The Ideal Buyer, a Marketing Strategy for Modern PYMES

Abstract

Currently the digital landscape brings together a type of customer more committed to research, learn and provide an opinion of the team or service you are acquiring, this evolution has been transforming the digital marketing strategies of the last 14 years. On the Internet, there are countless offers and advertising that bombard the consumer to give recognition to a brand, for this, has used traditional marketing strategies and paid advertising that often ends up overloading customers so that they acquire the product / service or on the contrary has a negative experience with the brand. How can companies respond in the era of the Internet and the constant evolution of the customer? In response, we have invested in a new philosophy that tries to change the direction of advertising in the digital world, adding a paradigm of organizational culture to turn employees and customers into "brand ambassadors. This strategy is known as Inbound marketing, concentrates on an ideal type of customer, with more specific characteristics, to be attracted by the purpose of the company, once loyal to the brand, will carry positive opinions. This suggests to be the present for all those SME companies that continuously fight against more recognized brands and superior resources, the essay will address the issue of inbound marketing and how SMEs can create a business philosophy that is viable and above all generates significant and sustainable long-term profits in the digital world.