Due to the COVID-19 pandemic and the ongoing conflict in Europe, companies have had to make adjustments to both their production processes and communication/relationship strategies. The pandemic accelerated digitization in various sectors of daily life, such as remote work and distance education. Industries like e-commerce, online grocery shopping, and essential goods purchases experienced significant growth. The main challenges for companies during this phase included the inability to maintain relationships with stakeholders and the loss of promotional opportunities, such as physical events and fairs. Many, leveraging digital as a marketing tool, managed to create new relation opportunities. Digital played a key role in filling the void created by the lack of physical meeting opportunities, enabling companies to maintain and develop customer relationships in a rapidly changing context. Companies, especially SMEs, had to quickly adapt to new consumer demands for online sales and digital presence which became crucial, with a higher demand for e-commerce and delivery services.
New needs, increased environmental awareness, the need for greater social responsibility, and a renewed emphasis on health—all these factors led to the adoption of new technologies in unprecedented ways, opening people's eyes to the enormous potential of digital tools. Introducing digital elements into companies requires specific skills and the ability to make process changes to adapt to digital needs. It is unlikely that we will completely revert, as we have become familiar with digital activities and specific tools. This transformation is part of what we can define as a "new normal," a new post-pandemic normality.
To adapt to this new normal and maintain a competitive position in their target markets, it is crucial for companies to have internal skills, a specific know-how that facilitates the adoption of digital technologies.
How might a company cultivate internal digital expertise?
In general, developing digital knowledge requires access to online training resources, recognition of digital presence, and optimization through the analysis of digital touchpoints. Careful management of these aspects can contribute to the success and growth of companies in the digital age.
To foster the development of this know-how, companies can rely on resources dedicated to online training, including those provided by major global technology players such as Google, Amazon, or Facebook, as well as numerous experts who share knowledge through blogs and platforms like YouTube. Initial training can occur through thematic articles and vertical resources available online.
There are online resources suitable for internal training, such as the Google Digital Training program, which offers a wide range of video and textual resources on digital and digital marketing topics. This platform allows the creation of personalized training paths, enabling employees to acquire specific skills needed to address digital challenges and improve business.
Analyzing the use of the Internet as a marketing and communication tool in SMEs is essential to understand the strategic goals of online presence and the effectiveness of websites as communication tools. This approach allows for the optimization of digital marketing investments, ensuring maximum return on investment.
To assess and optimize digital presence, companies must analyze digital touchpoints such as the website, social media channels, Google My Business, and advertising activities. Monitoring and managing online presence is crucial, considering user reviews and feedback. Today, creating a digital presence for a small or medium-sized business is more accessible than ever. Companies like GoDaddy, Wix, and Aruba with Supersite provide tools to create websites and even e-commerce, making the process accessible even to those without specific technical skills.
A company's website is a key element in the digital ecosystem, and various free tools provided by Google allow for the assessment of its status and adequacy. Given that most online traffic comes from mobile devices, tools like Test My Site can verify website optimization for mobile devices.
However, digital presence is not limited to the website alone. Presence on social networks is crucial, with channels like Facebook, Instagram, and LinkedIn offering opportunities to reach the target audience through advertising activities. Analyzing presence on these channels includes evaluating whether the company has active pages or profiles on these platforms and studying engagement, i.e., user interaction with the presented content.
Facebook offers the Blueprint training program, which includes online courses and a series of certifications to help people maximize the use of Meta channels. This program is also designed for specific sectors, offering free and targeted resources for SMEs.
LinkedIn and TikTok offer similar programs to educate users and small businesses on topics relevant to their business. YouTube and online blogs provide a wide range of content and insights related to digital marketing.
Choosing the right social media strategy is crucial and must be directly related to the company's target audience. Not all channels are suitable for communicating all types of businesses, so it is essential to select the right channels and define a content strategy consistent with the target audience.
Understanding the target audience and adopting a targeted digital strategy are crucial steps for a company's digital presence. Online tools, from creating websites to analyzing search trends, offer businesses the opportunity to compete effectively in the digital world. To profile the target audience accurately, tools like Google Trends are useful for identifying user trends and interests. These tools analyze user searches and provide strategic insights, anticipating medium and long-term trends.
In this scenario, digital transformation is not just an opportunity but an indispensable necessity for companies aspiring to maintain a competitive position in the contemporary business landscape. Developing internal digital know-how, optimizing online presence, and adopting targeted strategies are fundamental steps to thrive in today's business context. The online training resources offered by industry leaders and the continuous assessment of digital tools allow companies to adapt effectively to the dynamics of the digital market, preparing for a future where online presence is a key element for business success.