DIGITAL STRATEGY DEVELOPMENT - FEW PLANNING QUESTIONS ?

These overview questions review strategies to maximize efficiency and effectiveness of the channel. Key questions to consider are: 

 

 Q1. Do we have a clear strategy to support growth of our online channels ? 

 Q2. How do we align our online marketing activities to support our business goals ? 

 Q3. Which audiences are we targeting and how do we attract them to do business with us online ? 

 Q4. Which insights do we have about our customer characteristics (profiles) ? 

 Q5. Have we analyzed our marketplace to understand the types of online sites that affect sales ? 

 Q6. How is our value proposition and brand offer supported by online channels ? 

 Q7. How do we integrate channels to support customer journeys ? 

 Q8. How do we achieve sales growth through customer lifecycle strategies, i.e. reach strategy, interaction and conversion strategy and ongoing engagement strategy ? 

GOOD-LUCK (TEAM EXPERTEK US)

Few Practicing Tips For Making The MOST Of DIGITAL To BUILD BRANDS

 Getting To The Top;

1. Have a holistic mindset – digital works both in the short & the long term, Digital channels pay back more than their deserving share of brand motivation vs. budget spend, returning between 20-30 % on investment equity.

2. Align & integrated with other media – high reach, concurrent lighting, and creative consistency are keys, Digital works in synergy with other media to the tune of 35% of brand impact.

3. Manage frequencies – avoid over exposure, Containing frequency will minimize wasted investment and avoid driving a negative brand response.

4. Design creative with context in mind, Optimizing assets to work their optimum makes your advertising money work to its full capacity.

5. Test and learn with new and emerging formats, Employing newer and more engaging formats deliver robust results.

Good-Luck (TEAM EXPERTEK US)

Challenges For E-Retail Marketing Strategy

 For the retailer, the impact of an rising number of consumers and businesses accepting the online and other forms of digital media marketing as a solid channel to market is an increase in customer expectations, which develops competitive pressures and challenges? This has been emerged by new market players that have established their market position by, say, offering very diversified and deep product choices, dynamic demand-driven pricing or incessant real-time purchase and delivery. The result is that retailers are required to adapt a more dynamic and flexible attitude to dealing with these evolved expectations.

For the e-retailers it is fundamental to identify any performance gaps and design strategies which help to bridge them. For example, in the case of shipment, it has been discovered that utilizing carriers (road transportation, air freight) that have top levels of positive consumer awareness with appropriate online strategies (i.e. offering a choice of shippers) can contribute to the consumer’s willingness to purchase and overall satisfaction with the online buying experience. Therefore, development of strong awareness and brand image among shoppers can prove to be a paid off strategy for both the e-retailers and the shippers.

Moving forwarding consideration is that the online retailers and the chosen shippers need to collectively satisfy the online consumers so that they may get leverage from co-branding. How the online consumers accesses retailers’ products has given rise to various operational formats and distribution channels but keep in mind that this is only one segment of the retailer’s e-strategy. The importance of creating online value in order to develop profitable and long-term approach and agree that shipment and fulfilment is a vital element of online value creation but this is based on two other important segments: firm structure, along with marketing and sales.

Good-Luck
Team Expertek US

SOCIAL CHANNELS - Mobile-First Actionable Drives More Results !

 Social platforms deliver the cost-effective, targetable impact for a mobile world. Success is due to tight, mobile-first targeting at scale, which ensures content is highly relevant. Social works well in synergy with TV, and cost effectively extends video reach beyond TV.

It also brings the heart of a brand or its creative idea to people in a familiar and engaging environment, and can be a strong learning platform when working with synergy as part of a campaign.

Key for marketers will be continuing to work hard for brand safety controls and seek ways to measure the brand building effects of social channels as part of the cross marketing mix.

Good-Luck (Team Expertek US) 

How Market Characteristics Distinguish B2B From B2C?

Purpose 
To introduce the differences between B2B and B2C e-commerce that must be taken into consideration when devising strategy and tactics. 

