Top Digital Marketing Techniques Should Be Used To Bring Lost Customers In 2021
Jan 18, 2021
10 min read
The outcome of effective digital marketing has led businesses to reach out to their target audience in a better and efficient way by appearing on channels where people interact on a routine basis. Digital Marketing primarily means the utilization of the internet and technological factors to up your marketing/branding techniques and acquire more people towards becoming a credible client. In the current modern era, it is a perfect way to endorse your brand, let people know what products or services you offer and how well they can be benefitted from them.
Such practices are rendered via online means and channels like business websites, emails, brand applications, and search engine results, etc. The prime importance or advantage of using digital marketing is the accessibility factor. It is quite easy to reach out to your target audience rather than investing time and money into offline marketing such as sending out flyers, printing ad blogs, posters, etc.
With the rise of strong internet connections and network availability at everyone’s end, people are more likely to prefer online or conventional ways of shopping rather than the traditional way of visiting stores physically.
This has, in turn, helped business firms in getting various opportunities to generate revenues, drive sales via online platforms, interact with their customers on social media platforms, make frequent sales decisions by taking into account customer polls to enlighten them of sheer importance. If we talk about the marketing aspects here, digital marketing allows businesses to equip various modes of branding such as email marketing, pay-per-click search engine references, company blogs, and using the website to create quality content in regards to the product/service you are offering.
Since people are already familiar with the benefits of a business-based application, they can digitalize their way of making a purchase and check out the seller’s online page to have promising details and an up to the mark experience. Further, the sheer benefit of digital marketing to the global economy can also be identified when a native business firm is allowed to enter the global market and use trade functions to explore and find a new customer base. With a small entering cost levied as initial investments, these businesses can go big via website reach.
Benefits Of Digital Marketing For A Business
Studies claim that the internet utilization of adulthood has extremely shot up as the cost of data packages are getting low and media platforms have become an important part of their lives. This is the prime reason for the success of digital marketing- the availability of digitalized and modern devices. It allows you to let your business ideas move along the minds of your target audience and give them the prospect to go for your business product/service.
The following are a few pros of using digital marketing techniques:
Frequent Communication
With the ease of interacting with the customer on a routine basis via emails, blog posts, product reviews, and business articles, firms can ensure that they get to know the audience and make relevant changes to their future plan as per customer aspirations and expectations. You can also forward special offers and personalized messages to retain your loyal customers and set an example for the potential base.
Cost-effective
The process of offline marketing by sending out flyers, extensive signboards, and alluring posters is hectic and costly too. But with the introduction of digital marketing, the need to use traditional methods of marketing has been eliminated given the efficiency rate of the former. By operating a budget-friendly website and maneuvering functions on the digital ends, a small business can also nurture to compete with the real market giants.
Guiding The Customer At Every Stage
The success of digital marketing lies in the smooth journey of a customer, from landing on your website to making a purchase. Earlier, it was difficult to track their activities and what they do when they are on your business website, however with the help of digital marketing, you can monitor customer behavior and analyze the factors leading to an effective journey. Comprehending their activities allows you the edge to offer the required solution at the right time.
Approaching The Right Demographics
Segmenting the target audience has become quite easy with the help of the right marketing techniques. Since the online platforms and search engines require access to customer details, digital marketers can take that information into account and offer similar products/services to meet the needs of the customers and segregate the section where they have to focus. Further, if you post or share content related to their interests, they’ll soon be allured to your website and would be bound to stream your online presence.
Ease Of Alteration
In comparison to traditional ways of marketing, one can always edit their business offerings, ads, improve digital presence, and make certain changes with time. In the former approach, it is not possible to make any changes once you have sent out posters and flyers, however, you get the edge to revise your online campaigns, retweet the social media ads/posts and keep your audience updated.
Techniques To Be Used To Retrieve Lost Customers
It is quite obvious that every business firm requires crucial support of digital marketing techniques to effectively reach out to the people and try to sell their ideas in the search of increased revenues. With every passing year, businesses tend to lose a section of their target audience once they lose interest in the products offered. However, no matter what they say, there is always something marketers can do to cater to their requirements and bring those lost clients.
