very valuable permanent asset that can be used anytime.
His problem however, is that it is no use putting it aside for a while: the incomes are very small. You need to be there all the time and investing in order to actually make this asset grow.
Just as in social media, investments in building a readership also shape a permanent asset.
The difference of the blog is to be more timeless, that is, even if your company stops investing in it later (and decides to “live interest”), the old content will continue to exist and have value, and can be found through search tools and shared by users in social media. That’s why we say it works as a long-term fund: one must have patience to reap results, but the sum of subscribers + authority for Google ensures exponential results over time.
This is yet another reason why we believe that content production is the best bet in digital marketing.
Traditional media campaigns look like stock buying in many ways. The first one is the degree of risk. At the same time that some campaigns “catch” and give great results, is also considerable the number of placements that do not work and make the companies end up with nothing. Although they have all a glamor, only those who know and have experience in the subject do well and can get a good return.
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Another common point is that it is often difficult to invest with little cash. Firstly, the initial investment is usually high, especially when a successful agency is hired and media are purchased in far-reaching vehicles. Secondly, because those who have little cash cannot risk putting all the eggs in the same basket and losing everything (even so, many companies do this …).
Large companies are aware of this risk and can absorb losses from unsuccessful campaigns. For companies that have limited resources, much greater assertiveness is required before entering.
As in the financial market, the investment in marketing also depends on the profile of the company and its objectives.
Sponsored links are a great way to bring short term results as long as well measured. So they carry a smaller risk.
In order not to be stuck in the short term and secure a future up front, it is very important to invest in content production, balancing things that have more “liquidity” (eg email marketing) with things where the return takes a little longer to appear , Especially the blog.
Lastly, campaigns in traditional media (such as stock buying) are not necessarily bad. If your company sees no problem taking risks and wants instant results, “media cannons” may be a good option.
But in a general way, once again supporting the financial advice, the most indicated is a balance between things.