Leveraging Digital for marketing of Consumer Electronics & Appliances: Small Appliance Marketing Plan

The Consumer Electronics and Appliances Industry scenario has changed drastically in the last couple of years. Entry of E-Commerce players such as Flipkart, Amazon, Snapdeal changed the consumer buying journey forever – and penetration of Internet acted as a catalyst. Earlier the purchase was mostly limited to local retailers, but now the customer can purchase from any seller Pan India. This has challenged the growth potential of the traditional retailers (offline). As depicted in the figure below, the growth in the last couple of years in online electronics and appliances retail has been phenomenal and the forecast is quite promising, even as offline retail has been struggling to take the growth to next level. Though the base in online retailing is small, but the future looks promising. The sellers, thus, need to use online channels and we have created Small Appliance Marketing Plan.

 small appliance Marketing plan

New Consumer Journey - Small Appliance Marketing Plan

The most important aspect is the ‘Change in Consumer Buying Journey’ and what it means for Small Appliances Retail in particular. The figure below depicts how the Consumer Journey for Small Appliances purchase has changed.

 small appliance Marketing plan

Indians have been quite active digitally for quite some time now, but the figure above depicts that they are active throughout the sales funnel. Every brand has been trying to reach out to customers digitally, but targeting them at the right time with the right message at different stages of sales funnel is the key to better ROI and Digital Marketing has made it quite easy and manageable.

Small Appliance Marketing Plan

Let’s have a look at the steps to create a small appliance Marketing plan that can be devised for a retailer who wants to sell Small Appliances.

Step 1: Create an online presence on all social media channels.

Step 2: Create a Targeting plan – identify the digital channels that you would use to reach out to your prospect.

Step3: Create a specific plan for ‘Your Consumer Journey’ designing the communication and messaging strategy keeping it in perfect sync with the stage of the funnel of the prospect and his (her) mind space.

Step 4: Design Campaigns based on ‘Use Cases.’ Our experience with Use Case based campaigning has been quite encouraging. Basically in Use Case Campaigning, the brand identifies different consumer use cases of their product/service and design the messaging and communication in sync with that. Also, identify the sub-segments and funnel that you would target through each campaign.

Step 5: Reach out to the target segment through multiple campaigns designed to trigger different responses, each with its own call to action, but the culmination would be the call to action of purchase.

Step 6: Optimization and Scaling are the most important steps in  small appliance Marketing plan. Usually as you scale the campaign, the cost goes up. But if you know the art of optimizing at the right stages of the campaign, the cost may actually come down.

Just try out this small appliance Marketing plan and you would see that it will take you far. In case, you need any support from our experts; do give us a shout out through the form given below.


Different Levels Of Content Marketing that every Fashion Brand goes through!

Fashion is about beauty, style and Innovation and Fashion companies tend to be traditional and choose to operate in a place which is flooded with content. But, fashion brands know driving a customer base is about more than just putting up pretty picturesMeaningful engagement arises from your brand’s unique lifestyle proposition, interactivity, and reach.

So, how to do content marketing in the fashion industry. There are different levels of content marketing and you don't need to worry, an effective content strategy can help with it.

# 1. Promotional Content

Fashion trends change and they change even faster than the advancements in the digital technologies. Content marketing benefits the customer as well as the business. Promotion is the step where most companies fail at content marketing. They either think their job is done when they've built it (but no one comes) or they put it on their social channels and wait for the accolades (and conversions) to roll in. Heads up: unless you're incredibly lucky, they probably won't.

So your job is to consider promotion from the day you start a piece of content all the way through to when it finally finds its audience. You'll also want to understand how people share content. It's rarely true that one influential share results in a cascade of subsequent shares.

Now-a-days, most of the e-commerce sites promote clothing brands by showing them being worn by the people in the photos rather than showing those clothes. This is the first level of advertising the brands with content.

*For example: ASOS

ASOS is using UGC images in a very effective way on their website. They have a dedicated page for all their UGC images both sourced from Instagram and uploaded by customers right there on ASOS website. All these UGC images are shoppable as they are linked with the exact ASOS product or similar ASOS products to the products from UGC images. Apart from these two places, they have beautifully linked the UGC images in corresponding product pages as well.

Content Marketing

 

#2. Blogging

Blog marketing is the process of reaching a business' target market through the use of a blog. Initially, business owners would have a blog separate from their websites, but eventually, they integrated the two to make it easier for them to manage, as well as easier for visitors to access.

