The digital world is dynamic beyond measure. The challenge for digital marketers is the pressure of always bringing something new to the table; something that is attention-grabbing. Marketing strategies are revised and upgraded at short intervals, sometimes even before there is enough evidence to assess whether a particular plan is working or failing.
Perhaps it is time to slow down the rapid stream of experimentation and revisit the fundamentals of online selling. The original principles of marketing via virtual channels of communication are based on a keen understanding of human psychology. And the fact of the matter is, regardless of the dynamism of the digital world, human psychology operates as is.
In fact, looking back at the basic principles of basic digital strategy is the need of the hour. It will remind marketers of what made virtual selling a potent reality. Here are some classic digital marketing techniques that still hold much relevance and potential:
1. Be current: Whenever marketing a product or service, pay attention to current social and linguistic trends. People relate best to things that are familiar and “in vogue”. From the language of advertisements to the conceptualisation of campaign slogans, invoking current trends is a sure-shot means of making an impact.
2. Connect with people: People do not buy products or services, but ideas. They believe in the idea of a product before the experience of it. And to have a someone invest in the idea of your product, it has to be marketed well. A good digital marketing campaign will seek to connect with people as opposed to bombarding them with information.
3. Don’t sell problems, sell solutions: Marketing campaigns that are designed around negative experiences are not the best idea. People respond to solutions that will make their life better, but having the problems of their life reiterated – no, that’s not pleasant at all. The bottom line is, design marketing campaigns to reflect a positive vision of improvisation.
4. Find out who your audience is: With a plethora of web data analytics tools at your disposal, it is not a tough task to determine who your audience is. Carefully study who is responding to your marketing efforts and why. Once you have an understanding of your consumer base and their web usage patterns, you can market your wares accordingly and optimise product exposure for the target audience.
5. Create customer loyalty: It is as important to retain existing and old customers, as it is to gain new ones. Ensure that you continue to cater to your old audience even as you try to woo a new one. Loyalty programs are a great way to do that. They create a system of constant contact and appeasement of loyal customers which then gives them a reason to keep coming back.
6. Devise an intelligent referral program: If intelligently designed, referral programs can be very instrumental in attracting new customers. Existing customers are in the best position to get businesses in touch with other like-minded people who might be interested in their product or service. However, you need to determine a good way in which to encourage customers to refer others proactively.
7. Work with big platforms and gain from their traffic: Extend your marketing efforts to collaboration and partnership with big platforms such as Amazon. Though this requires higher investment compared to an alternate marketing strategy, the returns are higher too. By partnering with platforms that have a very wide consumer base, you are able to benefit from their vast amount of user traffic.
It is important to note that the above principles can be leveraged by all modes of digital marketing including email marketing, social media marketing, influencer marketing, search engine optimisation, pay-per-click, and so on and so forth. Leverage these principles when creating campaigns for online selling, and you are sure to drive better results.
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