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How Digital Marketing can generate new customers

At a time when audiences are bombarded with information from multiple channels 24/7, marketing can seem like a daunting task.

Have you ever wondered why so many of the best-selling products deliver little to no real value to consumers? And yet we still think we need them. That is the power of marketing.

Think of food items and drinks that have little to no nutritional value, or all the stuff that we don’t actually need but we buy anyway.
When Sony launched the first Walkman in 1979, no one even knew that they needed a portable music player. A few years later, they had sold millions of them.

How Marketing Works


At a time when audiences are bombarded with information from multiple channels 24/7, marketing can seem like a daunting task.

Marketers undertake a variety of roles: roles like advertising, social media management, branding, and customer engagement. All these activities are part of marketing. Marketers take time to understand their business and the market they are operating in. They create a marketing plan, implement it, and then measure the results of that plan.

Marketing is more of an art than a science because you are often working on creating product demand. This means getting people to realize that they need something. Marketing is customer centric because customers don’t care about your brand; they care about their own needs, wants, and desires. Speak your customer’s language. Understand what your customer wants and needs, as well as what pains or problems they want to avoid. Craft an effective message that will get through to the customers.

Marketing creates value. And that value is not always ‘real.’ People pay a lot more for products than they actually cost, because of the product’s intangible value. When you create value on the basis of intangible assets, you are providing a rewarding experience that people are happy to pay more for.

That is why people pay top dollar for a specific brand, like Nike, when the competitor’s products can do all the same things at a lower price. They pay more because of the higher perceived value.

Effective Marketing

Once you have a product, marketing is what you need to do to get it in front of potential customers.
Unlike Sales and Advertising which people find simpler to grasp, Marketing is a slightly more complicated concept that is often misunderstood.
It is more than just coming up with a cool logo.

Marketing goes beyond selling (or advertising) to include the whole process of identifying customer needs, anticipating, and satisfying them.
Everything from designing a product, producing it, making sure that people know about it, creating demand, and selling can be considered part of marketing.

This means that the marketing department has to work together with every other department in the company.
Market effectively by finding a way to make your product stand out from the competition and customers will make decisions.

How Marketing Influences Customers to Buy

At its simplest, marketing is getting people interested in your products.

Targeted Messages

Some larger brands might have the resources to be everywhere and target to everybody; but for most businesses, it makes better sense to focus your marketing on a distinct target market.
When you understand who make up your target market and how to motivate them, you are nearly there.

Marketers often apply the 80/20 rule by identifying the 20% of their marketing metrics that is delivering the most results and focusing on it. Targeting the right niche market with the right offers is 80% of what it takes to achieve success. Creativity and copy only accounts for 20%. Sadly, some marketers mess up on the most important part which is strategy.

The mechanics of copy, fonts, images, and design don’t mean much if you are targeting the wrong group in the first place. From a purely economic point of view, people buy things to satisfy a need. But marketers know that consumers don’t just buy things because of need.

The key to effectively reaching your target market is to understand them as much as possible and use that knowledge to craft relevant messages.

Connecting on an Emotional Level

People will forget what you said, people will forget what you did, but people will never forget how you made them feel.’

These words could not be more apt, even though Maya Angelou was not thinking of marketing when she came up with these famous words.
One of the most common rookie mistakes is to assume that consumers make purchasing decisions based on logic. Nothing could be further from the truth.

When people see your product on a supermarket aisle, they do not necessarily remember your advertisement, but they do remember the emotion that it evoked – confidence, happiness, excitement, optimism, power, success.

The emotional appeal is what makes people make their decisions. Most buying decisions are made based on emotions, not logic. Yes, consumers need facts to justify their decisions after the fact. But by then, the decision is already made.

This is why you don’t market based on product features alone. But how do you find the right buttons to push?

Understanding your Consumers

Understanding people’s emotions is the first part of coming up with a marketing campaign. This is why telling potential customers about the features and benefits of your product may not always work so well.

Companies use market research to understand their customers better and use that knowledge to improve their marketing efforts. You want to understand:
• What customers think and how they feel about your solution vis a vis the alternatives
• What stimulates them to make a particular choice
• How they actually search for what they want
• The influence of environmental factors on consumer behavior

Customer Experience

Modern marketing goes way beyond merely making the sale to thinking through the whole customer experience, up to and beyond purchase.

How do they identify a need? How do they go about trying to meet that need? How do they evaluate their choices? How do they arrive at what they want?

Any interaction with your brand can potentially form part of customer experience, from a visit to your website, to a conversation with your customer support, to their experience after making the purchase.

Competition

Marketers are not afraid of competition. In fact, they take the presence of competition as proof that the product does in fact have a real demand.
And they work to differentiate themselves from the competition.

You don’t always have to necessarily be better than the competition. You can simply be different to stand out in a busy market.

When your message is identical to the competition, customers end up falling back on prices to guide them in making a purchasing decision.
The beauty of product differentiation is that different groups of people want different things.
The solution is to compete on something else other than price. Find a way to be different.

To be worth it, marketing has to be cost effective. This means that the cost of acquiring the customer has to be lower than the value of the customer.

Brand

This differentiation is called branding. Jeff Bezos famously said that, “branding is what people say about you when you are not in the room.” The home of a brand is not in the company, but in the hearts of your consumers and followers.

And brand identifies your product as separate from all others. Often the brand is represented by visible markers like colors, symbols, names, or designs. This denotes the qualities that the brand represents.

A brand is considered an intangible asset that generates revenue. Besides just the product name, logo, and mission, your brand will have its own personality.

Avoid copying your competitors. It might be tempting to copy something that is already working, but you want to give it your own twist. Once you have your brand identify all figured out, maintain consistency both online and offline.

The idea is not merely to maximize sales, but to maximize profitable sales. So whether you go for Influencer Marketing, Guerrilla Marketing, Search Engine Marketing, Direct Marketing, Viral Marketing, Relationship Marketing, or Social, it has to make economic sense.

If it costs more to acquire the customer, then the marketing effort is not worth it.

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