This ppts describes the application of traditional method of segmentation, targeting & positioning in the digital arena and tools that are used for STP
What do industrial markets need to know when it comes to branding? Shari Worthington of Telesian Technology presented this webinar on 2/22/11. Sponsored by MCAA (@MeasureControl)
Formulating Marketing Strategy in Advanced MarketingNikhil Gupta
The presentation gives a brief idea about the steps involved in Formulating Marketing Strategy. The presentation is an extract of how to formulate marketing strategy.
Experiential marketing uses positive, memorable experiences to create valuable emotional bonds between consumers and brands. Emotions profoundly impact the way people think and act; and, in experiential marketing, consumers who experience events that generate goodwill associate those positive feelings with the respective brand. This dynamic results in increased consumer brand awareness and brand loyalty.
What do industrial markets need to know when it comes to branding? Shari Worthington of Telesian Technology presented this webinar on 2/22/11. Sponsored by MCAA (@MeasureControl)
Formulating Marketing Strategy in Advanced MarketingNikhil Gupta
The presentation gives a brief idea about the steps involved in Formulating Marketing Strategy. The presentation is an extract of how to formulate marketing strategy.
Experiential marketing uses positive, memorable experiences to create valuable emotional bonds between consumers and brands. Emotions profoundly impact the way people think and act; and, in experiential marketing, consumers who experience events that generate goodwill associate those positive feelings with the respective brand. This dynamic results in increased consumer brand awareness and brand loyalty.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
The Digital Marketing Landscape overview was presented to an MBA class at the University of Nebraska–Lincoln. The goal of the presentation was to review the current digital landscape and provide a basic background on current industry terminology and best practices in efforts to spark conversation and dialogue.
The digital is changing the landscape of Communication. Learn the various features, benefits and options of the digital platform that can be best suited to make your brand go viral !
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Industrial Market is another name for B2B (Business to Business) Markets.
This presentation focuses on
1. Segmentation Variables for Business Markets
2. Effective Segmentation Criteria
3. Steps in Segmentation Process
The ppt talks about the best methods of communication on the digital channels and how the organisations make the best use of the communication strategy. Each channels works differently with different audience present on it and therefore it becomes important to communicate the organisational objectives in the way the consumers can relate to.
It includes the different tool/methods/means of promotion mix, namely, advertising, sales promotion, personal selling and publicity.
A highly illustrative presentation.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND LEVERAGING
Faculty Name: Vishal Desai
The Digital Marketing Landscape overview was presented to an MBA class at the University of Nebraska–Lincoln. The goal of the presentation was to review the current digital landscape and provide a basic background on current industry terminology and best practices in efforts to spark conversation and dialogue.
The digital is changing the landscape of Communication. Learn the various features, benefits and options of the digital platform that can be best suited to make your brand go viral !
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Industrial Market is another name for B2B (Business to Business) Markets.
This presentation focuses on
1. Segmentation Variables for Business Markets
2. Effective Segmentation Criteria
3. Steps in Segmentation Process
The ppt talks about the best methods of communication on the digital channels and how the organisations make the best use of the communication strategy. Each channels works differently with different audience present on it and therefore it becomes important to communicate the organisational objectives in the way the consumers can relate to.
It includes the different tool/methods/means of promotion mix, namely, advertising, sales promotion, personal selling and publicity.
A highly illustrative presentation.
Moving Beyond Social CRM with the Customer Brand ScoreCognizant
Travel and hospitality organizations can boost customer loyalty by better understanding customer behaviors and attitudes and leveraging social media to create an army of brand advocates.
Emerging trends in consumer behavior: Consumer behavior in online space. Use of Information technology and AI in consumer profiling and engagement, concept of materialistic vs spiritualistic consumption.
For every pound you spend, you have to make more than one pound in return. To do this you have to target customers who are most likely to respond, with a product or service they are likely to buy, through a media they are likely to buy from. In our guide, 6 steps to effective segmentation you’ll learn how segmentation can be used as a key tool to help you achieve your business goals.