Content Marketing

Today, many business owners use a blogging platform, such as WordPress, for both their site and blog. Further, as blogging has grown in ease and popularity, many people have created businesses from blogging.

The pros of blog marketing are: Inexpensive to start and run, easy to use, improve search engine ranking (SEO's) and it can make money beyond your product and services. And If you want to see returns from your content efforts, you need to be prepared to invest in it properly.

*For example Forever 21

Forever 21 adopts a style that is reminiscent of Polaroid instant film. This gives the blog an appearance similar to cork board plastered with photos that you’d find in a girl’s college dorm room, which is fitting given the audience. Although Forever 21 has clothes for both genders, the site is skewed largely (from a brief analysis, I’d say about 99%) toward women.

Content Marketing

 

 

#3. Unique Content

Just because your content is just right for a particular audience doesn't mean they'll see it in the course of their day. It’s a conversation with the customer, rather than a lecture. Instead of simply sharing content on social media, true ahead-of-the-curve content producers are choosing headlines, photos and even topics with social sharing in mind.

To make your content unique, consider evoking your reader's emotions. Marketing messages are two times more effective when they reach readers’ emotions. That could mean humorous content, heart-breaking content or controversial content.

You can also interview female role models whose life is inspiring and do podcasts with those famous celebrities. Like this, you won't be having much competition and will result in thousands of shares. This is how you can create a unique and eye catching content for your viewer.

For Example: Vogue

The multitasking designer explains why he prizes style over fashion, why working in Paris still feels like a scene from Funny Face.

Vogue runs a series named as #Voguevoices where they talk to different designers about Fashion.

Content Marketing

 

# 4. Engage Your Viewers And Interact With Them

Fashion is about staging and image, but fans love to see what goes on behind the scenes. Companies like J. Crew and Victoria Secret add clips of photo shoots to their Instagram pages and offer insight into the hard work behind those beautiful pictures.

To get your target customer to stop and engage, don’t be afraid to offer an offbeat look at your brand’s creation. Exclusive interviews and fashion tips will drive buyers to go to your online properties, even when their fashion budget is maxed out.

For Example: Victoria Secret

An awesome way to interact with your audience and showing them how everything works backstage by talking to the stylists and models while they are getting ready just before walking on the ramp. Like this you can engage your fashion freak audience even more.

That’s it! We have now advanced through the five levels of content marketing. You’ll notice there’s a theme of unconventional approaches winning out in the competitive fashion space. How ASOS promotes itself by using UGC images in a very effective way on their website. How Forever21 promote themselves with interactive blogging. Vogue running their podcast where they interview Fashion Designers and how Victoria Secret interact and engage its audience by showing their backstage process.

Content Marketing

If you have any better ideas of content marketing in the Fashion Industry. Let me know in the comments.

Stay Tuned.


How Wealthy.in got new customers to Invest through them from Social Media!

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INDUSTRY

Mutual Fund Investments is one of the most popular investment vehicles for middle class in India and the growth in Sensex is doing it no harm. Gone are the days of investments in PPF and FDs; the new generation in India is looking to grow its money at a faster clip and beat inflation. In this context, a number of new age companies have come up which are helping the retail investors in allocating their money optimally across different mutual funds as per their needs.

COMPANY

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Wealthy.in is one such company which has developed algorithms for optimally allocating money aross funds. The systems have been developed after studying years of historical data.

THE OBJECTIVE

The company was looking to reach out to its target audience in addition to generating business through digital media.

DIGIBAGG IMPACT

Digibagg devised the Digital Marketing Plan for Wealthy such that the target audience could be engaged. Running a lead generation campaign through direct selling did not make sense since this is high risk category for the consumer and she would not invest through Wealthy before she is convinced that she is putting her money in right hands.

THE CAMPAIGN

The potential consumer is looking for a proof so we interviewed an actual user and documented how he has benefitted from the tryst with Wealthy.in (in a non-preachy manner).

The content was then promoted to the target audience after seeding it through some social media influencers. The story started getting traction and was soon shared hundereds of times giving it a strong momentum.

The campaign created a strong branding for Wealthy through a real life case study and also created leads for the business at the same time.

SOME NUMBERS

Total Reach: 700K +

Engagements: 100K +

Website Traffic: 100K +

Leads: 5K +

LOOKING TO CREATE SIMILAR SUCCESS FOR YOUR BUSINESS