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The recent trends in the digital marketing space are of embracing modern needs without rejecting the traditional pampering of the customer. With Google and the internet acquiring a different platform in the community life, the consumer approach marketing strategies have to change accordingly. Visual images and customer-friendly strategies develop a trust in the larger audience. The efficiency of the companies to address the issues and the proficient kind of redressal system builds a faith amongst the customers. The digital strategy is actually a blueprint of how one is going to work on their business’s online existence.
There are different tactics that need to be employed to gain a larger audience. Setting of a kind of goal is the first objective to have efficient marketing campaigns. The aim must be very clear then accordingly one can work it out to the target audience. There is a particular age, class, gender-specific groups within the target audience. Hence the key channel to target also becomes clear. One can weed out the unnecessary expenditure and channel it out correctly. For instance, within social media marketing if one has to target a larger audience of say age group above 50, Snapchat may not be a good audience. Then facebook advertisement and sharing of the information via email or SMS becomes a stronger platform. The content plays a consequential role here. It is a driving force to the strategy we are using to boost the profit of the company. Dabur used #Beautiful and Brave ad to create an acceptance about the cancer patients recuperating from the disease bravely. Developing empathies in the consumer is one way to promote the commodity which the company sells. Pinpointing the need of the audience in the content in clear terms is also another way. If there are similar FAQ’s coming about a certain product or service, developing an email drip campaign educating the customers becomes the best channel to address the audience.
Here the Pay-per-click is an efficient strategy. The email drip or the SMS comes only when the audience registers to buy the commodity. But by aforementioned mechanism, the audience can be targeted in many platforms like- Google AdWords (Search & Display Network), Google Shopping, Bing Advertising, YouTube Advertising, Facebook Ads, Instagram Ads, Linkedin Ads, Twitter Ads, Remarketing/Retargeting (across search engines and social platforms). The different versions of the android apps can also promote the desirable commodity, for instance the calendar updates in the recent android act as a reminder to the consumer that the sale in Flipkart is about to start. The customer’s journey to inquire about the commodity also needs to be tracked to figure a more strategic plan of action. To create a market funnel to understand the leads is an important step to have a strong digital marketing campaign. Four factors hence should be kept in mind – awareness, interest, desire, and then action should be in ways in which the target ad has to work.
To gather information about the customer and their choices developing a statistics also helps to work accordingly for an efficient way of digital marketing campaigns. The campaigns should sensitize the audience about the need to take action. For instance the recent Gillette ad seeks to take into its consideration the toxic masculinity campaign, missing its mark and criticism for it diluting the choice of being with the beard has been taken away. It is actually promoting a beard phobia. Therefore there is a failure in the execution of the message they wanted to promote. These are few things which should be kept in mind, while we tend to advertise something. Therefore monitoring and measuring are some of the elements to be taken into consideration. Social responsibility of a company should try to hence figure what the customer demand from their commodity and why would they spend purchasing them.