Translated material
5 reasons to use digital marketing
A certain myth was formed that the Internet is a cat in a bag, from which it is not clear what to expect. I want to debunk this myth
In the process, we often encounter the problem of perception of digital as the most incomprehensible channel of communication. Clients understand its prospects in terms of phenomenal growth dynamics. But they don’t know how to use the Internet correctly, how to measure and evaluate the effectiveness of campaigns on the network, they are distrustful of the influence of digital communications on offline and do not fully understand what goals can be best achieved with its help. In the midst, a certain myth was formed that the Internet is a cat in a bag, from which it is not clear what to expect. I want to debunk this myth.
Consider the situations in which the achievement of goals through the Digital channel is most effective.
In principle, through digital you can achieve any marketing goals. Only in some cases, achieving goals through the Digital channel is the optimal solution, and in some it is not.
Take the goals of the classic marketing funnel:
| AWARENESS - recognition of the name of the brand and its belonging to the category. Acceptance - adoption of the brand. That is, the consumer does not deny the possibility of acquisition. Tial - a trial independent purchase. RETENTION - consumption of goods or services for rational reasons (price, stocks, availability in the nearest store, etc.) on an ongoing basis. Loyalty - consumption for emotional reasons. Less depends on the price, distribution and other objective factors. |
| Knowledge of the brand/product through digital this channel is best used: for communication with a narrow target audience. You can use contextual advertising or integration with this audience with portals. By integration, I mean any kind of cooperation - from banners to joint projects. In the case of communication with a young or advanced audience. For them, Digital relevance is much higher. And from the point of view of coverage, this is the second largest media channel. If TV is prohibited for you. In the case of limited budgets that do not allow to reach on TV. If the brand is ready for bold solutions, then there is a chance to get a good coverage for less money due to "virality". Examples The launch of the new model of the vacuum cleaner from LG was accompanied by a viral video for a younger audience, which collected more than 2 million views on YouTube. http://www.youtube.com/embed/1ynu_zdybyk The winner of the past “Cannes Lviv” is the case “Pay with a Tweet”. The authors managed to promote their new book, without spending a cent on paid communication channels. |
| Acceptance acceptance through Digital Digital works best to accept the brand when: the brand needs to tell about yourself in more detail so that the consumer begins to consider the possibility of buying. Among such brands, for example, medicines or cars. For brands in categories where a deep involvement is characteristic, for example, if we are talking about clothes and cars, or if we are talking about areas in which consumption is due to emotional causes. Consumers willingly interact with brands of these categories, because they consider them “worthy”. For brands, the role of which in an understandable way is expressed on the Internet. For example, “helps a guy get acquainted with a girl”, “makes life more fun”, “makes you smarter” and so on. All these roles can be repeated in digital. For brands in which “acceptance” occurs through a test, for example, announcement is carried out on the Internet, an application for a “sample” is also filled out and sent by mail. Examples are a good example - the mobile application "Fiat". The launch of a new car model is always accompanied by an explanation of the technical features of this machine. It is useless to convey such a complex message through TV, and through brochures and the press - not too effective. Therefore, a mobile application was developed, which in an interesting interactive form talked about the characteristics of the car. And to achieve the “viral effect”, a game element and prizes were added to communication. http://www.youtube.com/embed/zomopce-dga Greek manufacturer of Lacta chocolates to strengthen the emotional territory of the Lyubov brand launched an excellent Facebook application, which gained 250,000 users in 2 months and became the most popular among all brands in Greece. http://www.youtube.com/embed/zd5PFWMYABI Perhaps the most famous campaign last year, Old Spice, although it started on TV, has gained its phenomenal popularity only thanks to the Internet. The brand wanted to succeed from women who most often buy hygiene products to men. http://www.youtube.com/embed/tdjwrphd7aa |
| Purchase trial through digital If you strive to introduce the audience to the brand through the Digital channel, then it is advisable to carry out a trial purchase (Tial) in the same place. This will not break the process of acquaintance with the product and its sample in time. Banks, for example, were very successful in this. On the site you will learn everything about the bank and you can immediately leave a request or contacts to contact you. If these are not services, but goods, you can leave an application on the site, and you will be delivered by mail sample. Examples of technology allow you to do completely unexpected things. For example, a test drive right on the Internet. Visitors to the Mitsubishi site, after meeting with the features of the car, could immediately try to go through an interactive test drive in a real car. |
| Buying for rational reasons through digital retention - holding the buyer at the expense of a particular incentive. Retention is based on: periodic price or other motivating sentences (promo or discounts); Constant motivating programs with the ability to accumulate bonuses/points and exchange them for prizes. The main reports about shares are placed directly on packages or NATV. Today, the easiest and most affordable channel for activating codes and exchange for prizes is the Internet. An additional announcing activity and retention of participants also pass through it. Also, coupon services work effectively for Retention, which allow you to get coupons with discounts on your product/service. |
| Loyalty through digital in order to transfer the user to emotional from rational consumption (in those categories where it is possible), it is necessary to establish a dialogue with him. And for the dialogue there is nothing better than digital, since the channel provides: tools for creating repeated contacts with the same audience. Communities on the Internet, applications on social networks, mobile applications allow us to attract consumers. Tools for deep involvement: games, contests, voting, help and dozens of other options to surprise the consumer. Convenient feedback tools: accounts in social networks, mail, messengers (Skype, ICQ, etc. services). Examples example of using the Internet for convenient feedback: in 2009-2010. Starbucks coffee houses began to lose their popularity. Consumers believed that the network has lost its identity and turned into ordinary fast food. The bonus margin of coffee shop no longer seemed justified - and people began to go to cheaper places. To return consumer loyalty, the company launched the My Starbucks IDEA project. The aim of the project was to work with the wishes of consumers. On the project’s website, ideas were gathered to improve the coffee shop ; All ideas were united in blocks; Users voted for ideas. The best - implemented. |
Often, experts distinguish such a goal as "Advocacy"
The presence of lawyers at the brand is quite rare - but this is possible. In fact, ADVOCACY is a consequence of working with loyalty and leads to the spread of positive recommendations. The Internet environment gives the best tools for this-social networks, mail, messengers, blogs, specialized portals, etc. The main thing for the implementation of this goal is that the communication itself takes place on the Internet, thereby reducing the user's efforts to disseminate information.
Examples
1. An example from our practice. In order to generate recommendations from the consumers themselves and distribute them on the Internet, the Purina animal feed brand launched the Purina 60 Days - See The Difference campaign.
Users were invited to photograph their animal, then feed him Purina for 60 days and take a picture again. If there is no noticeable difference, the money will be returned. To motivate users to participate, all participants were given discount coupons for food. And in order to disseminate information about positive results, all participants posted a photo before/after the program website.