Work On Improving Your Offerings
Many studies have observed that customers either get bored or get ill-treated on a particular note which compels them to force leave your platform. To avoid this, your business should revise the social media practices, organize reviewing sessions to know the root cause, and then work on its modifications. Find those flaws due to which your customer had to initiate a transfer from your website and ignite campaigns to fix those issues.
Allure Customers Back
It is a proven fact that an individual will be willing to get back if he/she is offered something in addition to what was missing earlier. Give your lost customers a cause to return and notice their behavioral changes on the same to analyze the success of this approach. If your business website has a chatbot aligned for customer queries, include catchy comeback phrases to persuade their minds and let them think that this is a great deal for them.
Engage And Talk
Sometimes, when a customer opt-out from your brand, it is because they had faced an issue, unpleasant experience which troubled them. What your business can do is to talk them through that instance and persuade them with a personalized conversation. Make an effort to acknowledge the issue as if it happened with you, address their concerns, and conclude a win-back strategy for the same. It might not yield results with your opening remarks, however, interacting with a customer in regards to his/her problem will ultimately structure your resolution.
Begin With Initial Interaction Campaigns
The best way to start your winning-back process is to organize an online campaign and asking your customers to share their feedback, fill out a questionnaire, take polls, and contribute on social media posts. Include various incentive schemes in your campaign, special coupons, etc to allure the customer. This will ease out the complete phase and place the customer in a position to make a decision.
Segment Your Lost Customers
There’s always a scope to pay less heed to a few lost customers and focus on the crucial ones. Since it will require your business to incur additional expenses, it is imperative to analyze which customer is worth getting back. Consider the sheer assistance of data and information accessible from your database to find out which customer can return and forced-leave you for a rectifiable error. Interact with them and let them know about your business’ upgraded objectives via which they will be satisfied. Most likely those customers will think of getting back if they are assured of improved service level. By doing so, your online business will be able to bring back the lost customers with the help of Artificial Intelligence, and technological advancements, further, you can develop your relationship with the customers to let them consider you a bit concerned.
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What is an SEO Audit, and how to perform it?
SEO audit is a ubiquitous term used in digital marketing as a procedure for designing a website. Do you also have an idea about it? Well, it is defined as a process meant for analyzing your web presence relating to perfect methods. Undoubtedly, an SEO audit is intended to implement the plan to get the calculable results. When you are concerned about your internet business, it is essential to do an SEO audit regularly. Unlike the usual audit method, an SEO audit is ideally used for marketing commitments. Enlightening the purpose of SEO audit: SEO audit, when done appropriately, helps provide insight into the website, complete traffic, and individual pages. Therefore, it is simpler to enhance the performance and making the website rank better in SERPs. Whenever discussing the persistence of an SEO audit, it is useful for identifying most of the foundational problems. Thus, it overall affects organic search presentation. The audit is designed for identifying: Problems related to website structure Technical SEO issues Taking an insight into a competitive marketplace Issues linked with On-page SEO User experience issues Content opportunities and any kind of gaps Potential off-site difficulties SEO audit is a method by which you can measure the performance of a website. No matter if you have an insignificant website, you need an SEO audit but shouldn’t be overdone. In a medium-sized website, if you notice some kind of drip in traffic, it is healthier to plot an audit on a timely basis. A sensible audit is beneficial in finding the origin of the problem. In simple terms, it is considered to be a good ‘health check’ for a website. Strategies used for performing the audit: A feasible strategy should be used wisely for accomplishing the goals. You can do various things by which it is stress-free to expand your website’s rank by executing an audit. The SEO audit is ideal for taking a profound vision into competition while evaluating the keywords and progress of technical characteristics. The first question arises in your mind while visiting an SEO expert is – What are the methods by which you can expand website rankings? The SEO audit is genuinely a blessing for business by considering multiple aspects. An auditor has the responsibility