We have come far away from the age of Ayurveda and backyard medicine. There was a time when medicines and organic products were hard to find. But all our ailments have been taken care of by popping a pill or two. In this article, we are trying to focus on the marketing strategy of Patanjali Ayurved used to compete with multinational brands like Colgate, P&G, and Unilever.
Patanjali emerged and has changed the concept of Ayurveda in a way like never before! All we have is the proven science and the goodness of Ayurveda that is now available with a single click.
In this article, we’re going to address the marketing strategy of Patanjali Ayurveda and how it has maintained its brand name.
How it all started?
Over the years, Patanjali has been evolving. It’s connecting modern India with the essence of Ayurveda. Patanjali Ayurveda is a 10 years old FMCG company.
At present, it is the fastest-growing company that has won hearts and minds with its ayurvedic products and medicines. Because of the excellent marketing strategy of Patanjali and brand positioning, it is one of the top-ranked companies by CLSA & HSBC.
Patanjali was established by the yoga guru Baba Ramdev and Acharya Balkrishna in 2006. Its production units are positioned in Haridwar and Nepal with the label of Nepal Gramudyog.
In 2019, the company acquired wealth worth $ 1.2 billion. Besides the manufacturing, we need to look at the business side of Patanjali. It also supplies us with health care and food products. It supplies more than 2,500 goods and 300 Ayurved medicines that treat body sicknesses.
Let’s know in detail the marketing strategy of Patanjali behind its success.
They follow the principle of “Be your brand ambassador”. So, Baba Ramdev utilizes his experience and knowledge in making relationships with their consumers.
He has made the consumers realize that Patanjali is the best. After gaining their trust he converted them into genuine buyers and succeeded in promoting their products. With this marketing strategy, users are aware of their products.
Baba Ramdev has made people believe that Patanjali products are good for their health and its 100% natural. Also, he proved that he’s a great promoter of his products.
Apart from Patanjali products, Patanjali Yoga shows are also famous worldwide. Baba Ramdev hosts the yoga camps. That’s the best way to promote the brand name and create brand awareness.
On the occasion of International Yoga Day, Baba Ramdev also shared the importance of ayurvedic products. He promoted its brand by stating that they sell good-quality products at a reasonable rate.
Word of mouth
Initially, Patanjali followed the principle of word-of-mouth promotion. It was the first brand that adopted this marketing strategy. Originally, Patanjali was not dependent on any other mode of marketing.
Over the years, their Word-of-mouth advertising move has proved to be profitable for Patanjali. How is that possible? Baba Ramdev plays a major role in the success of this strategy. All his yoga camp followers started supporting and recommending Patanjali. Within a short period, it became a big name in the market.
From advertisements to promotional campaigns its products are promoted everywhere. With the advancement of the medical and non-medical centers in India, Patanjali has set its marketplace.
Keep it Simple and Natural
Patanjali’s product marketing strategy is focused on keeping it simple. Its simple packaging is a great way to attract customers.
Its products are ayurvedic i.e herbal which highlights the benefits of natural and organic substances. Patanjali has beautifiers, edible items, skincare, dental care, hair care, and household products.
It also has introduced baby products that are suitable for both men and women. Other than these they have are also manufacturing chemical-free medicines.
Barter Trade System
Nowadays, your brand needs to stand out from the crowd. Baba Ramdev adopted a barter trade system for promoting and advertising its products with a news channel. This shows his determination to dream big to see his company growing through any means feasible. Like every entrepreneur, Baba Ramdev had the same marketing strategy.
After putting 20 long years into yoga, he had built associations and goodwill. using that he openly promotes Patanjali Ayurveda. TV commercials, advertisements, newspapers, billboards, magazines, social media platforms, etc all are utilized to create brand awareness and recognition. They aim at utilizing the digital platform in the best way possible.
TV ads are based on showcasing family values and promoting the Indian culture. They have limited the use of Google and Facebook ads as their target audience is above the age of 30. So, they pay more attention to TV advertisements.
Limit the use of Google ads and Facebook ads
Google ads and Facebook ads are extremely useful for selling products online.
However, they are useless when it comes to selling FMCG products because they are so cheap that the cost of advertising and delivery will be more than the cost of the product.
So, there is no point in selling them online.
That is why, retail stores sell FMCG products and groceries in their offline stores and e-commerce stores sell unique, niche or premium products online
Flag Bearer of ‘Vocal for local’ Campaigns
The idea of ‘vocal for local’ was primarily proposed during British rule in India in the year 1905. It was named the Swadeshi movement. This campaign was known to be the game-changer movement for India’s independence. Likewise, that Patanjali has been a game-changer in the FMCG market.
With medicinal advancement, the need of the hour is to promote ‘Vocal for Local’ campaigns. Recently, Baba Ramdev stretched his assistance to PM Narendra Modi’s call to raise “Aatmanirbhar Bharat” through vocal for locals approach.
Patanjali’s tagline “Prakriti ka Ashirwad” helps them in acquiring customer loyalty. Many Patanjali campaigns have won customers’ trust and raised their loyal consumer base.
So, these were the marketing strategy of Patanjali. Patanjali has crowned all over the market. It has taken over the entire FMCG sector and has become a revolutionary company over a short period.
Not only their products are 100% pure but they are also available at a cheaper price in comparison to their competitors. It has succeeded in obtaining a loyal customer base and its products are available all over India.
There was a time when customers could get access to branded apparel only from showrooms and branded stores. But thanks to the eCommerce platform Myntra we get our favorite fashion brands delivered right at our doorsteps. Being called a hub of online fashion, Myntra is definitely adding a touch of style to our wardrobe and making shopping fun. Moreover, the credit of offering high-end brands as well as affordable fashion in the corners of the country goes to the marketing strategy of Myntra.
The reason why we are discussing the marketing strategy of Myntra is its 86% increase in customer base during its “End of Reason Sale” (EORS). Such humongous success calls for research on its marketing strategy that attracted over 7 lakh, new customers, on its platform during the EORS sale last year.
Shopping on Myntra was a stressbuster for many during the lockdown period last year. But what made them buy from Myntra was their strong promotional strategies that drew customers to their platform.
So, let us take a look at the strategies that Myntra is adopting to make millions of customers.
Launch of the Hub of Fashion: Myntra
The founders of Myntra were Mukesh Bansal, Vineet Saxena, and Ashutosh Lawania. In 2007, Myntra was launched as something different from what it is today. The focus of Myntra was to sell personalized gifts. Back then, it was a B2B business model. But in 2010, Myntra made a shift from personalizing gifts to online retailing of branded apparel.
Myntra made tie-ups with various famous brands and retailed the latest merchandise of these brands. Soon it Myntra started selling international and high-end brands and also entered the lifestyle section.
Today Myntra is selling over 500 Indian and international brands, from Nike, Adidas, Biba, Dressberry, Mango, Only, and so much more. Delivering across 9000 pin codes, Myntra is most favorite online shopping platform and loved by fashionistas.
Majestic Marketing Strategy of Myntra
Myntra influences its customers to buy from them by collaborating with influencers. There are various content creators, celebrities, fashion bloggers, and bloggers on social media platforms. They create content for their niche audience and have a loyal audience base that follows what influencers suggest. The influencers create looks wearing the apparel from Myntra and promote the brand.
Myntra does not only collaborate with influencers with millions of followers base but also collaborates with micro-influencers having 10K to 50K followers on Instagram. On Myntra’s Instagram page, they share posts by such micro-influencers.
Myntra recently launched a digital reality show for influencers. The title of the show is “Myntra Fashion Superstar” to hunt for fashion influencers on its shopping platform. The show featured famous celebrity judges industry like Sushmita Sen and Manish Malhotra. It was a show that gained popularity because of its different theme to hunt for influencers. It gave a platform to influencers to present their style and create a fashion statement.
