Estratégia Blended Marketing: Como ter o melhor dos dois mundos
Já lá vão os dias das estratégias focadas apenas no online ou no offline. Na era da Transformação Digital e do Marketing de Conteúdo, as empresas não só têm de repensar as suas estratégias como também têm de apostar na Omnicanalidade. E é por este motivo que, hoje, vamos cavaquear sobre a abordagem do Blended Marketing.
Qual é o conceito de Blended Marketing?
Tal como indica o título, o Blended Marketing é um modelo que junta o melhor de dois mundos — o tradicional e o digital. Esta estratégia consiste em implementar ações coordenadas entre o online (tal como redes sociais, website e email marketing) e o offline (televisão, rádio, jornais e revistas impressos) com o objetivo de criar um método assente na Omnicanalidade. E porquê? Porque grão a grão, enche o Marketing o papo.
Podemos começar a enumerar as vantagens desta estratégia?
Mais do que nunca, as organizações têm de antecipar e planear abordagens nos vários canais de comunicação, de forma a alcançarem eficazmente o seu target. E é aqui que entra a estratégia de Blended Marketing já que é composta por um leque de vantagens competitivas:
Aumenta o alcance: A combinação de diferentes canais de marketing permite que as empresas consigam diferenciar-se tanto no online como no offline, criando mais oportunidades de engagement;
Aumenta a interação: O facto de as organizações recorrerem a múltiplos canais de comunicação — redes sociais, email marketing ou publicidade offline —, permite uma maior interação com o target;
Personalização: Possibilita personalizar a estratégia de marketing de acordo com as dores e necessidades do público-alvo, tornando a empresa muito mais próxima e Human to Human.;
Aumenta o ROI: A utilização de diferentes técnicas de marketing, não só aumenta o ROI como otimiza os gastos.
O que deve ser tido em conta?
Já percebemos que as organizações necessitam de reestruturar os seus processos, encontrar novas formas de desenvolver os negócios e aproveitar o enorme potencial da Omnicanalidade.
Então, mas como marcar presença junto do target? Simples, comece por segmentar e identificar as necessidades dos Clientes. Só assim conseguirá criar campanhas inovadoras, apelativas e ajustadas às suas dores. Lembre-se apenas de que o Marketing Digital é muito mais económico e mensurável do que o tradicional. Portanto, quer escalar rapidamente? Tire partido do digital.
Assim, óbvio que a estratégia de Blended Marketing, quando bem concebida e implementada de forma holística, permite não só atingir novos Clientes como fidelizar os atuais, principalmente no mercado B2B. Contudo, só pode ser um valioso contributo se for implementado de forma criativa e personalizada, tendo em conta as necessidades do público-alvo.
A título sugestivo, se quiser aprender mais sobre a abordagem de Blended Marketing, nomeadamente, o seu objetivo, processos e funções, faça uma leitura do livro “ B-Mercator” de Pedro Dionísio.
Dicas de leitura
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