to perform an audit based on certain things. Let’s have a look at them. Discussing technical analysis: The very first thing to execute is checking the website and is done by technical analysis. It is true that if your foundation is weak, then how it will be possible to create a strong website. Several things can do the routine of technical analysis. Accessibility As per the name, accessibility is specially introduced for connecting user’s capability and Google to the website for retrieving it. Overall, website structure matters a lot when it is about performing technical analyses. Nowadays, people are in search of alternatives while looking for mobile devices access. That’s why; it is exemplary to create a website that is mobile-friendly. Indexability On completing the first step correctly, the next thing to do is following indexability. Both accessibility and indexability go parallel. On-Page analysis Subsequently, assuring that the whole thing is going right, and people are quickly accessing the website, you have to accomplish an on-page analysis. There are generally two methods by which it can be done – General content issues and Individual page issues. General content issues Every single post uploaded on the website should make a real sense. As per SEO, the content should never be based on contradictory topics that affect website ranking. Currently, many bloggers earn by offering supreme superiority of content written for products and services. Things can be disastrous if optimization is not done correctly. There are chances that at the time of downloading content, SEO experts encounter with plagiarism. The reason behind this is straightforward. Business people nowadays do everything to endorse their website and get a higher rank in Google. In such a condition, they make the mistake of writing content on the same topic again and again. Though it is a good thing as readers can collect lots of information, but in terms of content quality, it shows duplicity. Therefore, it is essential to write content on different topics. Individual page problems What do you understand by the individual page? The individual page is a single webpage on any website, whether it is a home page, about us, or anything else. You might face issues related to website structure or written pattern. Good content always results in achieving a good ranking. Each page should consist of relevant keywords. Meta descriptions are also useful as a prime SEO tool. Off-Page analysis: The steps mentioned above are generally done for making your website works well and visible on the Google page at the top position. The next step to do is executing off-page analysis. According to the experts, the off-page ranking shows your real hard work. With the use of off-page analysis, it is easy to find whether people can link with your website or not while thinking about trust. Trust in terms of SEO has a simple meaning that a website that viewers are surfing is trusted by Google search engine. By eliminating contrary SEO practices, it becomes quite easy to gain trust. With time, Google keeps updating itself, and hence, there is very little chance that anyone can manipulate the system. An excellent search engine method not only brings traffic for you but also helps you in making an overall reputation. Moreover, it is also necessary that the content should attract enough readers over the website. If everything is fine, a good website will always notice an upsurge in clientele. In brief, off-page analysis is done to find out how other people will react by seeing your website. Researching the keywords and performing analysis: The next step is searching for the right keywords after thorough research. If talking regarding the SEO world, both modest analysis and keyword exploration are similar. Why is it so? The keywords are considered to be the slightest measurement used in SEO. During the time of analyzing, you are actually analyzing your competition as well. The selection of keywords is based on traffic and struggle. Difficulty refers to the level of struggle or stress-free ranking of the website by keeping track of traffic. The best keyword is always in the middle of difficulty and medium range. It is suggested to use the keywords of the average level if you want to beat the competition and boost up the traffic. There are various options available with the auditors before they make use of different keywords. Certainly, the set of keywords is known to be the spine of a website, and depend on them; it is expected to find a quicker or slower growth of success. In a nutshell Many websites consider SEO auditing to be a very crucial step in taking the website to heights. Due to the increasing popularity of content writing, digital marketing, and website designing, more and more people are getting attracted to them. Numerous factors are required to become a professional. Because of an SEO audit, one can discover the issues and find out the solutions for improving the conditions. Get more traffic at your website and make it more visible on Google page. SEO audit is a boon for the websites for recognizing the strength, potential, and weakness to get long-term success. ...