Myntra Affiliate Program gives a “refer and earn” platform to affiliates. The bloggers can join the affiliate program and post reviews of Myntra products and services, and with referrals, They get paid by Myntra.
With this program, Myntra attracts on its shopping platform. Affiliates post on their website, write blogs, give product reviews and testimonials on their products, and the audience that view such reviews tend to purchase from Myntra. It is a win-win for affiliates and Myntra because affiliates can get a commission for their reviews, and Myntra attracts more customers.
If an email is attractive enough, then it can definitely make a sale. Myntra’s Email marketing strategy makes most customers click on the Call-to-action button.
The emails that they create are aesthetically appealing, and if that is the case, guess what wonders they would have done on their platform. To attract a user, an email has to focus both on the content and the layout, and that’s what makes Myntra’s email marketing strong.
Myntra uses its email marketing campaigns to make its existing customers buy from the platform. Also, Myntra notifies the customers about a sale, discount, or offers on specific brands. Also, Myntra creates fear of missing out (FOMO) with their email subject lines so that the customer makes an impulse purchase.
SEO and SEM
Where does Myntra get traffic on its platform?
Now, this is a strong one because 40.57% of the traffic that Myntra gets is from online searches. From the 40.57% of its search traffic, 80.02% comes from its search engine optimization strategy, and 19.98% of search traffic comes from paid advertisements.
It means Myntra literally rules the search engine by their strong paid marketing and optimization strategy. An online platform has to have strong SEO and SEM strategy to increase traffic on its website, and Myntra is setting an example here.
Advertisements: Online & Offline
When it comes to advertisements, Myntra does not leave out any channel to advertise their online shopping platform. Be it newspaper ads for an upcoming sale or a television commercial featuring popular celebrities, Myntra tries everything.
Myntra’s television commercials are dubbed in regional languages to pitch audiences from different regions. One of its ad campaigns titled “UnSkippable” was launched in Tamil, Telugu, Kannada, and Hindi. A brand running campaign in India has to make sure that its advertisements accessible to all the kind of audiences and language should not be a barrier in communicating the brand message.
Myntra also runs sponsored ads on Facebook, Instagram, Snapchat, and other social media platforms. Google ads are also a part of their advertisement strategy.
For offline visibility, Myntra uses the conventional strategy of advertising on billboards. So it demonstrates they are advertising everywhere, be it offline or online.
Sponsorships and Partnerships
Myntra ties up with other brands and events to get a wider reach to customers. Myntra is sponsoring India’s most loved crick event, Indian Premier League’s Chennai Superkings team. The brand logo is printed on the teams’ jersey, and the team players can be seen donning the jersey with the Myntra logo on it in various small adverts and posters.
Myntra Insider is the loyalty program that the brand runs on its shopping platform. The customers can become a loyal members when they become part of their program and make more purchases. On every purchase, they earn some points, and these points they can use to get offers from different brands.
Myntra through this program, partners with various OTT platforms, lifestyle brands, food and dining brands, and gaming brands. It’s a win-win for Myntra and its partners because Myntra gets loyal customers through this program, and the brand partners add new customers to their platform.
Lenskart, Flipkart, Zoomin, Fasoos, Oven Story, Zee5, and various other brands partner with Myntra with the Insider program.
Put your creative caps on and think of a witty caption for this image of Bhuvan Bam. If you succeed in making us…Posted by Myntra on Sunday, 18 October 2020
The biggest online shopping platform needs an ambassador that the whole country loves. Bhuvan Bam is the digital brand ambassador of Myntra. Everyone knows who Bhuvan Bam is and is loved for what he does. Having him as their digital brand ambassador Myntra increases its digital and engages with tech-savvy, Millenials, and Gen-Z generation audience.
Myntra has recently signed Kiara Avani and Disha Patani, and Samantha Akkineni as its brand ambassadors.
Brand Ambassadors increase the value of a brand by ten times. Because they promote it, customers purchase it.
Myntra’s SMS marketing in two words is “Short and Sweet.” If you are sending an SMS, it has to short and still convey the point. Myntra’s SMS usually consist of short phrases like
“Saturdays are for relaxing and shopping.”
“It’s on the house! Buy 1, get 2 Free.”
“Oh no, Summer Sale ends at midnight.”
These phrases do the job right and lure customers on the shopping platform to make a purchase. An ideal SMS marketing strategy is what we should call it.
Myntra is not only focussing its marketing strategy on selling its brand but it is also engaging audiences with its content. Myntra is engaging audiences with their blog website where they publish blogs related to fashion and lifestyle. Also, their latest who Myntra Fashion Superstar was a part of their strategy to engage customers.
Myntra Masterclass is another strategy of engaging the customers on their online shopping platform. Through this masterclass, Celebrity stylist gives fashion advise to customers. It consists of various episodes wherein each of the episodes the stylist come with some fashion tips for the audience. That’s how they turn their audience into customers.
There is a lot to learn from the marketing strategy of Myntra. Myntra is loved by the customers because it gives them access to the national and international brands right at the doorsteps. Their brand message depicts that fashion is for everyone.
The marketing strategy of Myntra is their mantra of success. Here are some key takeaways from Myntra’s marketing strategy:
- Don’t just make customers, make loyal customers.
- Attract customers by engaging them.
- Try both offline and online marketing strategies.
- Don’t showcase the products but the value you are offering.
Create your success mantra with your brand’s marketing strategy.
Byju’s is the ed-tech decacorn (unicorns valued at $ 10 Billion or above) valued at $ 11.1 billion. It is educating millions of students on its online portal. But the question arises that what attracts 80 million students and 5.5 million annual paid subscribers to these e-learning platforms.
The answer lies in Byju’s marketing strategy, which is minimal yet powerful.
Byju’s is a platform for students to study and for teachers to educate. Moreover, it is making the students’ time on phones and computers worthwhile by educating them. Also, in the pandemic, Byju’s has been a saviour for millions of students who were unable to visit the schools due to the coronavirus. In March and April of 2020, over 13.5 million users joined Byju’s to learn and educate themselves.
What attracts users the most lies in its marketing strategy how it pitches the target customers.In this article, we will unveil the outstanding marketing strategy of Byju’s and understand how it educates millions.
Birth of Byju’s Learning Platform
Byju’s was developed by Think and Learn Pvt. Ltd and its founder were Byju Raveendran. Byju Raveendran had an interest in maths and science, which led him to pursue an engineering degree.
The realization of his tutor abilities hit him when he was tutoring his friend for the master’s entrance exam. He took the exam just for fun but scored 100 percentile in the first and second attempts.
Soon, Byju’s friends wanted him to tutor them, and then the two students turned to 40 and then over 1000 students. Byju realized that many college graduates struggle to form a foundation in maths and science subjects because of lacking understanding of core logic. He wanted to revolutionalize the education sector because, in schooling, all the focus lies on good grades and not actual learning.
Byju Raveendran once said, “I was a teacher by choice and an entrepreneur by chance.”
That’s how Byju’s learning app came into existence and now offering actual learning to students.
Learning the Marketing Strategy of Byju’s
One of the most powerful marketing strategies of Byju’s is the brand ambassadors wh are associated with the brand. It is undeniable that having a brand ambassador attaches a face to the brand. Byju’s ambassador is the most loved actor not just in India but worldwide. Shah Rukh Khan is the brand ambassador of Byju’s justifies the user base of the tech brand.
Another brand ambassador for Byju’s is the favourite of every child. Disney is another brand ambassador of Byju’s. It is the most popular and loved company that is entertaining children for years. Associating it with a learning platform brings together entertainment and education.
These two big names are enough to make any brand sell.
Byju has recently acquired brick-and-mortar test prep leader Aakash Educational Services Limited (AESL). From this strategic merger, Byjus aims to provide a hybrid of online and offline learning for students.
Soon Byju’s is going to partner with WhiteHatJr to offer courses in local languages to different geographies.
When a brand runs marketing campaigns in India, it has to pay attention to the different regions and languages the people speak. This way, they can target customers from different regions in their regional languages.
