Can The Digital Investment Turn To Sales? 26 Mayıs 2015, Salı

“The only thing which doesn’t change is change itself.” You must have read this sentence many times.

To this respect I'll say that; now, the digital marketing has grabbed the attention of many brands and the advertisement investments have begun to move in this direction.

So, when does the digital investment turn to sales? Or does being in the digital increase the sales? Also how does the fact that being in the social networks for a brand gets reflected on sales? Or does it?

When we think about within the scope of these questions, the answer is no at first but yes in the long run, as it always happens in life. In other words, strictly speaking, if you invest in the digital you will win but you need to be patient. In Turkey, lots of brands cannot get what they expect from the digital as they expect results in a very short term. Or they cannot get the impact they want by not consciously investing in the long run. And we talk about these subjects in the private chambers of many brands with my team. The act that does not turn into sales and into a bill has really no value. In other words, a company in which no sales are done, might be counted as one acted as an association or a charitable foundation.

WELL HOW IS THE DIRECTLY BALANCED DIGITAL INVESTMENT MADE THEN?

Firstly, a right domain and a web page is always a great tool and it's the rock of the digital marketing. That is to say all the mechanism work through this. In fact, SEO, Adwords, Social Networks, Micro Site, Advergame etc., all of them works for the website. And we can see the results of this at www.alexa.com. But even so, I have seen such websites that they have many hits but have no sales whatsoever, I have also seen some that have normal hits and have also the sales. This means that hits actually don't make sales particularly. What's important is to fulfill the needs of the consumer. In other words, give them a gift of a benefit. Sometimes the marketing and the sales team ask us, “Why can't we make any sales?”, “Your numbers of digital visits are great, why these do not turn into sales?” Actually the answer is very simple. When you don't present a product that works for your intended population and to their benefits, that only makes them visit your site and only look around and this makes you receive too many hits. That is to say, receiving hits are important to some extent, after that the equation of the products and benefits must be setup well. For this reason, we always tell to the people who are in the marketing and sales teams that they should first determine the needs and present benefits according to this. Thus, only receiving hits does not work for us.

HOW LONG SHOULD THE TIME BE?

For many times we have experienced that advertisers that invest in many digital platforms and that have a high-quality website on the Social Networks can get additional benefits to their usual sales in a time of approximately 12 months. When a company of which a recognition investment of 12 months is made for begin to announce its campaigns and its actions upon sales, it definitely has effects on the sales. Let's explain this through an experiment, when we publicize a product, which is sold on a webpage that makes sales supported by digital advertising, social networks and telephone for 18 months, on Facebook or adwords, it comes into such a state that it receives orders or gets asked. When we ask the salesman about what did they sold the most this week, we observe that we had sold the product which we have brought up to the front the most that week. But for this, we set forth the publicity, will and the service of that webpage. So, we can say that other stuff besides timing are also significant.

IS THE PUBLICATION ALIVE WITHIN THE DIGITAL?

Yes, I am among the people who think that the classical advertising lives through the oxygen of strategy within the digital. In classical advertising, you put forth your discourse and move away whereas in the digital advertising you tell your discourse and try to get to the result by following it. Advertising did not die within the digital. But it taught us the fact that we needed to develop new strategies. If we go back to the beginning of the text, we’ve experienced the change.

DOES THE SOCIAL MEDIA AFFECT THE SALES?

Again an odd question that hits us right from the mark. The brands ask us, “We are making so much investments for the social media, why can't we get anything in return?” or “Will they ever return?” And we've told many times and let's write it here once more. With the fact the social media isn't a gate for sales, it is the most efficient method to direct people to sales. But there have been cases that direct sales have started within also. In a sense, Social Trade is one of the developing trends nowadays. I see that especially sales are being made in Pinterest, Instagram very clearly and also remind that females are a big step in this subject. Anyways, let's get back to our main subject, “Can we make sales in the social media?” Think of the social media as a marketplace, here, you can't grab attention without shouting. In other words, you have to shout something like “hats for the twins,” for selling bras. If you don't set up a mechanism for you that shouts over the counter, you'd be the one who only puts the products on the counter and waits.

So, it means that after getting to a certain level you need to shout at the top of your voice for sales. And we recommend this about this subject; let's arrange some contests or activities that will excite and bring your intended population. Even though we have experienced lots of barriers to this kind of thinking from the marketers who are in a more traditional state of mind, they experience a new thing in their lives when they see how they reach to successful results after its done. Consequently, you can make sale in social media but you’ll draw the attention of people in compliance with the methods and rules. If you scream out for selling your product as just going right up near his ear, it is clear that he shall become distant from you.

RECOMMENDATIONS FOR THE ADVERTISER

• One needs to be patient,

• Operate with conscious agencies and consultants who now about digital marketing,

• Dwell on the subject while making digital purchases,

• Attach importance to the digital marketing and be open to new changes,

• Follow the digital trends as far as possible,

If we have to put all these aside and to write a comment and a result paragraph, we can say that the change in marketing and sales has entered the building. Advertising is a must for this and people wait for the things you will present them looking at their screens. (A person spends approximately 15 hours and 33 minutes of time on Facebook)

Now, come on and present some good things to them, make them excited, bring them closer to yourself and make their lives easier with your products.