Why personalization important for fintech enterprises? JK Baseer
How does personalization can help to achieve 1:1 people based marketing through personalised contents and offers thus achieving seamless experience for end users and return on investment for every users who is onboarding the website or product.
Ps: Presentation prepared for a banking company.
Customer Interactions influencing digital commerce and marketing strategyEswara Kumar Palakollu
Customer Interactions influences digital commerce and marketing strategy of brands to focus on right mix of marketing opportunities suitable for their brands. This deck covers most common customer interactions with the brands and opportunities available for commerce and marketing team to act on those leads.
An complete guide to help small industries in framing there digital marketing strategy using tools like Google SEO, Adwords, Social Media Promotion and Email/SMS marketing along with case study.
In e-commerce today, the concept of customer segmentation offers marketers a powerful means of dissecting their audiences and connecting with consumers on a more personal one-to-one level.
When you leverage data insights and personalization, you can make the customer feel like they are understood. This personalization also allows you to present them with tailor-made solutions to their pain points.
EngageMint 2022: Engaging the Distracted Consumer: PersonalizationWebEngage
Presented by Neha S, Assistant Manager at Times Pro & Hiren Karakasia, CSM at WebEngage, at at EngageMint, Asia's largest Retention Marketing Conference, Hiren talks about the benefits of message strategy, segmentation, and personalization in retention marketing effort.
In this session, you'll learn:
- Segmentation vs. Personalization - what to use and when
- How to leverage segmentation and personalization
- The effect multi-variate testing can create on your opens, clicks, and more
About the speaker:
Hiren Karakasia is a Senior Manager - Customer Success at WebEngage. In his previous stints, he has worked with brands like Haptik and AirCheck India Pvt. Ltd.
About EngageMint:
Hosted with love by WebEngage, EngageMint is a platform that brings together marketers and product managers from across Asia, passionate about one thing - giving their customers the ‘aha’ experiences they deserve. At EngageMint, we strongly believe that by equipping professionals with the right strategies, we can initiate a massive shift in the way businesses think about growth, product experiences, customer retention, and everything else in between.
All our sessions are hand-curated and deep-dive into each aspect of user engagement and retention. So all you have to do is take notes and implement these learnings as soon as you get back to work! More details: https://webengage.com/engagemint/
WebEngage is a new-age Retention Operating System, a single suite for marketers to store user data, provide actionable insights, and orchestrate omnichannel campaigns by leveraging user insights to provide a hyper-personalized end-user experience.
The platform helps brands drive more revenue from existing customers and anonymous users across 10+ communication channels. WebEngage goes above and beyond a marketing automation platform and powers the user engagement for thousands of enterprise brands worldwide, working across several industries like E-Commerce, Edtech, Fintech, Foodtech, Media & Publications, Gaming, BFSI, Healthcare, and Online Retail. The key clientele includes marquee brands like HUL, Bajaj Finserv, Unacademy, ALT Balaji, MakeMyTrip, Zivame, Firstcry, and many more.
----------------------------------------------
To know more about WebEngage, visit - https://webengage.com/
Book a demo with us:
https://webengage.com/campaign-lp/request-a-demo/?utm_source=youtube&utm_medium=social&utm_campaign=engagemint2022&utm_term=hirenkasaria
To know the latest insights on customer retention and marketing automation worldwide, follow us here:
Twitter: https://twitter.com/WebEngage
LinkedIn: https://www.linkedin.com/company/webengage
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Instagram: https://www.instagram.com/webengage/
Here is a quick overview of Twitter marketing and how it works. You will get a basic idea of the functionality of this digital platform and would get an idea of terms associated with it
The ppt takes you through the business side of Facebook and how company promote business on Facebook. The ppt covers :
1) Facebook Fan Engagement
2) Anatomy of An Ad Campaign
3) Adverts
4) Facebook Insights
5) Other Marketing Tools
Integrated Marketing Communication (IMC) for digital_platformsPriyanka Gautam
This ppt covers one of the most important part of marketing strategies i.e. communication. So, you get an answer to questions - how marketing communication can help achieve goals in the digital platform and what is the best combination of communication mix that can be deployed.