Byjus made a perfect ad film to pitch to regional customers in the regional language (Kannada).
To top it all, the brand featured the Telugu movie star, Mahesh Babu. In two of its ad campaign, Byjus showcases how online learning is increasing preference among students nowadays.
Collaborations and Sponsorships
When a brand collaborates with other brands or sponsors events, then it can pitch different customer bases of the brand we partner with. Byju’s app promotes itself with such collaborations and sponsorships.
Byju is the sponsor of the Indian Cricket Team in the ICC world cup. The ICC world cup has a large audience base, and being a sponsor in the event gives Byju increased brand exposure.
Here’s to a pitch-perfect partnership – as BYJU’S becomes the global partner of the ICC – International Cricket Council…Posted by BYJU’S on Sunday, 7 February 2021
Byju is also a partner of News18 Network in a national campaign. The campaign is about recognizing and inspiring young geniuses from different fields in the country. This campaign is a weekly episodic show that aired on TV from January to march in 2021.
The brand also sponsors the HistoryTV18 show OMG! Yeh Mera India, which showcases the Indian talents. Other than this, the brand collaborates with Osmo to offer a better learning experience to children.
Video marketing campaigns
If a brand creates a video marketing campaign, then it should be an impactful one. But what does it takes to create an impactful video marketing campaign.
Byju’s pitched the customers with an ad campaign by associating the brand with India’s favourite sport, cricket. Byjus, in their ad campaign Titled ‘Keep Learning,’ features the Indian cricket players donning the new jersey Byju’s name imprinted in front. The ad features Virat Kohli, KL Rahul, Shikhar Dhawan, and the players sharing their learnings.
Another remarkable video marketing campaign was the ad titled by Byjus stated that children do not use technology just for entertainment, but they can learn from it. The ad showcases how the children use various gadgets like mobile and computers to learn from Byju’s learning platform. The ad was surely a success and left a great impact on audiences.
Bridging the gap between Gen Z and millennial
The marketing strategy of Byju’s is bridging the gap between the Gen Z and Millenials generation as they are the target users of Byju’s. To pitch to the Gen Z generation, Byjus has come up with an early learning app and offering them a great experience. The brand is offering immersive content like interactive videos, Disney stories, fun educational games.
Byjus offers a great experience to Gen Z generation users to create a strong brand image in their eyes.
Byjus targets grown-up students who are aspiring to crack competitive or entrance exams as well. By offering them a way of reaching their dream to crack the exams, Byjus pitches the young generation.
Byju’s also targeted the parents by making them believe how the gadgets their children stick to these days can be a learning platform for them. It is also making the parent-children relationship better.
So in different ways, Byju’s is bridging the gap between different generations.
All is well, but there are exceptions
Search Engine Optimization
It is not necessary that every strategy that a brand adopts work in its favour. Search engine optimization is the strategy that didn’t work pretty well for Byjus comparing with other marketing strategies.
The brands use SEO to bring traffic to their website and generate sales lead. But, for Byjus, it did not work as other ed techs like Toppr and Vedantu. The SEO basic strategy of other ed techs was much better than Byju’s, and that’s the reason it could not generate enough leads from SEO.
Apart from SEO, another strategy that did not work well for Byju’s is digital advertising like Google ads and Facebook ads. The Facebook ads of Byjus generated leads, but the leads were of no use. The Facebook ads of Byju’s target students who are interested in their platform. But the students are not frequent buyers. The frequent buyers of the app were the parents, which were not much interested in the app.
Google ads did not work for Byju’s because of a lack of buying intent of students it did not generate conversions.
Now that you have learned the marketing strategy of Byju’s, it’s time to build yours. We can learn from Byju’s that not every marketing strategy a brand adopts can work wonders for them. The brand needs to find the perfect strategy by analyzing competitors’ strategies and performing market research.
If one strategy doest work for your brand, the other might counterpart by doing wonders. Just like the case of Byjus, their SEO and digital ads didn’t work, but other strategies are taking the ed-tech brand to heights.
So, build a strategy that works best for your brand.
Dunkin Donuts is the world’s leading quick-service restaurant (QSR) working on a franchise model. Also, it is the favorite doughnut company of America.
What makes it a leading QSR and America’s favorite?
The answer lies in the marketing strategy of Dunkin Donuts.
It has over 11,300 Dunkin Restaurants worldwide, 8500 run in 451 states of the U.S.A., and 3200 across 36 countries. Well, this widerspread business tells that the brand is loved by people worldwide.
Dunkin is winning the title of #1 brand in customer loyalty in the out-of-home category for the 15th years in a row. Another milestone by the brand is that it is the #1 package coffee category for the 7th year in a row. The brand is all victorious, and all these achievements are a result of a strong marketing strategy of Dunkin Donuts.
So let us find out what marketing strategy takes Dunkin Donuts to the top.
How did the Delicious Dunkin Donuts journey started
Dunkin Donuts got its launch in the year 1950 by William Rosenberg. It started when Rosenberg opened a restaurant in 1948 named Open Kettle in Quincy, Massachusetts.
Before starting Open Kettle, Rosenberg used to sell a variety of food items including, donuts, coffee, and other snacks in various industrial areas. But, he realized that half of the sale was coming from donuts and coffee. So he decided to start a restaurant selling donuts and coffee primarily, his bestsellers from a previous business, and that’s how he started his restaurant, Open Kettle. The restaurant was getting speedy success by grossing over $5,000 per week.
Open Kettle, then went on to become Dunkin Donuts.
But Rosenberg was not satisfied with the name Open Kettle. After two years on Open Kettle, he decided to change its name and the idea of a hit when he noticed his customers eating donuts by dunking it into their coffees. That’s how he renamed his restaurant Dunkin Donuts in 1950. Since that time, Dunkin Donuts is getting tremendous success by selling varieties of food like bagels, donuts, muffins, different flavored coffees, and other beverages.
Marketing Strategy of Dunkin Donuts
The marketing strategy of Dunkin Donuts is quite different. It does not choose conventional marketing practices but unconventional practices to target its customers. The brand stays quiet in the news for its marketing approaches. Continue reading to find out how.
Social Media Marketing
You got to be social if you want to be a customer’s favorite and gain their loyalty. Dunkin Donuts knows well how to use social media platforms to engage its customers.
The Instagram page of Dunkin donuts is a treat for customers’ eyes. It follows proper branding guidelines and posts its recipes on the page with attractive images and videos. Also, as the brand runs its franchise across diverse global locations, it creates various accounts based on such locations, considering there is a different kind of content to pitch to the audience from diverse backgrounds.
Kiss me I’m 100% Dunkin’— Dunkin’ (@dunkindonuts) March 17, 2021
The brand utilizes the Twitter platform to receive queries from its customer and respond to them for an optimum solution. Dunkin tweets are quite fun like this latest one “Kiss me, I’m 100% Dunkin.”
So the idea of their social media marketing strategy is to entertain and create such engaging content that customers could not resist but try them out.
Meme marketing is a part of Dunkin’s social media marketing strategy. Dunkin knows how to pitch to the audience by creating memes.
The social media pages of Dunkin, especially Twitter, include some of the hilarious posts and tweets.
Everyone remembers the time when the internet was filled with the “what’s the color of the dress” image. A debate was going over social media for the color of the dress.
The image was going viral because it confused the users whether it was blue/black or white/gold. So Dunkin Donuts grabbed this opportunity to promote their brand and joined the bandwagon with perfect memes. It posted a picture of their donuts captioning it ” blue/black or white/gold, they’re delicious”. Their post went viral and generated buzz that attracted the sight of audiences.
Choose the viral to go viral. That’s how Dunkin amuses its audience.
Controversial marketing is a tactic where a brand intentionally surprises or shocks the audience with its marketing campaigns by violating the norms, values, or morals of society.
