The way Marketing is budget has chang enormously over the last few years.
And it has chang, trying to adapt to changes in business processes, market responses and decision-making times.
Gone are the days when budgets were mostly spent on events, mass advertising and killing flies with cannon shots. Fat cows that will never come back, sniff.
Nowadays, consumers spend a considerable amount of time researching before starting any commercial process.
According to a study by HubSpot Top Shopping Trends for 2023, we will see how Influencer marketing will continue to grow unstoppably, how platforms such as TikTok will become (if they are not already) authentic TeleTiendas and how we must begin to take into account the differences between Generation Z, Millennials and X.
This year
it will be even more key when preparing that Marketing budget, since two types of questions will have to be address: the classic ones (how do I prepare the budget? What are the big items? Where and how dentist database should I distribute the money?) and those inherent to 2023 (How will the War in Ukraine affect us? Do we have to worry about political polarization? Should we rule out this Metaverse thing definitively… or not? And Twitter?
What is clear is that if in your 2023 Marketing Plan, you have a lot of money in physical events, there are items call “Brochures and Catalogs” or the only thing you are concern about is the number of followers on Twitter or Instagram… you should definitely keep reading this.
Inbound Marketing is a very good idea
Inbound Marketing will help you give coherence to your digital strategy.
It is the perfect excuse to digitize and automate your Marketing processes.
Able to take advantage of this everything you should know about unsubscribe rates opportunity to refresh your brand.
approach your clients in a non-intrusive way, providing them with value.
You will be able to integrate the technological trends of the market.
You will improve the relationship (the “enablement” they call it) with your sales area.
Once we have decid that we want to make the leap to Inbound, it is essential to identify the elements that make it up and give them the appropriate weight.
Here are my recommendations
1. Infrastructure
We ne to have a digital framework to support our strategy: “traditional” mia such as the web, blog, landing pages, social mia channels, paid search and paid social campaigns, email marketing fans data launchers, bots, chats. but also innovative solutions such as customer scoring, smart content, etc… all of this inevitably unifi in a Marketing Automation solution such as HubSpot .
This Infrastructure cannot be an “island” in your organization. It must be integrat with your entire technological stack: ERP, Proprietary Systems, Telephony, and even WhatsApp. Hubspot allows you to do this.