Interview with Paolo Ramazzotti, Il Cittadino di Monza e Brianza, 6 December 2018, inside the Top 500+ insert.
Paolo, what do you think are the main trends of digital marketing for 2019?
I think it’s difficult to make a ranking. Among the priorities I would say that it is necessary to create personalized content to channel users with different interests and needs into the sales phase.
The world is changing, the generation of digital natives is starting to appear on the world of work, becoming a reference point for marketing: it is important to offer them experiences and high level content, for example through videos.
Instagram with its Stories or Youtube must be privileged communication channels.
Also important will be the SEO (search engine optimization) activity combined with Content Marketing, to create content that most attracts users.
To consider the implementation of indexing aimed at “mobile friendly” sites by Google algorithms that will increasingly force web developers to think of the site first in the mobile version and then in the desktop version.
And always in the field of SEO there will be a further evolution linked to voice search: asking the search engine via smartphone or virtual assistant will increasingly become a daily gesture to be fulfilled when the need arises. Companies need to know how, when and with what content to be found and they will have to use new tools such as chatbots, Facebook Messenger and live video to establish an immediate connection with users. Social Media Marketing and Social Media campaigns, which cannot be missing from an effective Digital Marketing strategy, will also be fixed points.
Users are connected 24 hours a day to their devices. How can companies make them intercept with effective and persuasive marketing strategies?
Companies can no longer underestimate the potential of digital right from the basics, starting from the website: often there are slow sites to download and not very mobile-friendly. Managing the mobile experience means building different relationship channels, designing the most innovative communication formats, intercepting new needs, imagining new interactions between the physical world and the digital world, thinking responsively to ensure that messages are always readable by any device, all analyzing data and statistics.
Today, brands must satisfy all the various actions that potential consumers can take during their customer journey with their smartphones and tablets. I believe that the ability of marketing lies in engaging them both with timely call to action and with new solutions like apps, NFC tags or beacons.
Not just texts, then. What web content do you suggest companies to create to promote products and services?
The digital communication plan of a company must include the creation of videos, pdf guides, white papers, infographics, tutorials to be downloaded upon release of user data to obtain leads and increase the contact database.
How is your commercial offer structured?
The objective of our consultancy and to strengthen our clients’ business thanks to digital channels, guided by an integrated strategy and an effective action plan, often accompanied by moments of training and transmission of skills. With web analytics tools we measure site traffic to test which areas or pages need to be improved to get more visits, contacts, leads, “conversions” jargon.
The search engine positioning activity, which is carried out starting from a particularly in-depth technical audit of the site, is aimed at bringing the most important services for the customer’s business model to the first pages of the search engines. We do not make false promises but we rely on real and measurable data. The advertising campaigns are created starting from shared objectives and budgets, because our consultancy is completed with a careful analysis of the ROI of the campaigns.
What goals do you set for 2019?
The main objective is to expand our commercial offer with new advanced data analysis solutions, new content marketing proposals and effective video and native advertising solutions. In the meantime, we are moving into a larger office and we are selecting another profile specialized in the SEO activity to be included in our workforce.
In your opinion, why should a company invest in digital marketing?
What are you most passionate about about your job?
In every company we consult, there are products of the highest design, quality services, entrepreneurs and managers full of ambition and desire to do: it is exciting to tell the stories of their successes through the web, monitor the performance of advertising campaigns and see that , in addition to appreciating the data provided, they recognize them very useful for planning their strategy for the future.