It might sound wrong promoting, but for Dunkin Donuts, it is what it is. That’s how they stay in the news and the views of their customers.
One of the controversies by Dunkin Donuts is when it put a signboard saying this in their stores:
“If you hear any of our staff shouting in a language other than English, please call 443-415-7775 immediately with the name of the employee to receive a coupon for free coffee and a pastry — General Manager.”
The signboard clearly states that Dunkin’s employees are not allowed to speak any language other than English. People on Social media were criticizing Dunkin for this signboard statement.
Another controversial ad was their “charcoal donut ad featuring a girl (the CEO’s daughter) with blackface holding the charcoal donut.
The CEO questioned that they are not allowed to promote their donuts using black. The ad didn’t go well as it showcases the cultural difference between Thailand and the U.S.A. Also, the ad was stated as bizarre and racist.
So that’s how Dunkin stirs up controversy to sell their brand.
So let us first tell you about sensory marketing, and then we will discuss how Dunkin Donuts Use this strategy.
Sensory marketing or branding appeals to all the senses of customers about the brand. It is an emotional marketing appeal as it uses the human senses to relate with the customer on an emotional level.
Dunkin Donuts forge emotional associations with its customers’ minds by appealing to their senses. In one of its marketing campaigns, the brand pitched the audience by forming associations with all three human senses. These senses were sight, smell, and sound.
This campaign was to lure customers to visit the Dunkin Donuts store. They targeted the majority of people who go to work using public transportation during their morning coffee routine.
First, they took their attention with a radio announcement along with a jingle. After this, they installed scent spray devices that released an aroma every time the sound of jingle ran over the radio.Also, these scent devices were in the buses, and whenever the bus approaches nearby Dunkin Store, the ad radio ad ran along with the releasing of scents. At last, when people got off the bus, there was a visual ad that guided them to the nearest Dunkin Donuts store.
Brilliant isn’t it!
That’s how Dunkin Donuts masters sensory marketing.
Event Marketing and Sponsorships
When it’s about events marketing, Dunkin Donuts keeps it big. Event Marketing is good, but when a brand is sponsoring big events, it’s great.
Dunkin Donuts ran a multi-deal with Madison Square Garden Company. It became an official sponsor of the NBA basketball team, National Women’s Hockey League, and various other teams.
Being a sponsor of the greatest sports event is how the brand gets brand exposure.
Dunkin Donuts is also a sponsorship partner of the widely popular television reality show America’s Got talent. Being a partner in a show with a massive audience base is how Dunkin Donuts creates awareness for its brand on a large scale.
Dunkin Donuts’ marketing strategy’s goal is to make the customers aware of their brand in every possible way. All of the marketing efforts of Dunkin are to grab the attention of customers.
Be it surprise or laugh, the promotional strategy of Dunkin Donuts stirs up emotions from the audience.
The brand, with its unconventional communication, pitches a large customer base.
One major key takeaway from Dunkin Donuts’ strategy is to communicate with customers proactively. The brands should know what’s the buzzing topic and use it in their marketing strategy, and that’s what Dunkin Donuts masters.
Marketing globally is not easy for brands, but for Dunkin Donuts, it’s a piece of cake (or donuts, we shall say).
So learn from Dunkin Donuts and make your brand customers’ most favorite
These days you can find anything online, you can get clothes, bags, pets, plants and so much more.
But what about love?
Well, thanks to online dating apps, people can even find the love of their lives online. So this article is about the widely popular dating app, Bumble. As you guys know from the title, that we will be discussing the marketing strategy of Bumble, but the question is, why?
Let’s starts with some facts and figures.
So, launched in December 2014, Bumble has around 40 million users base as of February 2021.
In 2019 the app was the second most popular dating app in the US.
But how did the app become so popular?
Well, let us take a closer look at its marketing strategy, and we will have the answer.
How their love-ly journey started
The Bumble app was launched in 2014 by Ms. Wolfe Herd in Texas. There was a whole story behind hr starting with this new app.
Ms. Wolfe Herd worked in the first-ever dating app Tinder.
In 2014 Wolfe Herd filed a sexual harassment lawsuit against some executives of Tinder and left the company.
Wolfe gained a lot of media attention after this case. After recovering from the whole situation she wanted to start a new company in the online dating arena but with a plot twist. She was soon approached by a British Russian entrepreneur Andree Andrev, who asked her to become the CMO of Badoo, one of the biggest dating platforms.
With Andrev’s support, she launched Bumble.
She was inspired to make the change in her dating platform, and she did it. As she was determined to change the gender norms where men control the dating platform and make the first move. She changed the dating game and launched Bumble, where women make the first move. And that’s how this love-ly journey started.
Bumble Marketing Strategy
Bumble is leveraging digital platforms for its marketing efforts and social media is the platform where it is focusing its marketing efforts most prominently.
Let us see how the marketing strategy of Bumble is increasing its popularity.
Social Media Marketing
Bumble’s marketing strategy focuses on social media platforms. The online dating app runs multiple accounts on social media and offers consumable and fun content for its users.
Over Heard Bumble is the social media account where Bumble posts its user’s app conversations screenshots. It also posts dating quotes and other stuff.
Bumble also follows proper branding guidelines throughout its social media pages keeping its colour scheme Yellow that is also its brand icon colour.
The best part is that Bumble is making its users dm their app chats with them and post it on their page. Moreover, it’s a great way of engaging existing users on social media and attracting more users who check the fun posts and feel like downloading the Bumble app.
Social Media Campaigns
Bumble also runs various social media hashtags campaigns to build a stronger community.
One of its hashtags company was the #HowWeEqual campaign that was to push for equality in relationships. It also has another hashtag in the same campaign #DatingJustGotEqual.
The brand put many posts to spread awareness about their app via hashtag campaigns. Furthermore, many influencers and celebrities also joined the campaign and to share their personal experiences in relationships.
Another popular campaign run amid COVID-19 was “Love will find a way.”
The campaign highlighted the importance of romance, hope, resilience, and virtual connections during the lockdown period.
Bumble discovered that 83% of app users are more interested in dating during the lockdown.
The dating app is also indulged in YouTube marketing. It is offering video content on dating tips, posting its campaigns commercials, and other variety of content relating to dating and relationships.
Also, the Bumble app has found a way to engage a larger audience. In December 2020, the app launched its new talk series titled Dating these days.
The series invites famous personalities like Nina Gupta, Sanya Malhotra, Kirti Khuhari, and many more Bollywood celebrities to start conversations around dating in India. It’s a whole new concept and a great step to catch more attention of its potential users.
When a brand plans to extend its reach, then event marketing is what it does. Bumble stepped into event marketing to attract thousands of users to its online dating platform.
Magnetic Fields is a Festival of Contemporary Music and Arts, and Buble is one of its sponsors.
A music festival is what most of Bumble’s potential users would attend as such festivals are a craze among youngsters. And that’s how Bumble reaches a large audience.
Influencers & Micro Influencer marketing
Influencer marketing is an incredible way of creating brand awareness among niche audiences of influencers. Bumble uses influencer marketing and posts the content created by such influencers on its social media pages. Many famous influencers promote the online dating app by sharing their own experiences.
Another strategy is micro-influencers marketing. So, the micro-influencers are those who have a small followers base of around 1,000 to 100,000 followers. These influencers focus on specific niches and create content for their followers on their specializations.
A brand ambassador can make any brand 10 times stronger, and if the ambassador is the global icon Priyanka Chopra, make that 100 times.
Priyanka Chopra is not only the brand ambassador of Bumble but also an investor in the online dating app in India. The actress is widely popular in India and has a huge fan base, and that’s what also helps Bumble to make a 40 million subscriber base.
Bumble is valued at $1 billion and is known for its women-friendly features. The app does not only work as a dating platform but also serves many other features.
There are three modes in the app: Bumble Date, Bumble BFF, and Bumble Bizz.
In Bumble Date, users can find their romantic partners.
In Bumble BFF, you can make friends online by swiping right.
