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

• Google

• 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