Your digital marketing campaigns can offer your customer added value, to inspire them with new ways to use your product, to remind them that it’s about time to stock up again. Make sure you’re sharing in this growing digital environment.
The digital landscape is changing how, when and where you can connect with your consumer. Your strategy needs to include valuable insights for someone inexperienced, or fashion-forward ideas for young adults, or fun Twitter messages that remind you of that conversation you overheard in a booth in one of your favourite restaurants.
“Direct-to-consumer initiatives can involve one platform or many, depending on things like image, objectives, target audience, and what’s feasible in a given market. Longchamp, for one, bases its D2C efforts in China on the blockbuster WeChat app. Whirlpool differentiates its brands — including WP, Maytag, and KitchenAid — by conveying each unique brand voice across a mix of landing sites, social media, and YouTube channels,” according to HBR.
Businesses across the world are making progress when it comes to a unique seamless customer engagement. However, “today only a select few companies leverage all the digital strategies at their fingertips to enable customers to use their daily personal preferred technology when dealing with the brand. Here are a few examples of what different businesses are doing to connect with customers in new and innovative ways:
Strategy 1: Offer added value
Your brand can improve engagement by creating an experience that brings people together. For example the brand, Kimberley-Clark designed their Huggies rewards club to attract and educate new parents. Not only does this concept help Kimberley-Clark engage with customers, but it offers new parents valuable insights and real value.
Burberry, a luxury clothing brand, maintains microsites where their customers can share snapshots of themselves in the clothing, this creates continuous and free marketing, while giving the users the added value of allow them to stream exclusive fashion shows.
The American fast-food restaurant chain, Denny’s, replicates the fun, laid-back quips on their Twitter that you might overhear in one of its booths.
You can do this in your own business by understanding your customer, engaging with them on social media or developing microsites to share valuable insights with them.
Strategy 2: Give customers what they need, when they need it
Consider this: If you could remind your customer that they need to buy milk on the way home, when the milk is getting low in their fridge. Imagine the value you would create for your customers, while getting them to buy your product when they need it.
Consumer packaged goods manufacturers’ use analytics to optimise all their products direct-to-consumer channels, for example, at Procter & Gamble the technology sends a reminder to the parents when it determines they’re about to run out of Pampers and are in the right space to go and buy some more. Another example is L’Oréal, after working with Google they discovered that ombré hair colour was trending. So they designed a new product to meet this growing trend and followed up with a dedicated consumer marketing plan.
With analytics and big data on your customers you can tell when they need something and when is the best time to prompt them. You can also offer them added value that they actually need, which will increase their loyalty to your brand and consider you as more than just a brand.
“In 2017, digital will become the single largest media investment channel, passing television,” says Scott Symonds, managing director of media at AKQA. “This will be a symbolic turning point for a trend that has been building for years and will make it more obvious to all marketers that digital is no longer just a test or an innovation budget. It needs to be expected to work as hard or harder versus every other investment channel.”