The last one is the Bumble Bizz for the business purpose where users can find mentorship, job opportunities, or hire someone.
The app also cares for women’s safety and has a zero-tolerance policy on sexism and bad behaviour. Also, it has another safety feature where the app lets the users keep a secure image. Offering such features increases its brand value.
Social networking with Social welfare
Bumble is not only focussing on its marketing but also, on social welfare practices to set a good example in society. Amid the COVID-19 crises, the app initiated the Bumble Community Grant Program to support 13 small businesses that faced losses in their business.
As the app was getting huge profits during lockdown due to the rise in online dating, it uplifted small businesses that were facing downfalls and set an example.
It’s not part of the marketing strategy of Bumble, but when a company does something to uplit society, it sure grabs attention and attracts many customers by creating goodwill.
Key Takeaway from Marketing Strategy of Bumble
One can learn a lot from Bumble’s marketing strategy. It used the social media platform to run all of its marketing campaigns because the company knew that its target users are spread across social media platforms. Also, Bumble gave competition to Tinder and did not market itself as just another dating app like others. The app made a change with women ruling the dating world.
The marketing strategy of Bumble tells that how a brand can compete and manage to stand tall against a competitor like Tinder. The best thing about its marketing strategy is how they keep it simple yet impactful.
So that’s how Bumble won the hearts by connecting hearts.
Social Media is a place to connect with your friends and to make new connections. It is a platform that entertains, informs, and engages billions of people. For businesses, it’s a platform to stay in touch with customers with their social media marketing strategy.
But are they doing it right?
On social media, there is a specific way to promote your brand. Marketers should not be saying buy us, choose us, or try us. At the end of the day, it’s social media, and people are here to get entertained or to just chill for some moment.
So what all things should the marketers do and what should they avoid, form a robust social media strategy.
In this blog, we will discuss the do’s and Don’ts of promoting your brand on social media.
Let us first understand why even a social media strategy is important.
Importance of Social Media Marketing
Brand Awareness at its best
If you are promoting your product on social media, then it’s the best way you could catch more eyes because everyone is on social media these days.
There are over 4.20 billion social media users in the world. Even right now, on your phone, one or two tabs would be any social media platform. So it makes sense how social media creates brand awareness at its best because it gets seen by most people.
Build brand loyalty & authority.
What are the chances that you get to connect with your customer in a day?
Hardly one or two times and that too if they visit your store. But on social media, they can visit your page several times, and you can connect with them via your posts daily.
The key to building brand loyalty and authority is communication, and social media is all about communication and interaction.
Social Media Marketing is a strategy that you can create almost for free. If your content is great, and customers like what you post and could not resist but try your brand, then it is obvious that you are getting returns by not even spending anything.
Even if you go for paid ads on social media, you can always start by investing less, but spending on social media can justify every penny you spend because it generates proven ROI.
On social media, you can create content to engage your customers. You can get a better understanding of what they like and how they find your products.
There are numerous ways to connect with customers on social media like messages, posts, comments, stories, etc. The best part about social media is that you can get two-way communication.
Do’s and Don’ts of Social Media Marketing
Now let us discuss what you should do and what you should avoid doing in your social media strategy.
Do’s of Social Media Marketing
Amaze them with your content
If you really want your followers to hit that like button and check what your brand is all about, then you must create amazing content. If you amaze them with your content only then, they will share it. Create good quality images and videos, write compelling captions and draw the attention of your customers.
The OTT platforms like Netflix and Prime Video follow a meme marketing strategy to entertain their customers with humorous content. The Instagram page of Nutella is filled with content that showcases different dishes prepared from Nutella.
So try to come up with a content strategy and keep the customers engaged.
Show them you are a credible brand
When you are performing social media marketing, you need to show your brand as a credible one. Include branding elements in your posts so that the customers can identify with just a glimpse that the post belongs to your brand page.
In all of the Cadbury Dairy Milk Silk’s Instagram posts, you can see a small tag captioned dairy milk silk, and that’s how they include their branding element in their posts.
Also, you can create hashtags for your brand, and using them in your posts is a practice to boost your brand’s credibility online.
Moreover, you should interact with your community like your a human, not just a brand. Only then the customers trust and connect with your brand.
The apparel brand H&M responds to the comments of their customers actively. It shows that they care for the customers and hence prove their brand credibility.
Keep up with the Postings
Does your Social media presence even make any sense if you don’t post regularly?
No, of course.
You should regularly come up with content ideas and keep posting. Many brands schedule their social media posting to maintain their presence. If you don’t post regularly on social media, then the customers might lose interest in your brand and end up unfollowing you, or even worse, they forget your brand.
So try to show up daily with posts and keep the followers engaged.
Communicate and boost conversion rate
Social media is a place to socialize, and for that, you need to communicate with your audience. Many customers put their queries on the social media handles of brands, and the brands must respond to such queries. Also, replying to messages, comments, brand mentions is a good practice to follow on social media.
Dominos follows this practice to interact with the customers on social media wherever it is mentioned or tagged. Many customers tweet their brand experiences, and Dominos has a habit of replying to such tweets.
So never leave your customers on read.
Social media is a way your customers interact with you, so make the most of it.
If you communicate, then you can boost your conversion rate.
Use the key of Creativity
Social media is not just about posting; there are many other ways to engage the customers and build a strong community. Try to come up with creative social media campaigns or hashtags campaigns to increase your brand awareness and social media following.
You can organize contests, giveaways, or trending challenges on social media platforms. Creativity is the key to strengthen your brand image on social media.
KFC organized an innovative campaign on Twitter. The campaign was the #KFCAdminisBored competition, where the users have to guess Admin’s favorite music. If any user tweets the right band with the hashtag, the user could win a £10 voucher from KFC. What a great way to engage audiences and spread the word about your brand.
Don’ts of Social Media Marketing
Don’t go overboard with marketing
Never go overboard with your marketing on social media. Posting too much and promoting too much can never take you anywhere. So, try to limit your marketing efforts and focus more on engaging and entertaining the audience with your content.
Don’t hurt the sentiments
Don’t be a prey of any trolling and boycotting on social media with the kind of content you make. Also, create posts that do not violate the sentiments of any section of society.
Don’t use too many hashtags
Using too many hashtags will take you nowhere. You will never see big brand showing their posts with hashtags because it is not a good practice. Using too many hashtags is not considered a good manner on social media.
Do not avoid proofreading
Always double-check before posting. Your posts should not include any spelling mistakes or grammatical errors. Use grammar tools available online to make sure you are posting right.
Don’t create multiple accounts
Don’t create multiple accounts on social media as it might confuse your customers. and you might end up losing followers on all your accounts. Also, creating multiple accounts can decrease your brand’s credibility. Maintain a single official account for your specific audience.
Like there are always two sides to a coin, social media marketing also has two sides. If you do it right, you can enjoy the benefits of its positive side, otherwise you face its repercussions. The do’s will guide you in following the right practices, and the don’ts will alarm you in what you should avoid.
Social media is indeed the future of marketing, and to make sure you are future-ready, create a robust social media marketing strategy. Hopefully, this article will help you in shaping your social media strategy.
An Effective Mobile Marketing Strategy is a must in your digital marketing plan. The number of mobile phone users is increasing on a daily basis. And it might be, that, right now, you are reading this article on your smartphone.
Ever wondered, why is that the case?
Because it is convenient, handy, and easy to use. These are a few of the things you definitely like about your phones.
Now, let us talk about some facts on Why Mobile Marketing Strategy even exists?
According to a survey, there are over 3.5 billion mobile phone users worldwide, and it is bound to rise by several hundred million in the coming years.
This rise in mobile phone users calls for a Mobile Marketing Strategy. Moreover, if most of your target customers are mobile phone users, then you should build an Effective Mobile Marketing Strategy.
So let’s learn more about Mobile Marketing Strategy.
What is a Mobile Marketing Strategy?