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8 Powerful eCommerce Marketing Automation Strategies and Top Tools for 2024
As marketing professionals, we understand that you are always looking for ways to keep your company ahead of the game and on top of industry trends. If you are an eCommerce brand, you know how important it is to remain relevant, acquire new customers, and retain existing ones. But have you tried marketing automation software yet? Automation plays a significant role in eCommerce marketing. It saves time on repetitive tasks, helps your team work more efficiently, and ensures you get the most out of your marketing budget. In this blog, we'll cover 8 eCommerce marketing automation strategies and introduce you to the top 6 marketing automation tools for eCommerce marketing to give you a hand. What is eCommerce marketing automation? eCommerce marketing automation means using software to handle regular marketing tasks automatically. This helps online stores work more smoothly and grow. eCommerce marketing involves a lot of hands-on work, such as getting leads, talking to potential buyers, sending emails, making sales, and keeping track of customers. Manually performing these tasks takes a lot of time, can lead to mistakes, and keeps your team from doing more important work, which can make things less efficient and productive. Also, if someone visits your online store and finds it boring or hard to use, they might leave without buying anything. To address this, leveraging marketing automation services can enhance user experience, streamline interactions, and increase the likelihood of conversion. Research shows that almost 45% of US online adults will stop their purchase if they can't get quick answers to their questions. So, using software to handle your marketing and sales can help you make more sales by making it easier for customers to buy. Benefits of eCommerce marketing automation A good marketing automation system can improve sales, eliminate unnecessary steps, and increase returns on investment. A study by Marketo found that using marketing automation could boost lead generation by 80% and lower the cost per lead by 33%. Below are some of the advantages of automating your online marketing tasks. Time and resource optimization: Automation reduces the need for manual, repetitive tasks, allowing your team to focus on strategic initiatives. Improved customer experience: Deliver timely, relevant messages to your audience across multiple channels, enhancing engagement and satisfaction. Increased conversions and sales: Targeted and relevant campaigns can increase the conversion rate and average order value by a large margin. Provide accurate and detailed insights: Automation tools help marketers understand customer behavior and assess campaigns efficiently, bypassing manual tracking. Globally, 60% of companies use these tools for cost-efficient processes, allowing marketers to identify performance gaps through visual reports and make data-driven predictions for improvement. 8 Proven eCommerce marketing automation strategies 1. Personalized email onboarding journeys First impressions matter, especially in eCommerce. A well-crafted email onboarding sequence can turn new subscribers into loyal customers. Here's how to automate this process effectively: Segment new subscribers based on their signup source, interests, or initial browsing behavior. Create a series of welcome emails tailored to each segment, introducing your brand, products, and unique selling propositions. Use dynamic content to personalize product recommendations based on the subscriber's preferences or browsing history. Incorporate educational content, such as how-to guides or product care tips, to provide value beyond sales pitches. Gradually introduce promotions or special offers to encourage the first purchase. 2. Cart abandonment reminders Cart abandonment is a significant issue in the eCommerce industry, with an average rate of 70% . Automated cart recovery campaigns can help recapture these potential sales: Set up triggers to identify abandoned carts and initiate a recovery sequence. Create a series of reminder emails, starting with a gentle nudge and potentially escalating to a special offer. Experiment with different channels like email, SMS, or web push notifications to determine which works best for your audience. Use dynamic content to display the abandoned items and make it easy for customers to complete their purchases. A/B tests different message styles, timings, and incentives to optimize your recovery rate. 3. Automated price drop and inventory alerts This strategy drives sales and shows you are attentive to customers' interests. With automated alerts, keep your customers in the loop about products they're interested in, leveraging growth marketing automation to enhance engagement and boost conversion rates. Allow customers to "watch" or "favorite" products they're interested in. Set up triggers for price drops or restocks on these watched items. Create an automated email or push notification templates for these alerts. Include clear calls-to-action and direct links to the product pages to facilitate quick purchases. Consider segmenting your audience based on their price sensitivity and tailor your messaging accordingly. 