“Mama, mama — I want that Cadbury Fruit and Nut chocolate. I will also get Spiderman stickers free for this. Please, please”, the kid persuaded his mom. The mom looked at the ad on Nick channel and rolled up her eyes and nodded in disagreement. “ Not again!” she muttered to herself.
Have you ever wondered, how does a 5 yr old know that Cadbury Fruit and Nut chocolate exists even without going to the store? How does he have that desire to taste something he has not eaten before? Why is the kid attracted to the free goodies?
Well, this is the power of marketing! It is all about connecting with the right people at the right time. Cadbury, being a popular confectionery company, knows that putting an ad on the kids’ TV channel about their products will more likely increase their sales as they very well know the target audience’s needs. Oh, don’t mistake that we will buy only one chocolate for the kid, we would get additional chocolate for ourselves and eat it secretly too 😉
Digital marketing is about the marketing of the products or services using various forms of digital tools like emails, social media, apps, web, mobiles, etc. With the increasing number of digital consumers across the world, the scope for digital marketing has increased exponentially in the past few years.
KNOW YOUR CUSTOMERS WELL
“People don’t buy what you do, they buy why you do it.” –Simon Sinek
Marketing starts even before the product is created. The need for the product is identified, built, and delivered to make the customer’s life better. Just knowing the customer is not enough, you need to know them better than anyone else to resonate with their needs by your products. A classic example would be -When Elon Musk planned for Tesla, he focused on providing an affordable fully electric car without being dependent on oil for fuel. He spearheaded this plan by first building an expensive sports car to show what’s possible with EVs (the Roadster). With the money from that car, he built a more affordable family car (Model S and Model X). With the money from those cars, he built an even more affordable car- Model 3. Owning a Tesla is dream come true for anybody now.
“You can’t sell anything if you can’t tell anything.” Beth Comstock
Who does not remember the zoozoo ads that were played in the breaks in IPL 2009? It was a masterstroke strategy by the Vodafone group. With this campaign, they announced the world that they are here to stay. Each ‘Zoozoo’ ad conveyed the different value-added services(VAS) offered by Vodafone. This campaign took the internet by storm. It was a super hit in all social networking sites like Orkut, Facebook, Twitter, and YouTube.
Do you know what were the results of ‘zoozoo’ ad campaign?
- Vodafone India added 7.68 million more subscribers
- Its customer base increased by 3.8%
- It reported an increase of 23% in revenue at constant exchange rates.
Source for above metrics here
This is typically what effective communication means! Keep your messages short, simple, and use visually attractive ads to convey your product/services. The communication should be suited for all channels- be it a telly ad, a pamphlet, a youtube video, Facebook groups, etc.
ERAs OF DIGITAL MARKETING
There was a time when marketing used to happen through sales call(over telephones), place an ad on the local newspaper, pamphlets, televisions, radios, banners and hoardings, etc which come under the umbrella of traditional marketing.
Do you all remember the ad -’Utterly Butterly delicious- Amul’ and the cute little girl cartoon in polka-dotted dress smiling? Amul was and is a household name for their various products — butter, cheese, milk, ice cream, and various other dairy products. Their tag lines in the ads, emotional connection with the audience, pricing, variety of dairy products clearly resonate with the consumer needs. Amul has been awarded ‘MARKETER OF THE YEAR’ 2018 BY IAAI.
Even though traditional marketing was successful, it was expensive and time-consuming. The marketers had to be physically present at the location and were more of one-way communication. With digital marketing taking over, the campaigns and strategies are quicker, easier, more creative, and reach is wider. They enable instant communication, the faster turnaround time for results and strategy refinement, and best of all, it is less expensive. All in all, digital marketing is taking over traditional marketing because of its huge number of advantages but still works on the basics of traditional marketing.
CATT Marketing funnel
One plus phones created a rage when they entered the cell phone market. The very tagline ”Never Settle” was aimed at creating affordable cell phones to tech-savvy consumers without compromising the quality. Before they released the one plus phones, a lot was written across various phone review platforms about the phone. There were teaser videos release about the features of one plus phone. Their content was strong and created curiosity among the consumers
To gain attention, they started TV ads, celebrity endorsements, invite-only sessions for new phone releases, unboxing ceremonies, tie-up with e-commerce platforms like amazon which reached out to the larger audience. This garnered a lot of attention across the world in the mobile market and consumers were looking forward to the one plus phone.
One plus has been constantly releasing new versions of the phone every year- One plus 2, plus 3, One plus 3T, One plus 5, One plus 5T, One plus 7, One plus 7T and now One plus 8 and One plus Nord. One plus has built trust from its consumers with the release of new phones every year. They stuck to their tagline “Never Settle” and continued maintaining the quality with the latest features with competitive pricing. OnePlus leads the premium smartphone segment with a 42% market at the end of Q2 -2019. Refer stats here.
With the unique strategy of one plus to enter the market, converting to sales was a cakewalk. One plus became the top seller in India’s Premium Smartphone Market For the Full Year which sold(transacted) about 2 million units in the last year. Refer stats here.
One plus identified its niche — an affordable phone for the tech geeks and brilliantly designed this marketing strategy to conquer the world. Being an ardent one plus loyalist myself, I can swear by the quality of one plus phones. One plus 7 being the latest in my kitty.
INTEGRATED DIGITAL MARKETING
There are various methods of doing digital marketing — web development and design, search engine optimization, content marketing, social media marketing, paid advertising (or pay-per-click advertising) campaigns. A combination of using 2 or more methods to get the best result for your campaigns is called Integrated marketing.
If people like you they will listen to you, but if they trust you, they’ll do business with you. — ZIG ZIGLAR
The TATA group is synonymous with trust, quality, and revolution. It is one of the biggest and oldest industrial groups in the country, founded 153 years ago in 1868. Significant Tata companies and subsidiaries include Tata Chemicals, Tata Communications, Tata Consultancy Services, Tata Consumer Products, Tata Elxsi, Tata Motors, Tata Power, Tata Steel, Voltas, Tata Cliq, Titan, Trent (Westside), Indian Hotels Company Limited, TajAir, TATA AutoComp Systems Ltd, Vistara, Cromā, and Indicash.
Sixty-six percent of the equity share capital of Tata Sons is held by philanthropic trusts, which support education, health, livelihood generation, and art and culture. In 2018–19, the revenue of Tata companies, taken together, was $113.0 billion (INR 792,710 crore). These companies collectively employ over 720,000 people.
TATA group has always stood by its principle of — Integrity, Responsibility, Excellence, Pioneering, and Unity and created their branding.
Digital marketing is an ocean and the above concepts will help you understand the basics of marketing. Hope you enjoyed reading this article. Do let me know your thoughts and if you want me to write about any particular topics.
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