Mobile Marketing Strategy means carrying out marketing activity on smartphones or mobile devices. It is a type of Digital Marketing Strategy specifically designed for mobile devices. Imagine you got an SMS on your mobile phone for some offer on any furniture brand. It is Mobile Marketing.
Mobile Marketing Strategy came into existence as the number of mobile users kept on rising. In order to pitch these customers, the marketers need to devise a strategy targeting mobile phone users.
Mobile Marketing is a component of Digital Marketing. So, the marketers promote the products or services on digital media. But in Mobile Marketing Strategy, the target customers are mobile phone users. For example, an online shopping app, or a promotional SMS, is designed for smartphones.
Furthermore, a notification from the online shopping app “Your cart is empty” hits different when the customer reads it on the smartphone’s notification panel. So this is what makes a Mobile Marketing Strategy.
Types of Mobile Marketing Strategy
SMS stands for Short Message Service. We all know, what these SMS’s are, because before WhatsApp chatting, sending SMS was a thing.
Marketers use SMS or texting to share the customers any kind of information about their brand or any special offers. It is the most common practice among marketers, and it is evergreen. Even today, it is a practice to send text messages.
When you place an order online, you register your mobile number. The marketers use your contact number to share order details and for follow-ups.
MMS stands for Multimedia Message Service. When you are doing a marketing activity, then sending just plain text messages won’t work. So you can hop onto the other Mobile Marketing Strategy, which is MMS marketing.
MMS Marketing means sharing messages that include media content like images, videos, and audio to customers. The fashion brand Avenue shares MMS with its customers to inform them about any upcoming offers or deals. Starbucks also involves Mobile Marketing via MMS in its marketing plan.
Mobile Friendly Websites
In 2019, Google started mobile-first indexing because mobile users are rising. So Google now looks first at the mobile version of a website. So this emphasized mobile-friendly websites.
Today every business creates websites that are optimized for mobile phone screens. You can check how every business website creates a different version for desktop and mobile phones.
QR codes (Quick-response barcodes) take any user to some linked webpage when scanned from the camera. Companies create QR codes to provide any information about their brand or take the customer to their social media handles. It is convenient and user friendly because the customer has to just scan the code, which takes about a second.
Mobile App Marketing is the trending strategy. When a business builds a mobile application for its brand, then it is called Mobile App Marketing. Also, when any brand puts their ad in any mobile app, then it is also the same practice. In both cases, the marketing is being done via a mobile app.
Your mobile contains many apps, and these apps show some ads from brands. You might’ve seen an ad from Zomato while using some other app. If you click on the ad, then it will take you to the app store or play store. That’s how Mobile App Marketing works. Also in gaming apps, you can see a lot of ads for some brands or other apps.
Mobile Marketing Trends to follow in 2021
AR is the emerging trend that renders digital images or data on real-life objects. AR enables the customers to try the product by stimulating the product in the customer’s environment. Ikea is a company that is doing a great job when it comes to AR.
It allows the customers to place the furniture in their home by clicking an image and placing the furniture desired places. Other apps are Lenskart that allows users to try on different spectacles by accessing the camera. Brands like Lakme and Estee Lauder promote their product by letting the user try their beauty products in real-time using the AR technology of You Cam.
This trend is well known to all, and when it comes to Mobile Marketing, then marketers need to keep up with this trend. Marketing with a personal touch is a great way to attract customers to a brand. Zomato sends personalized emails to its customers. It often includes the customer’s name in the subject line.
Voice and Visual Search
Voice Searches are a Mobile Marketing Trend that many businesses are adopting. Google Assistant and Alexa are famous names that come to our mind when we hear about Voice Searches.
Voices Searches make it easy for the customer to search for anything. Also, clicking a picture on mobile, then instantly looking for the item you captured is the new trend. Visual and Voice Search are the digital marketing trends that you need to follow in 2021.
Amazon lets its users search for products using voice commands and also by uploading an image.
Social Media Marketing is well known to all, but Social Commerce is a relatively new term in Mobile Marketing Strategy. Marketers promote their products on social media by creating business accounts or by sponsored ads. Then customers, by checking out these ads, had to go on their website, create an account and then purchase the products.
Social Commerce spares the customer from all the hassled and let them purchase the product directly on social media handles. The marketer tag their products, and the user can click on these tags and directly link to purchase. Myntra is indulging in Social Commerce.
Flexible Payment Methods
An Effective Mobile Marketing Strategy must include flexible payment options. Nowadays, mobile wallets and UPI payments are trending. Google Pay, Paytm and many other payment methods make it easier for the customer to pay for whatever they are purchasing online.
We read about the Mobile Commerce and Social Commerce platforms, but these trends should also include flexible payment options. Cashless transactions and digital wallets are increasing. So, provide flexible payment mechanisms because it is the ultimate decision driver for the customer during the purchase.
The whole world is on their mobile right now. It is a huge marketplace with great opportunities for marketers. The marketers should make plans to create a Mobile Marketing Strategy for their business.
It is crucial to adopt a Mobile Marketing Strategy because today, any customer is most connected to his smartphone, and Mobile Marketing can be a medium for you to connect with the customer.
Also, the latest trends in Mobile Marketing can make your strategy even stronger. So keep up with the trends and build your Effective Mobile Marketing Strategy.
This article about the attribution model in digital marketing answers one very important question. The question of what makes a website visitor turn into a sales lead in digital marketing.
Let’s begin with an example.
The viewer watches a brand advertisement on four different channels. After watching the ads on those channels the person finally decides to make the purchase.
But the question arises that which channel influenced the customer to purchase the brand. Who will get the credit of this purchase? Is it channel one, two, three, or four?
So, attribution models are all about finding an answer to this question but on the digital marketing platforms.
We will take an in-depth look into the attribution models in digital marketing.
What are Attribution Modelling in Digital Marketing?
Before jumping to the exact meaning of the attribution model in digital marketing, let us understand the advertisements. In digital marketing, we see various ads on different online platforms. These influence the visitors to click on that particular page and thus linking the visitor to buying platforms.
The whole motive of such ads is to convert the visitor into a buyer. But an ad for some particular product will not appear on only one channel. There are different digital media platforms where such ads appear, and the visitor can click on those ads. These media channels are called touchpoints, which gets the credit for the conversion. So basically, what the attribution model in digital marketing does is that it distributes the conversion credit across multiple touchpoints or channels.
Attribution model in digital marketing simply means a framework that analyzes which channel gets the credit for converting a visitor into a lead among the various touchpoints or channels of marketing,
Why is Marketing Attribution Important?
The first is to distribute the marketing budget to various touchpoints. When a marketer is spending on various touchpoints then these touchpoints need to be considered while measuring the conversion process.
Secondly, the attribution model determines which customer touchpoint is the most effective. It helps the marketer understand how well a channel is working in terms of conversions. It determines which touchpoints are driving the most leads and sales.
Lastly, it makes it easier for the marketer to decide where to focus the efforts. There are various channels and all the channels have different kinds of customers and audiences so it is necessary to determine where the marketer can get the most leads. The attribution models in digital marketing help the marketer to decide where to put the most effort and where to put less efforts.
Different types of Attribution Models in Digital Marketing?
Last Interaction Attribution Model
This attribution model is also known as the last-click attribution model. In this, the credit for the entire conversion goes to the channel that gets the last click. It is the most conservative growth strategy.
Also, it is a standard in web analytical reporting tools. Suppose there are three channels, first, Facebook, second a website, and third a youtube ad. The ads get clicks in their respective numbers. The last clicked ad among these is the Youtube ad. Now the credit of this conversion, according to the last interaction model, goes to the Youtube ad.
Pros Of Last Interaction Attribution Model
This model is the most preferred one among various attribution models. It is the simplest one to implement and also the most accurate. Also the marketers can evaluate it easily.
