by SARA CALMRAM / 2015-04-14


Decision data in real time

Digital technology has forever changed the conditions of doing business. For anyone who understands how to use technology in a smart way, there are many opportunities to create growth in the company with very little cost. But learning to understand how to use digital technology in both their marketing and business processes are not easy. There are still too often shots between marketing and businesses that complicate and obscure for policy makers.

Through digital marketing in combination with various tools, you can increase the inflow of leads, increase conversion rates, gain control of monitoring and analysis and simply create better conditions for a successful enterprise. By additionally integrating enterprise business systems with different digital tools for sales and marketing, businesses create value. There is seldom reason to change business tactics as it is often costly and time consuming. But to see and react to the leads in real time, provides direct basis for forecasting and design and gives the entrepreneur entirely new opportunities to organize their activities and processes proactively for tomorrow.

Digital tools as part of the business process

It's easy to find companies that work with web pages, digital strategies and social media. But it is more difficult to join the digital strategies with sales in a way that actually produces results. Many players sell services in the digital domain; as banner advertising, search engine optimization, content strategy, inbound marketing, social media and search engine marketing (SEM). But as with much else, this is divided on the actual business benefits. There are many white papers out there that deals with the pursuit of facebook likes, the business benefits of blogging and how to do business on LinkedIn.


As a business, it is difficult to fully understand the business benefits of the digital tools. It is because we are still in a paradigm shift between the old and new. Henry Ford said that if you had asked his customers what they needed, they had said "faster horses." Similarly, many companies still see digital tools from a traditional perspective. A digital newspaper becomes a place where you can advertise digitally. A website will be an online presentation. If we are not careful, it may mean that the digital marketing used not only wrong but also becomes a cost that is stacked on top of the unchanged traditional marketing. The result is that the cost of marketing elapses without any cost savings or measurable gains. 

A company's website is not a digital brochure. With the right use with ERP, e-com, tools for Customer Relationship Management (CRM) and other digital tools, it becomes a significant part of the company's sales apparatus.

Internet as a sales channel

A prerequisite for taking advantage of the new tools is to understand the power of the Internet as a sales channel - whether it is focused on B2B or B2C. Digital marketing is far more cost effective than traditional marketing. It is direct, adaptable and reach customers later in the buying cycle. The common factor for all customers regardless of segmentation is Google. Everyone is surfing the net; in their mobile or e-reader. It also means that the boundaries between B2B and B2C blur - talking today instead of Human2Human.


In order to fully invest in digital tools and the Internet as a sales channel without breaking your marketing budget is achieved by reviewing the allocation of costs between traditional marketing and digital. A good rule of thumb is to start with what a lead may cost - and then put the power where it provides the most results. Low-hanging fruit. One should take sight of the potential customers that are cheapest to reach and that is easiest to convert into customers. Digital marketing is measurable and provide direct feedback. The tool can now collect information about visitors, feedback via email, automate marketing, see what visitors are looking for on the web and understand what that converts visitors to customers. Because the tools provide the opportunity to see the incoming business in real time the information can also be used as the basis for important business decisions. 

An example of a company that used the new technology is fully - a company that sells imported stone slabs to kitchen and bathroom. The company has organized its entire business around the digital sales process - with a converting web as the hub of the business. By integrating enterprise business systems and e-com solution with a digitized sales process, the company has full control of sales leads, business and follow-up and can take the right decisions on marketing needs, recruitment and organization. It has made the company the market leader in less than a year.

Properly used, they create digital tools basis for business decisions and may contribute to reduced costs, increased revenues and also give a company strategic advantage over their competitors.