Digital Marketing Mix : Challenges & ImplicationsPriyanka Gautam
This presentation introduces the online marketing mix concept. It takes you through the challenges faced with the digital marketing mix and how 7P's of marketing are applied in the digital arena.
The ppt is shorter version of the ch-2 from the ultimate guide to digital marketing. You will get to know the 6 steps to achieve great results from content marketing
The ppt gives you an overview of digital marketing, its characteristics, its history, how it is different from traditional marketing and the strategies of digital marketing
This ppt talks about how the basic principles of marketing are changing in the digital arena and how customers are looked at from a different perspective. The way brands used to communicate with their customers is changing and is becoming more personal with time.
This presentation discusses the 7 types of channels that brands use to promote the business covered by Puneet Bhatia - Fundamentals of Digital Marketing
The ppt will help you go through the channels in the simplified manner.
Intent-Based Marketing (Search Marketing)
Brand-Based Marketing (Display Marketing)
Community Based Marketing (Social Media Marketing)
Partner Marketing
Direct Marketing
Content Marketing
Platform-Based marketing
This is the second part and it covers the following principles of marketing (by Philiip Kolter) :
Product Life Cycle
Pricing Strategies
Types of Distribution Channels
Promotion Mix
The ppt covers the basics marketing principles given by Philip Kotler:
The importance of marketing
Core Marketing Concepts
Company Orientations
Segmentation-Targeting-Positioning
7p’s Framework
What is digital marketing And why is it used?125albina
Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands to a target audience. It encompasses a wide range of activities, including search engine optimization (SEO), social media marketing, email marketing, content marketing, pay-per-click (PPC) advertising, and more. The primary goal of digital marketing is to connect with potential customers where they spend much of their time: online. My Website: https://dev-topdigitalmarketingagency.pantheonsite.io/
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
How to Use AI to Write a High-Quality Article that Ranks
Segmentation Targeting Positioning & Online Tools
1.
2. The key difference between
traditional and online
segmentation relates to the kind
of data that was available,
collected and the manner in
which segments were
developed.
Data at each customer
transaction level can be
analysed with sophisticated
technologies to yield refined and
actionable audience clusters.
3. Internet Penetration
Internet Usage Rate/Trends
Purchasing Patterns
Preferences of consumers
Response to change in technology
Specific products
for specific
Geographical
Location
4. Age, gender, family size, family life cycle, income, occupation,
religion, ethnicity, race, and nationality.
Most common criteria for dividing the market into groups of
customers :
◦ Most of the demands and needs show a significant change in the effect
of demographic change
◦ These variables are much easier to measure than other variables
◦ Demographic data of online consumers is easily available from their
online profiles.
5. Usage time
Usage situation
Usage
Loyalty
Factors
Occasion
Expected benefits
User characteristics
6. Division of groups based on :
Lifestyle
Personality
Interests
Expected benefits
Consumer personality traits
As a result of which the following arises:
Needs, desires, shopping behaviour, choice of media usage,
activities and interests, and eventually buying patterns
7. Facebook as a tool for segmentation
◦ both pages & advertising offer rich interactivity through targeted and
personalised content
◦ Collects wide range of data such as consumer demographics, page likes,
user activity, users reach and influence
◦ Ready-to-use dashboards which provide information with regard to
user demography, interests and psychographic analysis
◦ Campaigns can be personalised and users can be appropriately targeted
◦ Companies can find what pages are most popular with their facebook
fans
8. Basic communicators : consumers that use the internet
mainly to communicate via e-mail
Lurking shoppers : consumers that employ the internet
to navigate and to shop heavily
Social thrivers : Consumers that exploit the internet
interactive features to interact socially, by means of
chatting, blogging, video streaming, and downloading
9. Data Origin
DataType
Internal Data External Data
Offline
Data
Online
Data
Data from brand
owned media :
Website, blogs, Social
channels, mobile
apps, etc.
