Wow, I seem like I am writing 3rd part of this column already!!
As I mentioned on 2nd part, we will more talk about 'Marketing Strategy' on 3rd part.
After achieving brand concept/essence, we should try to spread out our brand concept/essence to our customers as much as we can.
Unlike domestic marketing, 90% of marketing activies are excuting on online channels unless you gave full authority to the foreign/global marketing agency.
Certainly, if you spend alot, really alot of money, you can have a meeting with the agency at a targeting country and can plan and execute the plans with them.
Being honest, if you are not a native, even if you are a native, executing offline marketing plans such as TV, Radio, DM and other various promotions seems like running into a fire. In addition, think about the money you spent.
Birth of SNS tools recently created not only new culture of the business industry but also created the new internet paradigm. What people have done in the offline channels are slowly moving to an online channels. In other words, not planned offline marketing promotions can be just instant activities.
In my point of view, offline marketing activities must be excuted after periods of excuting online marketing activities because people at first need to know our what our brand concept/essence are. WOM(Words of Mouth) at this point is being the most important activity in order to let the people know our brand concept/essence. If you practically recognize effects of WOM, then it's time to execute offline activities, it will lead to a synergy effect.
Then next, step by step, let's talk more about what types of the online marketing activities are existing.
1. What are the strategies that consists online marketing?
-> As you can see the image above, there are many types of strategies. Seems a bit complex? Here are the shortcuts.
- SEO (Search Engine Optimization)
- BLOG
- SOCIAL MEDIA TOOLS (Ex. Facebook, Twitter, Google+, LinkedIn and Pinterest so on...)
- WEB (Homepage Marketing)
※ As a matter of fact, many of people already know the tools or ways of executing online marketing such as blogging, e-mailing and social media marketing; contents of the tools for satisfying cutomers' needs and wants are more important, not much important knowing what the tools are.
2. Then, how should we create 'Good' contents in order to satisfy cutomers' needs/wants?
-> Various ways. But, everytime brand concept must be contained. Without brand concept, it's just like a coke without a bubble. Consumers won't remember.. Meaning of a marketing is a promoting sales activity for increasing revenue but we shouldn't miss marketing also has a meaning of a way to hammer the brand home for consumers. Just for a moment, within ten seconds, what are the brands that you spontaneously think of? Coca Cola? Apple? Might be global brands I assume. Because of their steady and good marketing activities, it's very hard to not remembering the brands! What I want to say is that we can also learn a lot from our daily life since we are facing numerous brands' advertisements and marketing promotions everyday.
Back to main point, I would like to introduce few good ways to make good contents.
- Story Marketing : Based on brand concept, make a story that can be remembered on consumers' minds for a long time or refine a real story for consumers.
- Emotion Marketing : Let's imagine that you are haning out with your friend in a bar. You have 50 dollars in your wallet. If you spend that money, you can't have a breakfast and lunch tomorrow. But, there is a beauty getting nearer to you and say "It's my birthday, please be my friend". What would you dealing with this situation? :)
- Empathy Marketing: Have you ever been to the hopital where the people have to wait at least 1~2 hours? I think difference between busy hospital and quiet hospital comes from doctor's empathy ability. They are not only prefessional on their jobs but also have empathetic attitude toward patients, so they make patients reducing their worries. This is an example of empathy marketing.
- Entertainment Marketing : I love this moment because there is perfect example to describe what the entertainment marketing is. Have you watched the music video of Psy, Korean pop artist? Why did you like it?
As you've seen through, there are various ways to create good contents. Based on my experience, I would like to pick up 'Creativity' is the most important ability to creat good contents; anybody can challenge!
3. How can we measure the marketing outcome?
-> Various ways depending on which tools you use. Since facebook became one of the most famous online marketing tool, here I attach the image which shows KPI (Key Performance Index) of FB.
4. For the last, What are the most important factors to succeed the online marketing?
-> Without a doubt, it's a continuity of executing online marketing. Without a pateince, no one will have an opportunity to see what your brand is. Next, as I mentioned above, it is a creativity. People should remember your brand in the world where the numerous advertisements and informations are flood.
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