From Interest to Action: Discovering the Potential of E-Marketing

It is no revelation that the world of marketing is constantly changing; globalization and technology have generated an environment where customer preferences are updated almost daily, and the brands that we manage as Marketing experts must update their strategies to keep up. In the digital world, the focus isn't to just generate traffic but to translate these visits into conversions and increasead revenue.

During my time working in the Digital Marketing team at Reckitt, I had the pleasure ofsupervising the tactics and strategies for Enfamil in Ecuador, Colombia, Peru, and Venezuela,the findings and different practices that we carry out in this world-leading brand of infantnutrition can provide highly beneficial insights that I want to show you to elevate your brand. Let’s see together how e-marketing concepts translate into real success stories

Driving Traffic by Building Meaningful Engagement

Generating traffic is the first step of a successful digital strategy, but the quantity, as wementioned, is not the most important thing; it is a matter of attracting the right audience andcapturing their attention. At Reckitt, we leveraged a combination of SEO and Paid MediaStrategies using Google Ads and Meta Ads, where we segmented the audience to reach parentsor people who would soon become parents. These creative pieces leveraged the type of contentparents were looking for and offered information from experts. The key aspect here: Knowwhat information your target looks for!

Another example of generating traffic is working with influencers, as if you choose themproperly, they can surely be ambassadors for your brand and boost trust in your products. In Peru and Ecuador, I led the collaboration together with Ricardo Moran (Famous producer) andVirginia Limongi (Miss Universe 2018); with them, we made publications that talked aboutour website, its benefits, raffles, and quality content where parents could learn together withthe best brand on the market. These content strategies not only increased traffic but also createdhigh-quality leads for our e-commerce team and boosted the brand through trusted voices forour target.

Note: Video collaboration between Enfamil (ClubEnfabebe) and Ricardo Moran

Maximizing Conversions: Turning Interest Into Action:

Once we manage to generate more traffic on our page, the goal should be to capture attention and turn it into action. During my time at Reckitt, my team and I focused on redesigning websites for brands such as Durex, Veet, and Enfamil. Through user experience (UX) optimization, we make sure to analyze, together with A/B testing, the best way to structure the page to make the visit as smooth as possible. Through simple changes such as clear CTAs and making the checkout process simpler, we achieved a tremendous reduction in bounce rates and increased CTR towards third-party retailers.

Remember, there are multiple ways to maximize conversions, and you should look into the different options that your website may be lacking; in case you don't know where to start, I always recommend visiting the conversion rate optimization done by HubSpot.

Increasing Revenue: Building Loyalty through Personalization Generating sales is important, but our goal should be for them to be recurring. As an example of how to achieve this, I want to tell you how Enfamil achieved a unique bond with its customers. Through email marketing campaigns completely personalized to the age of the babies, we were able to segment our clients depending on the moment they were in, in order to communicate to them what the most important aspects to take into account when your newborn is 2,4,6, 8 months, and up, this way we were able to personalize content and send exclusive discounts to our store, helping us grow the loyalty program and the sales on ecommerce.

Note: Enfamil email example from 2021.

Transforming our Strategy into Success

In my experience, e-marketing is a powerful tool to achieve excellent results when we are aligned with client insights and strategic goals, the key and my greatest recommendation to you is to move beyond surface level metrics like traffic and focus on the funnel, and how you're creating meaningful, long lasting customer relationships by understanding your audience, adapting to their needs and the creation of true value for them.

And remember, like I always tell my clients:

"Conversions happen when brands stop chasing attention and start creating value."

How important is E-Marketing in your business strategy?

• Crucial, we give a lot of importance to it
• Important, but we focus more on physical stores
• We do not use it, but are interested in starting to do so

Note: The ideas and content expressed in this article are entirely my own. They do not reflect the views or positions of any organization I am currently affiliated with or have been affiliated with in the past. Images are property of Reckitt and its brands.