Web and the pandemic, a conversation with Marketing01 Paolo Bomparola

Pandemic and the Web, how users' relationship with the network changes and why it must be included in business strategies...

The covid19 pandemic has profoundly affected citizens' lives around the globe, changing their routines and habits. Among the changes highlighted in recent months, there is also one regarding relationship with the web. The Web was the window to the world during the lockdown, it was a place for shopping while all shops were closed. Today, although the internet is no longer the only one and forced choice, many users continue to prefer it to decide their purchases, as confirmed by Marketing01, one of the the best 30 Google Premier Partners in the world.

Covid is transforming companies all over the world as well in the USA and in Italy. In particular, is awareness of digital strategic importance growing in Italy?

This is absolutely true. In the USA, the network has been considered a very important part of business management for long, e-commerce has been extremely widespread for years and most americans are hyper-connected. Covid19 pandemic and the lockdown that forced us to stay home and with all the shops closed, Italians have also approached e-commerce, increasing a time of their presence on the internet by over 300% . A habit that then remained even at the end of the lockdown, with sales in e-stores growing exponentially from month to month and online searches for purchasing purposes increasing by 160%. It is therefore clear that those who want to do business, and want to profit by it, must not be ruled out using web in their strategic vision.

Marketing01 is one of the major Google agencies for tourism. Having hundreds of hotels and accommodation facilities among your clients, you undoubtedly have a privileged observatory. How have entrepreneurs reacted and are they reacting?

In last months we have analyzed market trends, finding that, in general, there is a great desire to travel and escape, whether it is for holidays within national borders or, where permitted, abroad. However, the criteria for choosing hotels have changed, putting the perception of safety and cleanliness at the top, but also the good reputation of the structure. From this point of view, starting to use appropriate web marketing strategies can really make a difference. Presenting your business in the right way improves the perception of it by about 75 percentage points. Furthermore, these tools allow you to get a better ranking on search engines. It is well known that whenever we do some online search, we stop at the top 5-10 results on the first page, rarely going further.

Do you think that companies will increase their investments in digital technology from now to next year? Or will they decrease it?

They have no other choice, they will have to increase them, as a large part of their turnover will come from digital channels. Consuming buying behavior has changed, you choose what to buy online and, more and more frequently, you buy directly on the site, after comparing the various prices. Furthermore, in Italy, as in the US, covid19 infections are recording a growing trend and many citizens are about to limit their interpersonal contacts. This leads them to prefer online purchases to those at physical stores. Finally, we must not underestimatethe the fact that the increase of users in online presence equates to the possibility of intercepting new customers and retaining them over time.

How does your consultation change?

We create targeted strategies for each individual user by analyzing his current situation, the reference market and making possible predictions on how it will evolve in the coming months. Certainly, today we must also take into account the “pandemic” factor, but this cannot be the only element to be evaluated. We must especially consider the new consumer behavior of users and the new way of experiencing the network. We all spend much more time online, it is no longer a need, but a choice. Today we offer our customers a targeted Google Ads campaign, capable of improving positioning, but, above all, a restyling of the websites, which in about 65% of the studying cases are not very efficient and intuitive.

And how does the consumer / user change? What was he looking for on the web and what is he looking for now?

If before the "hyper-connected" were mainly young people and the very young ones, today the user base is expanding,becoming even more heterogeneous. Many users have experienced online purchases for the first time during lockkdown, others have increased the volume of products bought online, and today more and more people feel confident with this method. Today, online purchases are no longer mainly focused on clothing, footwear and technological products, but they have extended to any product category, including food shopping.

How do you see the future of Marketing01? What are your goals for 2021?

For 2021, we set ourselves the goal of increasing training by keeping addressing to entrepreneurs, allowing them to acquire the necessary skills, making them, gradually, more and more autonomous in management. We will also focus a lot on distance learning and we want to raise the qualitative bar of our analysis and consultancy services even more, which already today take into consideration many factors, because only in this way it is possible to achieve increasingly ambitious goals. Marketing is no longer as it was one time, when it was enough to put a site online, today marketing has become, on the one hand, easier, thanks to the great opportunities offered by the web and the increasing presence of online users, especially after the lockdown, on the other hand, however, it has become more complicated, due to the great competition that the internet generates from all over the world. We want to proceed on offering a 360 ° service, sharing with customer the goals, teaching him how to achieve them using the various marketing tools remaining constantly updated.

(cutpress/nwswr)

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