First Interaction Attribution Model
Also known as the First click attribution model, it is just the vice versa of the last interaction model we just discussed. It is the most growth-oriented model of attribution. In this model, the first click ad gets the credit for the conversion. Taking the same example we discussed in this model the first interaction i.e Facebook gets the credit for sales.
Pros of First Interaction Attribution Model
This model is the most direct and helps the companies that have short buying cycle. Also it is simple to implement.
Linear Attribution Model
This channel believes in equality in attribution. It is a moderate level growth strategy. The linear attribution model gives equal credit to all the channels for the sales. So, according to the previous example, Facebook, Youtube, and website are equally contributed to conversion credit.
Pros of Linear Attribution Model
The linear attribution model is the balanced one. It equalizes all the channels so it is a more convenient one for marketers.
Time Decay Attribution Model
The time decay attribution model has a conservative growth model. According to the time decay attribution model, the channel touchpoint closest to the conversion gets the credit. The channel touchpoint that the visitor visits before the closest touchpoint gets less credit.
Let’s take an example of three channels, Facebook, Blog, and Youtube. The customer is first exposed to an ad on Facebook, then after three days, the same ad on a blog, and after a week the same ad on Youtube, and then the customer goes for the purchase. Based on time decay, the 50% credit of conversion goes to Youtube because it is the closest touchpoint. 30 % of the credit goes to the blog and then 20% to the Facebook ad. So that’s how the Time decay model works.
Pros of Time Decay Attribution Model
This model is best when the success of your business depends upon relationship building.
Position-Based Attribution Model
In the position-based attribution model, the first channel and the last channel get the highest credit. In this model, the sequence in which the user clicks the ads on a different channel matters. The first click and the last clicks get the highest conversion credit. Position based attribution model has a growth-oriented strategy.
Suppose a user clicks at four ads on different channels in a respective manner, Facebook, Instagram, Youtube, and, Website. Here the highest credit of 30% each goes to the first click on Facebook and last click on the website. The other two channels get 40% of the credit.
Pros of Position-Based Attribution Model
It is a strong model and it works best for the companies that have multiple touchpoints because it credits every touchpoint at some level.
What is the best Attribution Model type?
Every attribution model has some quality and benefits. But a marketer has to choose the best for lead generation.
So what’s the best?
The last-click attribution model is the most popular attribution model in digital marketing which is preferred by most marketers. It is also the default lead generation model. As we have already discussed how it credits the last channel that the visitor clicks before making a buying decision.
The reason it is the best model is that after going through different media the customer finally makes the purchase decision. It is difficult to determine where the customer’s buying journey begins so crediting the last touchpoint makes sure that it was the reason for conversion. Also, it is mostly the accurate one. So the Last interaction attribution model is the best among the other models.
Common Attribution Challenges and Mistakes.
The attribution model in digital marketing has some challenges when it is analyzed from a broader perspective. These are the three main challenges of the attribution models.
Not accounting offline media
In the attribution models, the marketer only accounts for the online media. But the offline media also plays an important role in buying decision of a customer. A customer also encounters ads from offline channels like newspapers, hoardings, etc. So how the credit goes only to online platforms. It cannot determine the effectiveness of the digital media when there are several offline media as well. So it becomes a challenge to marketers.
The attributed ROI is not true
In the attribution model, the idea is to distribute the credit of conversion among the various touchpoints/media. It further helps in determining the future investments according to attribution. But is it that simple?
The answer is no. In reality, the business cannot just credit these media channels as there are other factors like existing customer base, offline media, brand equity, etc. So the attribution model is a distorted aspect. The attributed ROI does not represent true ROI because it ignores several other factors that coverts the customers.
Attribution ignores external factors.
Several external factors impact buying decisions at a broader level. These external factors are economy, promotion, pricing, season, etc.
So attribution model is just a small part of this whole system. Giving the full credit according to the attribution model is not appropriate. Ignoring the external factors somehow makes the attribution models approach biased and unreliable when analyzing advertising impact.
To wrap it up
So it’s a wrap-up with the attribution model in digital marketing. This article throws light on the framework for analyzing which marketing channels should get the credit of converting a customer and how marketers use it to set their marketing budgets and ROI.
Every digital marketer needs to justify every effort and penny spent on digital marketing platforms. So the attribution model in digital marketing can credit the right platform for generating sales leads.
But, marketers must not ignore the external factors completely as they also have a major impact on buying decision of any customer.
Hope this article helps you understand how the credit of conversion works in digital marketing.
In marketing, we have read about consumer behavior. The marketers research the consumer’s behavior and create strategies to entice them.
But what would you call a strategy in which marketers study customer’s psychology?
What if the marketer knows that you will buy the product at less price?
Or what if the marketer knows how will you react to their new offer?
The answer to all these questions is psychological marketing.
Let us understand this marketing strategy in detail and understand how marketers play mind games with customers.
What is Psychological Marketing?
Psychological marketing is a strategy wherein the marketers devise strategies based on customer psychology theories. The brands create marketing strategies to make the customers behave in a certain manner. Also, the marketers plan why, when, and how will a customer choose their brand over the other.
For example, dropping prices of any product so that the customer makes an impulsive purchase.
Moreover, marketers understand customer behavior in various situations. They carry out various psychological observations to understand human behavior. That’s how they create a psychological marketing strategy.
With this strategy, the brands design their marketing campaigns and eventually drive their sales and profits.
Now let us move onto the various strategies of Psychological marketing.
Psychological Marketing Strategies
Tempting customers with discounts and rebates is something that marketers are practicing for a long time. The marketers are smart enough to realize that most customers are price sensitive. So, they offer some special discounts on their products. The customer probably falls into the trap of discount.
Amazon, in its latest “Youth Offer,” is attracting more customers to prime membership. The company is providing a huge discount on Prime membership for the 18-24 age group customers.
Urgency & Scarcity
How can a customer resist the “HURRY UP” offer?
In the urgency and scarcity, the basic practice is to make the customer feel that they should grab a chance. Customers don’t want their favorite product to go out of stock. So the marketers create a sense of urgency in customers. This practice is visible in e-commerce stores.
For example, the urgency strategy is adopted by the e-retail store Myntra. Before a sale is going to begin or end, it displays a timer. It makes the buyer shop before the sale ends.
Do you have someone that influences your behavior or decisions? Even if you like them or not. Sometimes we follow others just for the sake of doing it. This phenomenon is called social proof. In this customers are influenced by some people or factors. In marketing, these are the influencers, celebrities, peers, reviews, etc. For example, many customers make buying decisions by looking at the review first.
A brand that creates an authoritative position in the market is liked by customers. Customers trust the brand and find it more authentic. Many brands use this trick to gain the trust of the customers.
For example, the brand Amul calls itself as Taste of India. It makes the customers trust Amul as the best dairy brand.
Commitment with Customers
Not only customer loyalty but seller’s commitment also matters. It is a good practice to reach out to the customer in some time intervals. Buyers might forget a brand, but only when the marketer lets them. When a marketer stays consistent and persuades the customers to make a purchase, then eventually, the customers come back and shop from them. Sending notifications via emails or text messages are some practices that show the brand’s commitment. For example, Lenskart sends messages to customers to buy what they have in their carts.
The fear of loss hits hard, especially when it comes to shopping. Most of the impulsive buying by customers results from loss aversion. Marketers create fear in customer’s minds to make them buy something. Phrases like “Don’t miss the deal” and “Get it before someone else does” work like wonders. This fear of missing out affects customer’s subconscious minds as well. Moreover, this psychological strategy makes any customer buy something that he doesn’t even want.
“When you do good, something good comes back at you.” In marketing, it means the reciprocity principle. When marketers offer something good to the customers, then it makes satisfies the customers optimally. Reciprocity creates goodwill for any business. In this, marketers offer some extra benefit, surprise, or special offer to customers.
For example, free delivery on signup, extra rebate offer for new customers, or surprise gift at a specific amount of purchase. This practice increase customer loyalty, customer retention and
In this ad the brand Revolve is creating urgency to make the customers grab the deal as soon as possible.