4. Social media and search ad remarketing Leverage the power of remarketing to re-engage visitors who have shown interest in your products: Integrate your eCommerce platform with major advertising networks like Google Ads and Facebook Ads. Create custom audiences based on website behavior, such as product views or cart abandonment. Develop dynamic ad creatives that showcase the specific products a user has viewed. Implement target cost and CPA to control bids and budgets according to performance. Use sequential messaging to tell a story across multiple ad exposures, gradually building interest and urgency. 5. Chatbot automation Chatbots can be used to give instant customer service and to recommend the right products at the right time 24/7: Implement an AI-powered chatbot on your website and social media channels. Program the chatbot to handle common queries like shipping information or return policies. Use the chatbot to guide product discovery by asking customers about their preferences and needs. Set up automated follow-ups for customers who engage with the chatbot but don't make a purchase. Continuously analyze chatbot interactions to improve responses and identify common customer pain points. 6. On-site personalization in marketing automation for ecommerce With lead nurturing marketing automation, create a customized shopping experience for each website visitor. Use behavioral data to dynamically adjust product recommendations on your homepage and category pages. Implement personalized pop-ups or banners based on a visitor's browsing history or referral source. Customize search results and category sorting based on individual user preferences. Create automated product bundles or "frequently bought together" suggestions to increase average order value. Use geolocation data to display relevant shipping information and localized content. Tailor product recommendations, offers, and communication based on individual interests and behaviors to enhance engagement and drive conversions. 7. Customer re-engagement and churn prevention automation Keeping existing customers engaged is often more cost-effective than acquiring new ones. Here's how to automate your retention efforts: Set up triggers to identify customers at risk of churning based on time since the last purchase or decreased engagement. Create segmented re-engagement campaigns tailored to different customer personas or lifecycle stages. Engagement messages should be sent at the right time and through the most effective channel as identified by predictive analytics. Automate loyalty program communications, including points balance updates and exclusive member offers. Implement win-back campaigns for lapsed customers, potentially offering incentives for their return. 8. Cross-channel customer journey Create seamless, personalized experiences across all customer touchpoints: Map out typical customer journeys and identify key interaction points. Use a customer data platform to unify data from various sources and create appealing customer profiles. Implement cross-channel triggers that adapt based on customer behavior and preferences. Create automated workflows coordinating messaging across email, SMS, push notifications, and ads. Use AI-powered tools to determine the optimal channel and timing for each communication. 6 best eCommerce marketing automation tools Now that we've explored key marketing automation strategies, let's look at some of the best marketing automation for eCommerce platforms available in 2024: 1. Omnisend Channels: Email, SMS, Web Push Key Features: Visual workflow builder, pre-built automation templates, product recommender 2. Klaviyo Channels: Email, SMS Key Features: Advanced segmentation, predictive analytics, robust integration ecosystem 3. ActiveCampaign Channels: Email, SMS, Chat Key Features: CRM with sales automation, machine learning-powered recommendations, site tracking 4. Drip Channels: Email, SMS, Social media ads Key Features: Visual campaign builder, revenue attribution, personalized product recommendations 5. Mailchimp Channels: Email, Social media ads, Postcards Key Features: AI-powered creative assistant, behavioral targeting, landing page builder 6. HubSpot Channels: Email, Social media, Ads Key Features: All-in-one marketing platform, CRM integration, content management system 3 major factors for choosing the right eCommerce marketing automation software Choosing the right marketing automation tool is important for your eCommerce store. Here are three key factors to consider: 1. Supported Channels Make sure the tool supports all the channels you use, like your website, email, and SMS. If one tool can do all these, you will save time and the unnecessary use of other tools. 2. Key Use Cases Look for a tool to handle your marketing tasks, from simple email marketing automation campaigns to more complex tasks like cross-channel marketing and customer retention. Choose one that fits your specific needs. 3. Flexibility and Integrations Your automation tool should work well with your other systems, such as your website platform and analytics tools. Check for flexible APIs and pre-built integrations to ensure smooth operation. Conclusion By using the proper marketing automation tools for eCommerce, it becomes much easier to offer customers a more personalized shopping experience and to significantly boost your online store's growth. These tools can also help make your business run smoother by improving important factors like how many visitors buy something (conversion rates), the average amount spent per order, and the cost of getting a new customer. If you want to start using these effective strategies but are worried about not having enough time or a creative team, no worries. Contact Saffron Edge today to take your eCommerce business to the next level! ...
