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TRANSCRIPT
Digital Marketing
Session 5
How to Market Your Product
• List of Keywords
– Tells us what people want
They don’t tell us why?
Convenience
Details Information of product
Comparison shopping
Search
Ease of use
Learning about new trends
Accessibility
Timely delivery
Reliability
Responsiveness
Good discount
Competitive prices
Ability of use reward points
Time pressure
Lack of mobility
Geographical distance
Need for special items
Age
Gender
Education Level
Income level
Diversion
Self gratification
Sensory simulation
Going through
search pages
Impulsive shopping
Fun of shopping
Social influences
Social learning
Socialization
Social escapism
Status and authority
Social experience outside home
Peer group attraction
Previous online shopping
Life style
Trust
Protects consumer anonymity
No hassle of driving, crowd
and parking
Time required for shopping
Transportation
Availability of product
Quality
Types of products
Motivations for online transactions?
Customer Motivations to go Online
1. Pragmatic Motivations2. Service Excellence Motivations3. Economic Motivations4. Situational Motivations5. Demographic Motivations6. Hedonic Motivations7. Social Motivations8. Exogenous Motivations9. Hassle reduction10.Product Motivations
Consumer Type
Trackers
• Knows exactly which product they wish to buy and uses an online shopping site to track it down and check its price, availability, delivery time, delivery charges or after sales service
Hunter
• Doesn’t have a specific product in mind but knows what type of product they are looking for (e.g. digital camera, cooker) and probably has ore one or more product features they are looking for. The hunter uses an online shopping site to find a range of suitable products, compare them and decide which one to buy.
Explorer
• Doesn’t even have a particular product type in minds. They have a well-defined shopping objective (buying a present for someone, or treating themselves) a less-resolved shopping objective (buying something to brighten up the lunge) or not shopping objective al all.
Responding to Customer Motivation: Content
Responding to Customer Motivation: Content
Responding to Customer Motivation: Customization
Responding to Customer Motivation: Community
Responding to Customer Motivation: Convenience
24X7
COD
Responding to Customer Motivation: Choice
Responding to Customer Motivation: Cost Reduction
How to Get your Content Strategy Right?
“Working creatively, it’s a good way to think your way
through a problem and get a rough fix on who you’re
talking to.
If you’ve got to present to a client, it’s a good way of
explaining a product.”
Content
Strategy
Conceptual Workout
• M.O.S.T- Mission Objective Strategy Tactic of your Company & Products & Services you sell?
FCB Grid
A. Take a Right Brain (emotional) Ad and Make it a left brain Ad (rational ad).
B. Left to Right. Pick a left brain(rational) ad . Do the opposite. Make it a right brain (emotional ad)
C. Draw the Grid
- See the list of 10 different products. Place them on the FCB Planning grid
D. Both sides- Ad that appeals both (left & Right)
Right Brain
Left Brain
Plot this List of products in a FCB Grid
• Car
• Jewellery
• Insurance
• 3 BHK Flat
• MBA program
• Play school
• Moisturising cream
• Ice-cream
• Magazine
• Mobile Phone
• Sports car
• Fitness centre subscription
• Club Membership
• Holiday
• Chocolate
• Perfume
Specific Products
BOTH SIDES
Which products have?
Learn/Feel/Do Circle• Select a product
• What is there to learn about it?
• What feelings might be associated with using it?
• What do we Do? There may be number of actions
• Now think of a message approach that uses each as entry point
Don’t worry you are not doing a polished script. Just rough it out!
4A’s and 4R’s
• For the chosen product indicate the aspects of a program match up with each of the A’s and R’s
• Attention, Awareness, Attitude, Action
• Reaction, Relevance, Response, Relationship
Q1-Learn-Convert-feel
• Facts, figures and statistics• Research• Expert and thought leader interviews• Mega Lists• Predictions• Surveys• Timelines• Webinars• Vlogs• Blogs
Q2-Feel-Learn-Convert
• Success photos
• Success videos
• Positive reviews
• Success stories/quotes
• Ratings
• Memes
• Lists
• Illustrations
Q3-Convert-Learn-Feel
• “10 Things to have with X” articles
• Customer Reviews
• Embedded Tweets
• Photos
• Videos
• Pricing
• Demos
Q4-Convert-Feel-Learn
• Photos
• New statistics about product
• Videos
• Reviews
• Pricing
Social Media Perception Gap
Consumer Ranking: The reasons they interact with companies via social sites
(61%)Discounts(55%) Purchase
(53%) Reviews and product rankings(53%) General information
(52%) Exclusive information(51%) Learn about new products
(49%) Submit opinion on current products or services
(37%) Customer service(34%) Event participation
(33%) Feel connected(30%) Submit ideas for new products and
services(32%) be part of the community
Business Ranking: Why they think consumers follow them via social sites
Learn about new products (73%)General information (71%)Submit opinion on current products or
services (69%)Exclusive information (68%)Reviews and product rankings (63%)Feel connected(64%)Customer service (63%)Submit ideas for new products and
services(63%)be part of the community (61%)Event participation (61%)Purchase (60%)Discount (60%)
Why to understand E-Customers
• Geographic and cultural spread is much wider
• They have different attitudes to both acquiring information and buying online
• The same person may both think and behave differently online than offline.
