Experts On Digital Marketing with Toni Griñon
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Recently here at Shiptimize we started “Experts On“, a new project in which we interviewed experts in the field of eCommerce and Marketing, so that they could give us their opinion in certain points of their area of expertise.
Among them, we had the opportunity to have an interesting interview with Toni Griñon, a specialist in Digital Marketing and Social Media, author and founder of Contacta 2.0 and currently a consultant in various Communication and Marketing projects.
Check out how Toni has entered this market and what his views on the challenges facing online businesses are and how to overcome them.
Shiptimize: Toni, tell us a little about your experience and what made you want to work in Digital Marketing.
Toni Griñon: My professional career begins in the Contact Center sector, which over the years has evolved into a digital world in all its possibilities. The phone gave way to tools such as e-mail, social networks and messaging platforms. At the beginning I was self-taught. The level of demand of the sector and the speed in which it evolved made me specialize in Digital Marketing. What I have maintained in all these years is the communication with the client in all its possibilities. (Customer service, administrative technical support, sales and sales management, advertising …) In short, a professional need and a professional passion for the sector were combined.
S: After working with numerous clients, what are, in your view, the 3 most common challenges for an online company?
TG: One of the challenges is the analytical part of Digital Marketing. There are multiple tools that measure the impact of online presence (visitors traffic, likes…) but the difficulty is knowing how to interpret the data to make decisions based on the results. On the other hand, but on the analytics side of things, it is the famous ROI. Although less and less, you have to be constantly demonstrating that the economic investment that is being made is worthwhile and is translating into sales, into new customers, into loyalty…
Another aspect is SEO, which requires investment, qualification and the results are medium or long term. We always want immediate results. This turns into a handicap, as well as a challenge.
Finally, if I have to choose 3, it would be the creativity to connect and communicate with the client. In a sector so saturated today the surprise factor is increasingly complicated, so creativity and talent increasingly plays a more important role. The online world moves at fast pace and being aware of the latest trends is vital.
S: Since you have experience in working with growing companies, as well as companies that are at a more advanced stage, what are practical lessons that an online business that is in the initial stages can apply having the most developed companies as an example?
TG: There is a quote by Álex López that I like very much that fits the question and goes like this: “Remember that in social networks you have the same m2 as a multinational”.
I think that each company has to have its own personality and that this must be transferred in its marketing strategy. It’s more positive to improve the shortcomings that most developed companies in our sector may have, than to copy and compete in their strengths. When implementing existing models of success, we must try to improve the aspects that we consider good and discard the aspects that we don’t consider good. Keep in mind that copying a successful model does not ensure success. I am more in favor of differentiating, of providing a different value from the existing one. In the absence of a budget, creativity is the best resource.
Interestingly, now the tendency of developed and settled companies is to act as startups. The proximity, creativity, disruptive elements, innovation, flexibility, adaptability and endless reasons are causing “the big” to copy “the small”.
S: Since you have already helped several companies improve their digital marketing strategy, we’re sure some of these customers were online stores, right? If so, what is the main aspect that online stores need to take into consideration when defining a digital marketing strategy?
TG: A marketing plan for an online store does not differ much from the one that can be applied to any company since the common objective is to sell. What is evident is that in the marketing strategy there must be certain basic aspects such as Social Media, SEO, Analytics and Customer Service. Personally, I consider those as elements to take into consideration.
In the analytical part it is crucially important to analyze the behavior of the visitor within the online store, mainly understand the reasons for the purchase abandonment in order to perform the necessary actions to reduce this rate. On the other hand, analyze the behavior in the conversion rates as well to maintain that model.
I would also highlight the importance of SEO to bring traffic to each of the products of the online store and a powerful customer service.
S: Can you share with us an article about Digital Marketing or Social Media that most intrigued you lately?
TG: Although I consume a lot of information on Digital Marketing, Social Media and Technology, to be aware of what’s trending, what I like most are the studies. I publish many of them on Twitter and I like to analyze them, cross their data and others.
I would recommend several studies, but I prefer two very useful ones published this year: one is a classic with infographics on the use of Social Networks by Internet users called “Estudio Anual de Redes Sociales 2018”. The other, recently published, is about the use of social networks in companies and it’s called “Barometer Hootsuite Social Networks 2018“. For those of us who work in the sector, a lot of information can be predictable, but there is always data that can surprise us.
S: And lastly, in your opinion, what is the only thing that an online business should never do?
TG: To highlight one thing is complicated. Losing your essence, your values and your brand culture. Although it seems obvious, you should never take actions that make you lose credibility. It is hard to create a reputation and with a wrong decision that can be lost very quickly. In the case you have a physical presence, keep a coherent image offline and online.
And if you wish to check out the other interviews of our project, just go to “Shiptimize on the Record“, our podcast that contains the audio version of some of the conversations made under “Experts On”.