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Social Media Marketing for Brands: The Impact of Instagram
Instagram is impactful where it matters most today – visually. The modern consumer has an ever-thinning attention span, now only 8 seconds. While once marketers felt comfortable publishing a page full of words in their ads, they must now employ mere phrases. A Picture is Worth a Thousand Words This may be an old adage but is more applicable today than ever. The modern human brain is bombarded with information. When they wake up, they check emails and messages. As they get ready, every household item, including their cereal and bread, is covered in marketing collateral that seeks to make a lasting impact. As they drive to work, billboards seek their attention. The radio is laced with ads. Even the cars in the traffic jam may be stamped with brand logos. They have already witnessed more information than the people two generations ago might have in an entire day – and they haven’t even started the day with a morning coffee yet! If the old ways of marketing are useless in 2022, then what works? Instant/ Moment Marketing The mantra of modern marketing is to catch the user in the moment. If your copy promises an impact in the future, you may have already lost the reader. If your visual does not stand out in the very second the user is scrolling their feed, you may have missed their eyes. The eyes of the modern human have learned to eliminate distractions to keep their sanity intact. They must meet something truly different from the status quo to stop for a second, and witness. How Instagram’s Philosophy Aligns With Marketing for the Modern Human? What was the idea behind Instagram? It wished to emulate polaroid cameras in how instant and magical they felt. The core of Instagram’s philosophy is catching one’s “instant” moments throughout the day and presenting them to friends. This aligns perfectly with the mantra of modern marketing. Catching the target audience instantly with your brand’s communication is key to marketing success. How Much Impact Can Instagram Create in Your Marketing? Another quirk of the 2022 consumer is that they prefer to browse the web on mobile phones. In fact, there are more mobile web users today than desktop web users. Instagram is the second-most downloaded mobile app. The brand-building that can be done via Instagram is invaluable. The average user also logs into Instagram frequently. These frequent bursts of usage, which are spread throughout the day, accumulate to about half an hour of usage. How do these frequent bursts of Instagram usage help with marketing? They create a consistent level of brand visibility when intertwined with factors such as: Intriguing visuals, Catchy copy, Relatability, sometimes with the use of Instagram influencers, etc. Instagram users are expected to grow at a steady rate, projected to be 1.44 billion in 2025. Consistent promotion in this user base is bound to land. Now, let’s investigate two immensely successful brands that make good use of Instagram for marketing. This will help us understand just why brands are willing to spend billions to market on Instagram. Case Studies of Two Successful Brands on Instagram Here are two different yet equally masterful strategies for Instagram marketing. Nike’s Brilliant Use of Brand Deals Featuring Cristiano Ronaldo Nike signed Ronaldo for “a lifetime” in a Brand deal worth 1 Billion USD. Here’s why. Cristiano Ronaldo is the most followed individual on Instagram, with 455 million followers. At the time of writing, his followers are also expected to grow at a rate of 420k per day. However, the numbers only reveal half of the story. Ronaldo Sells a Connection The reason behind the billion-dollar deal between Nike and Cristiano Ronaldo was the quality of connection that Ronaldo has with his followers. Football, aka association football and soccer, has 3.5 Billion fans globally and every single one of them is familiar with Cristiano Ronaldo. A huge share of them is actively invested in what Ronaldo wears, how he trains, and what he does throughout the day. Why do 455 Million People Even Follow Cristiano Ronaldo? Why does someone even follow an athlete on Instagram? Is it to see “cool” pictures of them? Only partially. The primary factor that dictates why someone follows an athlete on Instagram is that it provides a sneak peek into the athlete’s life. The average follower is usually only allowed to see a certain aspect of the athlete’s life. They may watch them get off the team bus as they enter the stadium. They watch them play, either live or on TV. They witness occasional interviews. And then they may watch them depart the stadium. They may even be treated with training clips on TV. However, Instagram is the place where athletes can share something more about