Over the years, we have encountered different challenges in terms of the online environment. All those challenges turned into marketing lessons that we apply every day within the agency and in relation to clients. It is very important to know exactly what you are aiming for from the beginning, and that the whole process is clearly defined. Together with colleagues we brainstormed and we are happy to share with you the lessons learned by us.

1. It is the vision of the entrepreneur/CEO that influences the success of a project. A blurred vision will make marketing actions unclear as well. It is important that they have an overview of their goals and also be able to convey it to the marketing team. Otherwise, results will be delayed and achieving the desired success will be difficult.

2. Trust is a fundamental element in business relationships. Once won, any collaboration becomes easier. Conversely, if it is not formed, marketing performance will decrease considerably due to the lack of complete information sharing.

3. The strategy is the basis of what the online environment means, and it must always be carried out before implementation. Moreover, it must be based on a comprehensive analysis, on the basis of which future directions can be set.

4. Business objectives are those that directly influence marketing actions. Here we refer a lot to SMART goals, as they are clearer and easier to follow in achieving them.

5. Without clearly defined goals, marketing actions have little effect. Carrying out a marketing campaign without setting the objectives pursued beforehand can be compared to going into battle without weapons. It leads to a significant loss of resources and money. Thus, before any action, we need clear, well-defined objectives that support the marketing plan.

6. Defining KPIs and measuring marketing actions are fundamental for every company. If you know exactly what you’re aiming for from the beginning and ensure that these KPIs are met along the way, while measuring the results, you’ll get what you set out to do more easily.

7. The marketing plan gives clarity to each action that needs to be taken. It is the starting point for marketing actions, while also being based on a well-defined analysis and strategy. It helps to make actions easier to implement and to measure results more easily.

8. The combination of the online and offline environment will make the project achieve the proposed objectives. Even if our focus is on the online area, we have learned in these 15 years of activity that you cannot build a brand exclusively online, because it is not only found in this environment. That’s why we never rule out considering offline actions.

9. The team of specialists costs less than a team of generalists. Over the years, we have had the opportunity and opportunity to work with different partners, noticing the importance of having people who are specialists in what they do. Many times, the tendency of companies is to hire a “jack of all trades”, but, most of the time, he will not be able to offer maximum efficiency.

10. Creativity starts from the entrepreneur’s openness to accept something new. Our challenge is to get them to overcome their reluctance to innovate and take them out of their comfort zone by accepting new challenges.

11. Constant communication is essential regardless of the business. An important thing that we have learned over the years is that a company must communicate regardless of the period. We have often faced businesses that dedicated resources to a single period, due to prior productivity estimates. Even if this approach is not erroneous, the months outside that period should not be neglected, as maintaining basic communication is fundamental for consumer loyalty.

12. Content marketing is difficult to achieve, but it brings benefits in the medium and long term. Often, its association with direct selling complicates the activity of marketers, as company managers expect to generate sales. Instead, content marketing is a strategic approach, based on creating and distributing content that is valuable and relevant to the company. Its initial role is to capture the attention of the target audience and increase the visibility of the brand, and subsequently to generate qualified leads. In an era where changes occur from one hour to the next and consumer preferences are constantly changing, making content is challenging. Specialists are increasingly in demand in making it, because it must be relevant to the brand, represent its image and be easily consumed by potential customers.

13. Online marketing isn’t just about PPC campaigns. A common confusion is the exclusive association of online marketing with paid campaigns. It is most often found in small companies, unfamiliar with online marketing or those that have worked mainly in the offline environment. Marketing is more than PPC campaigns, it encompasses analytics, statistics, strategy, implementation, monitoring results, and more.

14. The community always makes the difference. To reach a turnover of 100,000 euros/year you need 10,000 people to buy 10 euros/year or, alternatively, 1,000 to buy 100 euros/year. In the context of high competition, which puts consumers in front of a variety of options, it is important that every company reaches out to the community, offering them exactly what they are looking for. Not always a large number of people is the solution to business growth, but it can be achieved by developing a strong community.

15. The CEO and the management team are the ones who make things work. They are the image of the brand, those who represent the company both online and offline, and it is necessary to convey this. They are the voice of the company and it takes more than anything for them to believe in the business and its values, thus being able to communicate them further.

Here are some of the lessons learned over the years, lessons that have strongly influenced our online marketing actions.

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