Hi again folks. As you may know by now digital marketing has created what is called the “new economy”. Before the 90’s companies mainly focused on “standardizing their production, product and business processes”[1], with the objective of creating brand recognition and taking advantage of economies of scale. With this digital boom the marketing strategy moved around “information”. Internet and many other digital devices enabled consumers and businesses to access and share an incredible amount of information just in few seconds. Information allowed the incredible opportunity for businesses to build up their customers’ profile and most importantly it made possible the creation of personal and individualistic goods and services tailored for a specific consumer. The best example of empowering customers is Dell Computer. In their company’s website they allowed clients to customize the computer depending to their needs and wants. This new marketing strategy was a complete break through that revolutionized the way of approaching to households. Giving the client the option of “customerisation” meant a new peak for customer service.
Moreover, information and “customerisation” are not all the key aspect you have to take into account in order to increase your market share and brand awareness. As any other target marketing strategy your costumer segmentation, targeting and positioning must be align with your overview plan. Online value proposition (OVP) would be the next step to follow. OVP is basically the online experience that the customer has when he/she visits your digital channel. OVP should stress all the benefits and the value proposition of your goods and products. Depending on your business plan there are many internet applications that can boost up your digital channel. These are the following ones[2]:
First, is the advertising medium: It is any digital vehicle or channel that will use large-format display or interactive ads in social and high media sites. This technique is normally used to create brand awareness.
Second, direct-response medium: Are sponsored links in search engines like “Google” or “Yahoo”. Base on a key word or a combination of words the search engine will display the link.
Third, platform for sales transaction: Very important if you are selling goods and services in the digital media. Paypal and other platforms allowed secure payments.
Fourth, lead-generation method: Being in the digital media means connectivity. It is imperative to find new market and increase your market share. Generating businesses with complementary companies is a win-win situation. For example, BP sends information to business cars management about selecting the best fuel.
Fifth, distribution channel: There are platforms that specialize in distributing digital products. For example a publisher or a song writer would be interested in using napster or itunes to commercialize their respective products.
Sixth, customer service mechanism: Within the digital channel of the company it is advisable to create a section of frequently ask questions and customer help for information.
And finally seventh, relationship-building medium: It is when the company interacts directly with the customer for a better understanding of their needs and wants. Many companies such as Dell use their own blog site and twitter and facebook to build up the relationship with the customer.
So in a nutshell, in order to gain market share and brand awareness is very advisable to do the following. Use the information gained from your customers wisely to create their consumers profile. This will allowed you to increase your customer satisfaction and understanding of their real needs and wants and desires. Then apply the normal marketing strategies to your digital channel. As well pay attention to your online value proposition that can be power up with the seven online tools provided. Best of the luck!
Your post is really good. I liked the fact that you proved your point mentioning examples. What i would say is that you probably need more graphics to make it more appealing to the audience, because when blogging audience actually skims the information therefore is very useful if you can highlight the main points of your arguments.
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