The Internet, the web and digital media have transformed marketing and business since the first website ( http://info.cern.ch ) went live in 1991. With over 3 billion people around the world regularly using the web to find products, entertainment and friends, consumer behavior and the way companies market to both consumers and businesses have changed dramatically.
what is digital Marketing?
The application of the Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives.
The XYZ company manufactures perfume which is sold through stockists in the Scotland, Dubai and India. The XYZ company has a unique vision to push the boundaries of design and innovation with its trendsetting Perfume brand. All the goods are manufactured and hand packed in the Paris. Overview and digital strategy Agency Monica supported XYZ company by creating a four-stage strategy to increase digital presence. In addition to the stockist route, XYZ company was keen to increase its own direct sales, so we had two simple objectives for the work – to increase visits to xyz.com and increase sales from the site. The steps to develop the reach of the company are explained by the agency as:
Step 1 – Take control Like many small to medium sized enterprises (SMEs), XYZ company had employed a Web Designer to create their site, but were unfamiliar with some of the standard tools that could help them track success. In this phase of work, we focussed on empowering XYZ to take control so that they could cost-effectively develop their site without spending budget on external resource. Suggesting XYZ company gain full account control of their ecommerce website. Assisting XYZ company in having Google Webmaster Tools access in order to access information about the health of their site and setting up Google Analytics in order to track website performance.
Step 2 – Make the most of your contacts in this phase, we were keen to ensure that XYZ company could conduct their own email campaigns using free provider, Mailchimp. During this process we also consolidated their contact data into a new XYZ company Mailchimp account, and set up a website ‘sign up’ so that new prospects could be captured.
Step 3 – Promote (for free when possible!) In addition to the email campaigns, we identified several low-cost or no-cost promotion options: Google Merchant (aka Google Shopping/Google Product Search). In order to increase online presence, we were keen to feed XYZ company products into Google Shopping. Luckily several ecommerce websites had a fairly easy integration option for this, so we were able to activate the integration and add a few settings (such as shipping) for products to be regularly submitted. Google Maps – a free local service which helps XYZ company stand out regionally. Google AdWords (pay-per-click advertising). Since the launch campaign, low-cost Google AdWords campaigns have been used at key events in the calendar, continuing to lower the cost per click, increase click-through rates and utilise the best performing keywords. We have also used micro-geographic targeting in Google AdWords campaigns as a proxy for income – for example, targeting specific area postal codes. Facebook: XYZ company is using this investment to reach the most likely recipients to purchase. The challenge in promoting a luxury product online is reaching an audience likely to purchase and this is where the beauty of Facebook could help. By targeting Facebook profiles who already liked other perfume products, our Facebook campaign could reach a more tailored market than using Google alone. During the campaign we were able to double Facebook likes for XYZ company. In the last three months, Facebook has driven 16 per cent of the traffic to the site.
Step 4 – Search engine optimisation as well as suggesting search engine optimisation changes along the way, we suggested a more formal search engine optimisation (SEO). The XYZ company have begun to implement these SEO changes in an effort to drive more organic traffic to the site. The changes included incorporating more keywords into the product descriptions in addition to the unique XYZ company copy.
Deep Marketing, high quality Content marketing is the key here. Without good quality content, people are not going to pay any attention and the content has to be created by a human, personal brand. Not from a logo. This leverages the high-quality attention, to build trust, to request customers to do a transaction with XYZ company.
C.A.T.T. – Content, Attention, Trust, Transaction Big brands spend so much money on surface ads to get your attention. But have you ever paid more than 2 seconds of attention to any of these ads? Do you even want to pay attention to them? TV ads, Radio ads, Newspaper ads, Hoardings, Ads behind buses, banner ads, popups… everything is irritating, and now more than ever, it is ineffective. I have got your attention for almost 10 minutes now, and I did not spend anything like a big brand would.
Deep marketing works for e-commerce, real estate, salons, education companies and pretty much any business. For one of our e-commerce clients – we are helping them communicate the story behind the store. It connects with customers. Our client is having an e-commerce site for Perfume. It has been their family business and her whole family works at the factory. All the Perfumes are age old formula are passed down through generations and they make it with high quality ingredients.
This is a story that needs to be sold, by the CEO of this company. People pay high quality attention to it, because it’s inspiring, the features and benefits – and how it is going to help the end customer. Deep marketing involves understanding your end customers so well, that you know them like a friend, their needs, desires, fears and aspirations. That’s when the communication is effective.