Traditional Data on
customer
segments : CRM
subscription, retail,
surveys, focus
groups etc.
Data from earned and paid
media : Search keywords, social
listening, customer journey, e-
commerce site visits,
Nielsen/Experian profiting and
others
External Data : Market analysts,
trade publications,
competitors, third party data
etc.
10. Data segmentation matrix provides an easy-to-classify framework for all
data which can be collated across online and offline presences to integrate
it and develop clarified meaningful, and actionable segments which
customers can further target
E.g. : Nielsen devises customised segmentation techniques for different
clients based on their needs, firms can make use of such predefined micro
segments to discover which segments are best suited and most probable
to respond to marketing efforts targeted to them. Some of its
segmentation types are below :
◦ $YCLE – identifies households by financial behaviour and wealth
◦ ConneXions – segments based on consumer technology usage and behaviours
https://www.nielsen.com/ssa/en/solutions/segmentation/
11. What does the web offer consumers and what do consumers seek from
the web?
Convenience in shopping
Ease with the information
Security of information
Service
Vendor reliability
Financial security
Competitive pricing
Segmenting consumers into homogenous groups to identify ways to target
them on the basis of their expectations from the online experience
12. Traditional method : Once the customer segments were created,
marketers had limited options to choose from the segment mix and even
media planning for traditional channels only allowed targeting to such
broad-based classifications.
Online Targeting (Targeting 2.0) : The concept of user personas which
involves defining audience clusters and making use of more authoritative
and quantitative data available across multiple online elements.
13. The likelihood of the
consumer response forms
the basis for the marketer’s
targeting efforts
14. Rules based targeting – “If visitor performs the following actions, then offer
x,y,or z” or “If visitor belongs to segment A, then offer product x”
Implies – that not only do consumers receive promotional information at the
time of a purchase, based on their purchase behaviour but also the marketers
and advertisers can push the promotions to the consumers
Data derived from consumers usage history from different devices, ads are
served accordingly
Applies business rules, constraints, pre-existing segmentation and
analytical techniques
Larger groups or community
Have associated costs – system costs, data costs, analytical costs and
experience costs
15. Tools for behavioural targeting : BTBuckets, Personyz, audience science for
small business advertisers
Tool features:
◦ Profile visitors to a company website in real time in order to provide them with
customised offerings
◦ Can work in synchronisation with Google analytics
◦ Primary information of value include data pertaining to cookies, consumer IP
addresses, links clicked by the consumer, keywords used for search, products
clicked on etc,
◦ Assess consumer intent on the website and time spent and the site to judge
consumer interests.
16. Buyer Personas’
◦ Involves building archetypes of the members of a target audience to create
reliable and realistic representations of them
◦ The clusters/segment share a common set of needs and display similar buying
characteristics
Persona Development exercise
◦ Target Segment identification
To begin with persona development, firms must have identified multiple
segments/clusters for which they would want to develop detailed personas
◦ Understanding values, behaviours, and interests
Needs, demographics, pain points, buying behaviours, interests, buying motivation,
driving factors in purchase decision making
◦ Research site analytics, search keywords, social media listening
Insights from multiple consumer touch points and channels to understand interactions
and preferences – keywords searched, sites referred, content consumed, etc.
17. ◦ Qualitative data-audience interview/focus groups/affinity mapping
Specific segment interviews, focus groups, use case scenario, affinity mapping
(taking representatives from different teams and brainstorming on persona-
building exercise)
Further steps :
◦ Naming the persona: so that it feels like a real person
◦ Developing the persona :
demographic details,
persona’s goal and challenges such as pain points motivation, values, fears etc
Type of product experiences they desires/influences
A day in the life of the persona: key activities they perform online
Types of sites visited, social media usage, content preferences, etc.