• Online customers talk back
• They also know to bite back and shout back if brand fails to deliver the promise
Strategy Tactics & Action: PRACE Framework
Plan
• Customer Research
• STP
Reach
• Create awareness
Act
• Persuade site visitors
Strategy Tactics & Action : PRACE Framework
Convert
• Get the commitment
Engage
• Build relationship
WHAT MOTIVATES A USER TO GO ONLINE
Modelling Personas
• Persona 1-
Amit is a 45-year old school teacher who has used Internet for less than a year. He
accesses the Internet from home over a dial-up connection. He has never purchased online before, preferring to place orders by phone.
Modelling Personas
• Persona 2-
Arnav is a 29-year old executive who has been using the Internet for 10 years.
Build personal attributes into personas
• Demographic: age, gender, education, occupation etc
• Psychographic: goals, task, motivation
• Webographics: web experience (months), usage location, usage platform, usage frequency
Personas are models of characteristics and environment
• Design Targets
• Stereotypes
• Three or four usually suffice to improve general usability, but more are needed for specific behaviour
• Choose one primary persona whom, if satisfied, means others are likely to be satisfied
Scenarios
• Information- seeking scenario (leads to site registration)
• Purchase scenario- new customer (leads to sale)
• Purchase scenario-existing customer (leads to sale)
Intermediary Models
Different customer segments
• Create personals for key audience
• Existing vs new
• Web savvy vsnon web savvy
• Demographic segmentation
• Lifecycle segmentation
• Psychographic segmentation
Search Engines
• Yahoo search network
Vertical Search engine
Specialist Directories
International portals and mainstream
media
Niche media sites+ social
networks
Aggregators and super
affiliate
Small affiliate and blogs
Your company
OVP’s
Direct Competitors
OVP
Indirect Competitors
OVP
Search flow natural and
paid
Intermediary flowDirect Flow
Allocating Budgets based on the Path Map of the customers
Channels Sequence % Conversion
2 DSSDXSSXDXXD
34%20.98%8.35%7.33%2.24%1.83%
D= display banner ad
S= paid search (PPC)
X=aggregator (or
comparison site)
Allocating Budgets based on the Path Map of the customers
Channels Sequence % Conversion
3 DSDSDSSXSDXDDXSXSXSDX
7.74%5.30%3.05%1.02%0.81%0.41%0.20%
D= display banner ad
S= paid search (PPC)
X=aggregator (or
comparison site)
Allocating Budgets based on the Path Map of the customers
Sequence Sequence Sequence Sequence
SDSDDSDSDXDXDSDXDSXDDXDSDXSDSDSX
DSDSDSDSDS
DSDSDSSDSDSDSDSDXS
DSDSDSD
D= display banner ad
S= paid search (PPC)
X=aggregator (or
comparison site)
Communication Models
SenderCustomer (mass
audience)
SenderCustomer (mass
audience)Opinion
Leader
Feedback
A web of conversation is created where many OL’s are interacting with many
customers- accelerating word of mouth
In the old model the content was same- in the new model the content is also
customized and even the customer adds their own content
Customer Information processing Model
Rossiter & Bellman (1999)
ALEA
Attention
Learning
Emotional Response
Acceptance
Hofackers Model (2001)
EACYR
Exposure
Attention
Comprehension
Yielding
Retention
Customer Buying Models
• AIDA- Attention Interest Desire and Action
• ATR- Awareness, Trial, reinforcement
Unaware
Aware InterestResearc
hConside
rPurchas
eInstall Support Upsell Loyalty
Learn Buy Use
Reviews bump up conversions
More Reviews can reduce doubt and increase sales
Shoppers Product Choice
Buy
Doubt
Google for Retailer reviews
Discovers harmful
passively –sourced reviews
Abandonment due to lack of
confidence
ARE YOU LOYAL TO A BRAND ONLINE?
Brand Recall
Loyalty Models
GoIBIBO Vs Make My Trip
Delighting customers
After Sales Service
Lock In
Added Value
(Vouchers, Rewards)
Loyalty Models
Lock in
Broadcast media: Sarnoff Network
A
A
A
A
A
The network score is simply the number of
nodes
Audience numbers=5
Telephone and email network: Metcalf Network
E-mail or SMS sent to
5 individuals /Node
(5)2
Network Score=25
Possible no of e-mails is the
node squared
Power of Community
• Understand consumers motivations for using social networks
• Express yourself as brand
• Create and maintain good conversation
• Empower participants
• Identify online brand advocates
Ladder of engagement
Products
Brands
Ads
Ideas
Discussions
Reviews
Ratings
Collaborative
co-creation
Ladder of Engagement• Flip kart - Ratings and Reviews
Ladder of Engagement