- All About Digital Marketing

It’s fair to say that digital marketing has entirely transformed the way companies connect and engage with their customers. With more consumers searching and buying online than ever before, digital marketing has become crucial, especially in such an unprecedented crisis, as the Covid-19 pandemic.

It’s a fact of life that we live in a technology dependent world where we resort to the internet with whatever questions or needs we might have. If you turn on your smartphone, tablet or laptop, you won’t have to look too far to find an event that is live and in progress. As data becomes more affordable, it becomes clear that the future will become all about remote participation, gaining momentum in such an unprecedent time-period, where social distancing is the rule. While the new coronavirus pandemic has already had a significant impact on the business community and the economy, your company still has plenty of opportunities to be there for your customers and prospects through the crisis: the internet has in fact enabled businesses to never stop interacting with targeted audiences in real time. According to surveys, virtual commercial transactions have surged by a 40% during the coronavirus crisis only within Italy, with 81% of all advertisement being digital. So, now is the time for companies to update their digital presence as well as marketing and communication strategies. For example, the role of webinars in marketing and sales strategies will likely be transformed forever. As we are forced to let go of our preference for face-to-face commercial communication, webinars offer professionals the opportunity to feel more connected with customers and prospects. Not to mention the cancellation or postponement of all significant B2B events that have led to a surge of virtual trade show platforms, all available from the comfort of our homes and offices. 

As a matter of facts, the major advantages of digital marketing, besides the fact that it does not require face-to-face interaction, is that it is measurable and affordable. An email blast or social media campaign can send your message to a wider audience, at the right time and in the right place, for a fraction of the cost of a TV or print ad, for example.

So, why not take advantage of everything that digital marketing has to offer? 

You Can Have Trackable, Measurable Results
Measuring your online marketing in real time by accessing timely data through web analytics tools and other online metric tools makes it easier to establish how effective and successful your campaign has been, and you can respond adjusting your strategy accordingly. If you organize a virtual event, a live streaming, a webinar or take part at a virtual trade fair, reporting and analytics track every move attendees make. You know how they came, what they did, with whom they chatted, what they tweeted, which videos or pdf they watched, etc. 

It Drives New Inquiries with Global Reach 
A website, webinar or virtual trade show allows you to find new markets and trade globally for only a small investment. There are several ways of reaching new customers, from websites to video marketing, virtual events, and social media. Digital marketing also helps you to attract mobile customers, a huge and rapidly growing market. At the end of last year, mobiles devices (apart from tablets) generated 52.6% of global website traffic and during the Covid-19 pandemic within Italy, the mobile-laptop fork has widen to 77% of sales through mobile devices against 23% on laptop. 

Your Website is Active Day and Night
A well-designed website will ‘work’ for you every hour of the day, every day of the year, allowing potential customers on the other side of the world to easily browse your services and products, watch videos, demos or tutorials outside of office hours. This means that, while your sales team is off the clock, your website is acting as a 24/7 salesperson and helping to bring business in.

Big Results with Little Money
The trick is to be ‘strategic’ about your digital marketing campaigns. By clearly understanding the results of your data, you can carefully plan a well targeted omnichannel digital marketing campaign that can reach the right customer, increase your revenues, saving both money and time. It is no longer “onesize-fits-all” but you can tailor campaigns to specific demographics, such as age, location, interests, and gender, making them a lot more effective. This further puts small to medium businesses back into the game by giving them resources that were previously only accessible to larger corporations.

You Can Maximize Your Profits
Besides being cost-effective, digital marketing has also proven to achieve a high return on investment (ROI). Marketers can quite easily obtain a good picture of which activities generate the highest number of quality leads and at what expense, effectively using the available marketing budget. Simply put, we can stop spending money in areas that are not working and focus on what is most likely to drive enhanced ROI.

Build Brand Awareness
By carefully managing digital marketing, your brand can become accessible to new customers as well as familiar and recognizable to existing ones. By posting regularly, updating interesting content, answering questions and queries quickly, and responding to reviews and comments, positive or negative, you are actually improving brand loyalty and increasing brand awareness, showing customers that you care about what they say and think.

It Can Work As “Social Currency”
You can create engaging campaigns using content marketing tactics. This content (images, videos, tutorials, articles) can gain social currency, being passed from user to user and becoming viral.
High-value content created with your target audience in mind can ensure that your brand is seen as being both reliable and approachable. Writing articles, press releases and blog posts, making videos, tutorials or organizing webinars that reflect and address their interests and pain points will encourage more engagement and highlight you as an expert within your industry.

Content Marketing and Hyper Personalization
Hyper personalization is becoming the norm and personalized messages make customers feel a lot more valued. Your digital tracking can equip you with the ability to create content that addresses customers’ interests and preferences. The more you understand about your customers outside of their demographics, the more strategic you can be in creating content, language and imagery that converts them into long-term customers. You can position your product or service as a solution to your audience’s specific needs. On-demand content consumption is on the rise and strategic marketers continue to hone on providing a customized experience to their customers. Where tracking behavior is one possibility conducting surveys can also capture detailed information to gather enough insights about your audience for an even more effective customized follow-up strategy.

It Improves Conversation Rates 
The best thing about implementing digital marketing? It can be immediate. if you have a website, if you organize a webinar or participate to a virtual trade fair, your customers are only a few clicks away from making a purchase. People no longer need to phone, or physically travel to come to your store to make a conversion. Your website is your store. Your website should offer potential customers everything they need to know about your product and services. You can embed unique codes that allow you to track who, when and how people saw your ad or product, as well as what they did after this. Did they visit your website? And if so, which page did they view? Did they visit your virtual booth or followed your webinar? Did they download content? Place an order? With digital marketing you can monitor your conversion rate to see which leads turned into revenue.

Online shopping statistics show that companies with strong omnichannel engagement retain 89% of their customers. So, at a time like this, with limited face-to-face interaction, digital marketing channels are more important than ever and if we are long-term-minded marketers, we should wisely adapt our communication strategy to the current situation. Establishing that brand-customer trust is invaluable to the longevity of your business now and long beyond Covid-19, so why not take the time now to set yourself up for long-term success? Digital marketing is a great way to do just that! If you need help planning your next move or revisiting your digital marketing strategy, Infodent International can guide you every step of the way. 

You can use our platform “Smart Virtual Trade” to hold your webinar/lecture/conference to distributors worldwide or in specific countries. You can exhibit your products worldwide, through our “Smart Medical Fair”, a virtual trade exhibition open all year round, where you can set up your own booth and take a tour around the exhibit hall and conference hall. Through our virtual platforms you will have the opportunity to showcase your products, or share your event with registered attendees, to have a live chat with distributors and a Q&A interaction with them or schedule private meetings. We take care of all technical issues, marketing and promotion.

Send an email to advertise@infomedix.it to get more information from our team.

We have it all: expertise and a world database of distributors and manufacturers… we can connect your business worldwide!




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01100 Viterbo - Italy
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INFODENT SRL has been operating in the dental market for 20 years. Our main product is INFODENT INTERNATIONAL B2B magazine, mailed worldwide to 20,500 companies in the dental trade and industry.We provide customised B2B marketing services and consultancy to help companies in the dental trade and industry find international partners, expand into new markets and promote their brand on an international scale.Since 2003 we have expanded our activity to the whole medical sector through INFOMEDIX INTERNATIONAL, our B2B medical magazine, and a range of related marketing services.

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