Activity 
Consider how you think the characteristics summarized in the first place, showing below what variables will differentiate B2C and B2B marketing future approach. 

(Empty Columns Are Left To Be Filled By You?) At Your Own Time :)

      Characteristic:                                                            -  B2C                             -  B2B 

•  Proportion of adopters with access ? 
•  Complexity of buying decisions ?
•  What Channels you think ? 
•  Purchasing characteristics ?
•  Product characteristic ?
•  Use of content to support customers ?
•  Use of community to support customers ?

Towards the end we think that a business can leverage the potential of the online to enhance the effectiveness of its competitive strategy as well as the efficiency of its operations and it is therefore important for marketing managers to be fully aware of where sources of competitive advantage can be found.

good-luck guys
(Team Expertek US)
www.expertek.net

DIGITAL BRAND LIFT - ONLINE VIDEO POWERFUL IN A VARIETY OF WAYS

Delivering incremental reach beyond TV, online video is very cost effective but must not invade. It’s highly effective building frequency amongst TV viewers helping to deliver where TV struggles and builds brand associations much more cost-effectively, benefiting greatly from TV synergy.

Tighter targeting and ‘lean forward’ viewing environments can result in high engagement, yet receptivity is very low. Skippable formats providing control are more popular. We are seeing strong brand lift impacts from our database, especially in-stream/pre-roll placements.

Innovation also continues apace in video. Beyond ‘standard’ video ads, there will be greater use of innovative formats such as full screen vertical video, stories and 360-video. Companion Banner 300*60 can also help build brand effects for video.

Good-Luck (Team Expertek US)

EVOLVING FOR EFFECTIVENESS ? Video & Social Ads Are Delivering Result With Cost Efficiency With Brand Effect Over Time

 Social and video are growing from strength to strength over time, but banner display ads must work harder as other formats become more established. Our analysis highlights the brand effects of social and video are improving over time...for example, brand association impact for online video has improved significantly during last couple of years. However still highly cost efficient, display advertising share of brand effect has seen gradual drop but not completely out of picture. 

Social and video formats have truly come of age in terms of adoption and reach, and the evolution of these formats means improved ad units, with better integration, new features and user experience have likely contributed. 

Good-Luck 
Team Expertek US

Lead Generation & Conversion Optimization For B2B Marketing

Many business-to-business websites do not involve e-commerce transactions, Instead the model used is permission-based and within B2B marketing is often known as an inbound marketing or content marketing approach. The marketing model used to acquire customers is:

● Stage 1. 
Inbound marketing focusing on search, online PR and display advertising used to attract website visits.

● Stage 2. 
Engagement devices such as video, white papers or other forms of market education material is used to encourage the visitor to interact with site and share information via social media.

● Stage 3. 
Offering access to permission-based content valuable to the visitor is used to generate leads via encouraging the visitor to register on the site, supplying an email address and profile information or sharing the content via social networks.

● Stage 4. 
Leads are followed up through personalized email sequences or where appropriate outbound phone calls where leads are qualified as valuable.

good-luck

(Team Expertek US)

Potential Touchpoints In The Shopper’s Multichannel Journey

 The way people shop is changing as a result of the interventions of digital technologies and social media. The basic consumer decision-making model has become more complex and as a result the shopper’s path to purchase can mean that they not only encounter all of the traditional (pre-Internet) purchasing cues but also a range of new digitally enhanced cues. The potential touchpoints a shopper might encounter prior to purchase might encounter cues which can inform their purchase decisions.

To begin with, digital technology has impacted on consumer decision making by providing a vast store of information which shoppers’ access to inform their purchase choices. So a path-to-purchase typically begins with an entry in a search engine or a visit to a retailer’s website. Digital search tools play a vital role as consumers say they help to save time. But digital marketers should not assume that consumers no longer interact with the physical world as they are still likely to watch television and in doing so encounter more traditional advertising.

Good-Luck
(Team Expertek US)