their lives. Instagram lets them have an autonomy that television studios do not let them have. The captions may reveal more about their real thoughts than an interview on TV. They may share a selfie with their family. They may share a clip of them playing football with their dog and children, as Lionel Messi often does. They may share a picture of them on vacation. Because the athlete shares instances of their life on this platform, there now becomes a special reason for followers to connect on Instagram. Brand deals capitalize on this very connection. Athletes and influencers also create perceived quality, i.e., an impression of excellence, about a product or service. The best influencers do so as if they were sharing a part of their lives. “The best marketing doesn’t feel like marketing.” – Tom Fishburne, Founder of Marketoonist How Marvel Makes Terrific Use of Social Reaction Chains on Instagram "For every action, there is an equal and opposite reaction, plus a social media overreaction." - unknown There is a reason that 4 out of the top 10 highest-grossing movies are produced by Marvel. Marvel has been able to utilize marketing in the digital sphere exceptionally well. Marvel has learned the art of sensationalizing digital news. Tom Holland, who plays Spiderman in the Marvel Cinematic Universe, is the prime example of this tactic. Very often in interviews, Tom Holland “slips up” and lets out information that fans think was confidential. For example, he hinted that Andrew Garfield, an actor who had also previously played the role of spiderman, was involved in Spiderman: No Way Home alongwith Tom Holland. Marvel fans burned in speculation and started sharing their opinions and theories on social media. So, Marvel did not just leverage their own social media handle for creating a buzz, they made use of the millions of Social media handles of their fans to create it for them. The noise rose to such degrees that the movie's success was fated. Spiderman: No Way Home grossed 1.37 Billion USD worldwide. Social media marketing is fuelled by people sharing content. Instagram’s algorithm highly values engagement in the form of: The number of shares a post has Whether the post is “saved” by a user or not The number of comments and likes the post has Marvel’s strategy performed exceptionally well in all these areas. Now, there is a common thread that connects Nike’s and Marvel’s Instagram marketing strategies. Instagram Helps Drive Brand Equity The best brands use Instagram to create a drastic increase in brand equity. What is Brand Equity? Brand equity is the social value associated with a brand. The more well-recognized a brand is, the higher its equity will be. Also, the better the reception of the communication from the brand is, the higher the brand equity. Some brands have such a high level of brand equity that an entire product or service might become synonymous with them. For example, many people refer to web searching as “googling something”. Instagram marketing is brilliant for raising brand equity in younger audiences. The 4 Levels of Brand Equity A consumer asks 4 questions about a brand. Let’s look at each of them and compare them with the aforementioned brand deal between Nike and Cristiano Ronaldo #1 Brand Identity - Who Are You? This level refers to how a consumer may immediately recognize a brand. For example, the iconic Nike swoosh is enough to get the brand name across. #2 Brand Image - What Are You? The brand image is the perception of the brand in the public eye. Influencer marketing is an effective way of improving brand image. Cristiano Ronaldo simply holding a new boot benefits Nike’s brand image. #3 Feelings About the Brand - What About You? To create greater brand equity, the brand needs to arouse specific feelings in its target audience. As an example, most fast food chains have red logos, because the color red is known to arouse appetite. Ironically, red is also associated in the brain with “fresh food” – think about apples. In Nike’s case, they hinge on feelings similar to an adrenaline rush. #4 Resonance - What About You and Me? The greatest level of brand equity is resonance, where a customer feels connected to the brand and feels them as an extension of their personality. As an example, Starbucks customers share such an affinity with the brand that it has them go there repeatedly. Half a billion people are actively invested in the boot that Ronaldo wears. Nike reaps the benefit of this active emotional investment. And this is the reason they were willing to pay a billion USD in 2016. Instagram, specifically, is the best digital place to drive brand equity since the platform is highly conducive to marketing in-the-moment and is logged into frequently, especially by young consumers. ...
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