More power to you!

“The only thing which doesn’t change is change itself.” You must have read this sentence many times.

To this respect I'll say that; now, the digital marketing has grabbed the attention of many brands and the advertisement investments have begun to move in this direction.

So, when does the digital investment turn to sales? Or does being in the digital increase the sales? Also how does the fact that being in the social networks for a brand gets reflected on sales? Or does it?

When we think about within the scope of these questions, the answer is no at first but yes in the long run, as it always happens in life. In other words, strictly speaking, if you invest in the digital you will win but you need to be patient. In Turkey, lots of brands cannot get what they expect from the digital as they expect results in a very short term. Or they cannot get the impact they want by not consciously investing in the long run. And we talk about these subjects in the private chambers of many brands with my team. The act that does not turn into sales and into a bill has really no value. In other words, a company in which no sales are done, might be counted as one acted as an association or a charitable foundation.

WELL HOW IS THE DIRECTLY BALANCED DIGITAL INVESTMENT MADE THEN?

Firstly, a right domain and a web page is always a great tool and it's the rock of the digital marketing. That is to say all the mechanism work through this. In fact, SEO, Adwords, Social Networks, Micro Site, Advergame etc., all of them works for the website. And we can see the results of this at www.alexa.com. But even so, I have seen such websites that they have many hits but have no sales whatsoever, I have also seen some that have normal hits and have also the sales. This means that hits actually don't make sales particularly. What's important is to fulfill the needs of the consumer. In other words, give them a gift of a benefit. Sometimes the marketing and the sales team ask us, “Why can't we make any sales?”, “Your numbers of digital visits are great, why these do not turn into sales?” Actually the answer is very simple. When you don't present a product that works for your intended population and to their benefits, that only makes them visit your site and only look around and this makes you receive too many hits. That is to say, receiving hits are important to some extent, after that the equation of the products and benefits must be setup well. For this reason, we always tell to the people who are in the marketing and sales teams that they should first determine the needs and present benefits according to this. Thus, only receiving hits does not work for us.

HOW LONG SHOULD THE TIME BE?

For many times we have experienced that advertisers that invest in many digital platforms and that have a high-quality website on the Social Networks can get additional benefits to their usual sales in a time of approximately 12 months. When a company of which a recognition investment of 12 months is made for begin to announce its campaigns and its actions upon sales, it definitely has effects on the sales. Let's explain this through an experiment, when we publicize a product, which is sold on a webpage that makes sales supported by digital advertising, social networks and telephone for 18 months, on Facebook or adwords, it comes into such a state that it receives orders or gets asked. When we ask the salesman about what did they sold the most this week, we observe that we had sold the product which we have brought up to the front the most that week. But for this, we set forth the publicity, will and the service of that webpage. So, we can say that other stuff besides timing are also significant.

IS THE PUBLICATION ALIVE WITHIN THE DIGITAL?

Yes, I am among the people who think that the classical advertising lives through the oxygen of strategy within the digital. In classical advertising, you put forth your discourse and move away whereas in the digital advertising you tell your discourse and try to get to the result by following it. Advertising did not die within the digital. But it taught us the fact that we needed to develop new strategies. If we go back to the beginning of the text, we’ve experienced the change.

DOES THE SOCIAL MEDIA AFFECT THE SALES?

Again an odd question that hits us right from the mark. The brands ask us, “We are making so much investments for the social media, why can't we get anything in return?” or “Will they ever return?” And we've told many times and let's write it here once more. With the fact the social media isn't a gate for sales, it is the most efficient method to direct people to sales. But there have been cases that direct sales have started within also. In a sense, Social Trade is one of the developing trends nowadays. I see that especially sales are being made in Pinterest, Instagram very clearly and also remind that females are a big step in this subject. Anyways, let's get back to our main subject, “Can we make sales in the social media?” Think of the social media as a marketplace, here, you can't grab attention without shouting. In other words, you have to shout something like “hats for the twins,” for selling bras. If you don't set up a mechanism for you that shouts over the counter, you'd be the one who only puts the products on the counter and waits.

So, it means that after getting to a certain level you need to shout at the top of your voice for sales. And we recommend this about this subject; let's arrange some contests or activities that will excite and bring your intended population. Even though we have experienced lots of barriers to this kind of thinking from the marketers who are in a more traditional state of mind, they experience a new thing in their lives when they see how they reach to successful results after its done. Consequently, you can make sale in social media but you’ll draw the attention of people in compliance with the methods and rules. If you scream out for selling your product as just going right up near his ear, it is clear that he shall become distant from you.

RECOMMENDATIONS FOR THE ADVERTISER

• One needs to be patient,

• Operate with conscious agencies and consultants who now about digital marketing,

• Dwell on the subject while making digital purchases,

• Attach importance to the digital marketing and be open to new changes,

• Follow the digital trends as far as possible,

If we have to put all these aside and to write a comment and a result paragraph, we can say that the change in marketing and sales has entered the building. Advertising is a must for this and people wait for the things you will present them looking at their screens. (A person spends approximately 15 hours and 33 minutes of time on Facebook)

Now, come on and present some good things to them, make them excited, bring them closer to yourself and make their lives easier with your products.

More power to you!

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