Building Online Marketing Components and Capability

Content, Brand and Demand Generation

Being different and standing out in a crowd has been getting tougher by the day for retailers. Potential customers get the same product or service from a number of companies or service providers. In such a scenario, how do companies then ensure their brand gets noticed? How can they effectively incorporate the human touch into their digital marketing strategies? In the next set of blogs, we will explore the use of technology to help retailers leverage the power of digital platforms for creating differentiated customer engagement

Online marketing platforms are cloud-based marketing automation platforms that make effective use of web communities, while also focusing on key areas such as brand development, marketing collateral development, online identity, localized re-branding, product/service video promotion, online credibility management among others.

These are per-packaged, out-of-the box integration solutions that complement popular CRM systems. They offer a wealth of core functionalities that are designed to help digital marketers improve their capabilities in ‘lead and demand’ generation and maintain unique brand identity while not compromising on the human touch. This could include areas such as web solution, web development, hosting, content management, user interface among other features.

Content Management & Branding

As they say, “content is king” and hence retailers can benefit from the platforms ability for efficient content management. The platform’s Content Management Solution is easy-to-use and with an intuitive user interface can help marketing teams to create, manage content effectively. The platform also offers an opportunity for digital Marketers to publish the client’s value propositions and product information on various types of sites such as information site, news site, mirror site, rating & review sites, social media channels, web portals among others. These offer an opportunity to digital marketers to engage the target audience better across various online channels available at their disposal.

Lead Generation and Demand Creation

Listening closely to the target audience’s online conversations regarding a product or service category and devising communication accordingly, is very critical for digital marketers as part of their human touch centric – lead generation efforts. Across the lead generation cycle of capture, nurture and convert, digital marketers can leverage the platform effectively. The platform supports lead generation efforts across marketing channels like emails, Ads, SEO and CRM, among others that can enable retailers to generate a good pipeline of prospects, who can then be converted to clients eventually. 

Generate more value for marketing investments

Digital marketers reach out to masses everyday through various advertising channels as part of their lead generation campaigns. This platform has a robust advertising module that enables targeting customer segments based on their geography, demography, income levels etc. The platform also offers the advantage of creating e-brochures, e-catalogues and other marketing collateral that can facilitate better call to action. With this wide range of advertising networks, sales partners and content publishers can take further advantage of a digital marketing platform’s mobile advertising functionality.

Further, another vital component of any online platform is the customer data analytics capability that will help marketers to strategize quantifiable marketing campaigns. These campaigns are not just restricted to online but also extended across mobile platforms. Content publishers for mobile devices and online retailers – can also go a step further and help integrate mobile payment solutions.

The online marketing platforms enable new age marketers to open up additional revenue streams – digital ads through the pay-per-call functionality – connecting online prospects and clients (advertisers/organizations). Marketing campaigns will now be in a position to deliver qualified prospects (clicks on a digital advertisement and provide his/her contact details directly to the customer engagement and sales team via telephone or drive online customers to clients’ websites). Now the marketers will be able to adopt different business models that will help their clients see increased traffic to their websites but also bring down the cost of adopting a holistic online marketing.

All these clearly point out the positive impact of an holistic digital marketing platform can offer to retailers and marketers, facilitating them to build desirable brands that offer a non-pervasive yet pleasing customer experience that is not just product or service centric but with an element of human touch.