The brand uses price sensitivity and urgency to make the customers buy the products.
In this advert, the Durex played well with human psychology. It displays how buying a condom can the cost of raising a baby. It uses a comparison between a $2.50 condom and a $250 baby Stroller.
The brand keep sending notifications to its customers so that they keep coming back for purchases.
Psychological Marketing Tricks
The marketers should thee following tricks to enhance their psychological marketing strategies.
The Rhyme game
A thing about rhymes is that people don’t usually forget them easily. It’s catchy and easy to remember. That’s why brands should create a tagline with rhyming words. Also, it makes the tagline more impactful. Many brands use this tactic in creating their taglines. For example:
- Hello Moto,
- Wikipedia the free encyclopedia,
- Do you…Yahoo, etc.
Play with Colors
Colors appeal to the sight sense of the customers. Colors play a great role in psychology. Bright and bold colors get more attention than dull colors. Many brands opt for colors that are bold and which reflect their brand. Moreover, colors influence the mood and feelings of customers as well. Every brand follows a color scheme, whether in their store, website logos, or ads. For example, Red color for coca-cola, Yello for McDonald’s, etc.
To keep the customers happy and satisfied you need to offer some rewards. The customers live for such rewards. Scheduling such offers would make the customer your regular and loyal customer. If your customer knows that they will get a bonus or reward, then they will definitely choose your brand over another. It is human nature that they incline towards gifts and compensations. Many cosmetic brands offer such kind of rewards. On specific purchase they offer free gifts or coupons and vouchers.
Another sense that links to the customer’s psychology are sound. Humans are more responsive to sounds. A customer does not forget a rhythm or music easily. Marketers can create jingles for their brand that the customer can never forget. It is so impactful that customer immediately remembers the brand when they hear its jingle.
For example, Paytm’s jingle is played in its ads, and even when someone transfers money.
This is a pro tip that no marketers should miss. A marketing strategy is all about grabbing attention. Also, in psychological marketing, if you cannot miss out on grabbing audience attention. Moreover, your brand should make the customers turn their heads to see what your brand is offering. For example, iPhone advertisements are so innovative that it can not miss any eye.
The Role of Psychology in Marketing
Psychology means how the human mind works and how it influences human behavior. To understand the role of psychology in marketing, first, marketers study human behavior under various circumstances.
The role of psychology in marketing is to influence the behaviors of the customers.
Every customer acts in a certain way by the influence of certain conditions. Marketers in this strategy create such conditions to influence the customers to purchase their brand.
For example, marketers know how customers will be disappointed when they do not offer some discount on their purchase. Here the marketers understand human psychology that how people feel when they get benefits.
Marketers can devise a marketing campaign only if they understand human behavior. Any marketing strategy aims to convince customers to buy a product. But if marketers don’t understand their customers the how will they sell. That’s how psychology comes into the play and does the job.
Psychological marketing is one of the most effective marketing strategies. Almost every marketing campaign and plans include marketing psychology to understand customer behaviors. This strategy is all about influencing the customers to act in a certain way.
It’s all about making the customer happy, excited, laugh, amuse, joy, and the most important shop!
2020 was nothing less than a nightmare. Pandemic hit many companies so hard that it will take years to make things right. But it’s not only the pandemic that disrupted the businesses. Well, some marketers ruined their brand with their own hands with some worst ads.
For instance, take a look at this ad by Heinz.
Now tell us one thing you remember about this 30 seconds ad. None, right?
Okay, so the only thing most viewers can see in the four split images is Heinz ketchup, and that too in the end.
The reason why the Heinz ad didn’t work well is that the audience’s brain does not work like Sherlock Holmes!
The audience can’t look at all four split videos simultaneously in a 30-second video. Most people didn’t even remember what they saw, then how will the brand make an impact? That’s why this ad was a big no from the audience’s side.
So in this article, we are listing some of the worst ads of 2020 and why they ended up on this list.
Worst ads of 2020
“Be careful while you joke, as people might get serious.” This ad by Innocent Drinks is the perfect fit for this statement. In the ad, the company made a fake announcement of its vegan-friendly milk made of Conkers. Now the not-so-funny part is conkers is that conkers are poisonous. The ad was a spoof, and the company wanted the audience to take it as a joke.
But the audience interpreted it to be serious and started suggesting that conkers milk is poisonous and how you can produce it.
The company had to put down the ad later the reaction of the audience. Also, Innocent released a series of tweets to request the audience that they are not serious, and the audience should not drink conkers. Well, the conkers went bonkers for the company.
Sometimes brands create ads picking up some insensitive issues. But sometimes, they end up creating insensitive ads. PureGym is an example of an insensitive ad.
They shared a post on their Facebook page to celebrate their new workout to celebrate black history month. But it faced a backlash from the public because of its “12YearsofSlave” workout post.
The phrase that created the problem was, “Slavery was hard, and so is this.”
They intended to celebrate black history, but its interpretation was a racist and culturally insensitive ad.
The ad was taken down by PureGym, but they cannot take down its impact. People started raising their voices on Twitter, opposing them ad also many canceled their memberships. The ad is among the worst ads because of its cultural insensitivity.
Coca Cola X
This ad by Coca Cola X misses the X factor in it. This 60 seconds ad is featuring the legendary director Martin Scorcese and actor Jonah Hill.
This ad is not up to the mark because of its average message. Coca-cola masters its ad campaigns, but this one is too bland and didn’t receive much appreciation. The audience has better expectations for Coca-Cola. The ad should not only feature a famous personality but also give a strong brand message.
It is not always that the ad has to be bad. The ad cannot work well because of the star cast it features. Despite the good production and good humor, Hyundai Genesis’s advertisement at the Super Bowl ended up on the worst ad list.
The reason behind it was the stars Chrissy Teigen and John Legend. Both stars had some political controversy at that time, and it is a fact that consumers don’t want to associate something controversial with Super Bowl.
If you can’t feature a famous personality in your ad, then let it go. Don’t impersonate a celebrity to promote your brand.
This ad by the liquid vape and E-cigarette Company Diamond Mist got sued. The reason was that they put an image of a lookalike of the famous gold medalist athlete Mo Farah. Diamond Mist put their ad on the side of London buses with Mo’s lookalike and with the slogan “Mo’s mad for menthol.” Mo sued the company for damaging his image, and that’s how the ad became one of the worst ads.
Audi: Let it go
This ad stars Maise Williams, well known from Game of thrones. Williams is singing Disney’s Frozen song “Let it go” while driving the new Audi.
In this ad, we cannot find the relation between the song, Let it Go and sustainability, which is the car’s feature. Going electric is not something new that Audi is doing, so what is the whole point of the ad. That’s why the ad is among the worst ads list.
Turkish Airlines #Step on Earth
Imagine a pencil brand glorifying its feature that it enables us to write. How is it different what’s the USP in this. We can write with a pencil.
The Turkish Airlines Step on Earth is somewhat similar to this glorified pencil example. It says you can travel the whole earth with Turkish Airlines. Well, that is the whole point of every airline. What difference it makes from the other competitors. The advertising message should be unique that sets a brand apart. Turkish Airlines misses the mark in this advertising.
Now you know why these ads didn’t go well and listed up as the worst ads. No matter how big the brand is, they can make mistakes in advertising.
All the advertisers out there learn from the worst ads too. To not repeat such mistakes and end up with a disaster ad.
To create a spectacular ad, you can take inspiration from the best ads of 2020, like Apple’s work from home or Burger King Moldy Whopper ad. These ads made a strong impact on the audience and took their brand to a higher level.
Advertising is a way of representing your brand, and if you don’t do it well, it impacts your brand image. So, create an ad for your brand that lets people start the positive talk and avoid creating havoc.
Tell us in the comments which ad among the list you think could have been better?
Also, share some other ads that you think can be a part of this worst list.