◦ Refining the persona : once the profile has been created, it is repeatedly put to test
to check what holds true and what not
https://blog.hubspot.com/marketing/buyer-persona-research
https://blog.hubspot.com/marketing/buyer-persona-questions
https://blog.alexa.com/10-buyer-persona-examples-help-create/
18. Once the firm has developed representative personas related to each
segment, the firm would analyse the following factors :
◦ Segment size and growth
◦ Company’s strategic direction
◦ Product mix and product life cycle stage
◦ Competitor’s market strategy
◦ Emerging marketplace and consumer trends
19. Possibility of understanding audiences at individual level for each of the
chosen clusters
Segregating them across the marketing funnel, marketers have the power
to position differential, customised messages in real time across each of
the funnel stages depending upon the customer type and conversion
metrics being targeted for that channel.
20. Differentiating a brand to stand out before a target audience by
demonstrating it as more significant than the competing brands.
Effective brand positioning in the virtual world:
◦ Differentiation :
Establish a point of differentiation
Identification of unique attributes
◦ Content:
Create thought provoking content on the website
Effective keyword management
◦ Sharing:
Identification of online domains where prospective consumer population is present
and share content/ads there
Positioning the identified personas : Intent, awareness, interest, action,
and follow
21. Intent Awareness Interest Action Follow
Custome
r Journey
customer has
heard of a brand a
lot and has visited
the website first
time
Customer has
interacted
with the
brand and
looked
through key
pages
Active
interest in the
brand and has
a definite
need
Has
conducted all
the necessary
research and
comparisons
with
competitors
and is sure of
buying
Has become a
strong
supporter of
the brand or
falls out to
competitor
Persona
creation
“Curious
customer” with no
specific intent to
buy
“Passive
Prospect”
showing
intent to
touch-base
with brand
“Active Lead”
new/returnin
g consumers
that are close
to conversion
stage
“Last Mile
Purchaser”
whose main
objective is
the ease with
which he can
transact
“Brand
Loyalist”
Positioni
ng
Ensuring the
landing page
provides a good
experience
(Impactful)
Make sure
that design
layout, blogs,
etc positively
showcase the
core
attributes
Informative
message &
focus on
creating a
brand value
Optimise the
average order
size by
reinstating
post-purchase
benefits
Make
stronger post-
purchase
connections &
develop them
as brand
referees
22. Indian Segment Segment Details Targeting strategies (online)
First-time users - High aspiration
- Significant input from
influencers
- Leading companies use
influencers to effectively
engage & reduce purchase
related risk
- Aspirations to rise in society
& become socially active
- Becoming part of online
social group
- Online opinion leaders seed
relevant online forums with
positive WOM
- Influence consumers to
generate pull factors for
products
Bottom of pyramid (BoP)
users
- Increasing media penetration
and brand exposure
- Local influencers determine
the purchasing habits of BoP
segment in small cities
- Successful models built
around : low-cost delivery,
high degree product
customisation & scalability
- Internet to help this
segment:
Compare Price, Product
information, economical
product options, latest
schemes, coupons etc.
- E-mail and mobile marketing
campaigns
https://www.strategy-business.com/article/The-New-Fortune-at-
the-Bottom-of-the-Pyramid?gko=c5f11 (For your understanding)
23. Time-Starved consumers _ hectic urban lifestyles
- growing incomes leading to
growth of this segment
- Are fast to adopt online
options
- Are less sensitive to price
comparisons
- value online experience and
simplicity
Value-conscious users - Constantly seeking value
deals
- Impacted by economic
factors such as inflation, ltd.
Disposal income
- Benefit positioning strategy
to improve & create value
- Hosting meaningful online
discussions building customer
relationships & brand value
Urban consumers - Large number of
heterogeneous sub groups
that remain largely
underserved
- increased brand
consciousness
- Are very brand conscious
- Specific internet marketing
strategies to target
Emerging effluents - Segment seeking better
advice (because of high
incomes and urbanisation)
- Receive tailored solution
setting them apart
- Strategies : interactivity,
personalisation, and
customisation
- leveraging technology to
enhance consumer reach and
convenience